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Wednesday 21st June



08.55 – 09.00

Opening Comments by the Conference Chair

09.00 – 09.30

After the mining boom – The opportunity for a new Australian export economy:
  • How ChAFTA facilitates export growth
  • Challenging prevailing misconceptions: how doing business with Australian company is perceived in China
  • How B2B relationships influence consumer sentiments

09.30 – 10.00

Partner Keynote

10.00 – 10.30

Nicolas Chu

Nicolas Chu
CEO and Founder

Strategy first – Laying the foundations for a successful launch into the Chinese digital market
  • Busting common misconceptions about Chinese digital consumers
  • Developing a unique value proposition that resonates with your target market
  • Understanding the Chinese digital marketing ecosystem

10.30 – 10.50

Coffee & Networking Break

10.50 – 11.20

Using WeChat as a promotional tool for international brands
  • Overview of the platforms key functions and features
  • Understanding WeChat user behaviour
  • Leveraging WeChat as a promotional tool

11.20 – 11.50


Lisa Ronson
Tourism Australia

Driving demand for Australian product through Tourism

11.50 – 12.20


Radek Sali
Former CEO

The story of Swisse: conquering the Chinese market in two years
  • Why strategic local partnerships are the key to successful expansion into China
  • Investing in product development and marketing to meet local needs
  • Testing your Chinese product positioning and messaging in your own backyard

12.20 – 12.50

Building a digital brand in China

12.50 – 13.30

Networking lunch

13.30 – 14.00

International Keynote:
The state of digital marketing and consumerism in China

14.00 – 14.30

Partner Presentation
Partner Presentation

14.35 – 15.05

Track A
CASE STUDY: Integrating digital channels with offline marketing activities to attract Chinese students
  • Why a strong website needs to come first
  • Using WeChat and Weibo to increase student awareness
  • Leveraging events to further drive digital engagement and applications

Xueting Zheng, Senior Marketing & Communications Specialist (Greater China), UNSW 

Track B
Developing an effective channel strategy for China
  • An overview of available on- and offline channels
  • Understanding the right channel fit
  • Case study examples

Sara Cheng, Senior Manager, China Practice, NSW Business Chamber /Australian Business Chamber 

15.35 – 15.55

Coffee & Networking Break

15.55 – 16.25

Track A
Brand Australia: Why local agricultural and food manufacturers need a united, single brand message for China

Cathryn Carver
Executive General Manager of Corporate & Specialised Banking
Deputy Chair

Track B
Developing effective search strategies in China

Allan Qu
Netconcepts China

16.30 – 17.00

Track A
Using Weibo as part of your China digital marketing mix

Tracy Sun
General Manager
Weibo Australia

Track B
Case Study: Bridestowe Lavender Estate

Robert Ravens
Managing Director
Bridestowe Lavender Estate

17.05 – 17.50

PANEL DISCUSSION: Staying ahead of the curve – current trends in Chinese consumer behaviour
  • Understanding the Chinese millennial
  • The rise of the independent Chinese traveller
  • Developing contingency strategies: How international businesses can keep up with shifting demands and consumer attitudes


Networking drinks reception

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