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Agenda

Wednesday 21st June

08.30

Registration

08.55 – 09.00

Opening Comments by the Conference Chair

09.00 – 09.30

Keynote:
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

Charles-Pittar

Charles Pittar
CEO
Juwai

Keynote:
How Juwai built its success through digital marketing
  • How Chinese consumers make investment decisions
  • Juwai’s partnership with Tencents
  • Enabling international real estate agents to reach their audience via Chinese social channels

10.30 – 10.50

Coffee & Networking Break

10.50 – 11.20

Nicolas Chu

Nicolas Chu
CEO and Founder
Sinorbis

Keynote:
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

11.20 – 11.50

Keynote:
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

11.50 – 12.20

Lisa-Ronson

Lisa Ronson
CMO
Tourism Australia

Keynote:
Driving demand for Australian product through Tourism

12.20 – 12.50

Radek_Sali

Radek Sali
Former CEO
Swisse

Keynote:
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

12.50 – 13.30

Networking lunch

13.30 – 14.00

David-Kochie

David “Kochie” Koch
Chairman
Port Adelaide FC 
Host
Sunrise

Keynote:
How digital was used to create a new generation of fans for Port Adelaide FC

14.00 – 14.45

Panel Discussion:
Using digital marketing to attract Chinese inbound consumers

In 2015, China was Australia’s second largest inbound market for visitor
arrivals and the largest market for total expenditure and visitor nights. This panel will discuss:

    • The buyer journey of the inbound Chinese consumers
    • Streamlining conversion paths
    • Effectively managing consumer demand
    • Trends and growth sectors

Panelists:
Lisa Ronson, CMO, Tourism Australia
Robert Ravens, Managing Director, Bridestowe Lavender Estate
Moderator: Dandan Cheng, COO, Sinorbis

Ecommerce and O2O Panel Discussion: How to sell successfully to the Chinese digital consumer

The Chinese eCommerce landscape is booming and full of promise for Western businesses looking to sell to Chinese consumers. However, the road to eCommerce success is long and complex. This panel will discuss:

  • How to gradually launch an eCommerce presence
  • Overcoming challenges in logistics and infrastructure
  • Leveraging O2O dynamics
  • Managing successful multi touch point campaigns

Panelists:
Peter Osborne, Managing Director Asia, Blackmores
Justin Hall, Managing Director, Vogels

Moderator: Paul Waller, Head of Investment Strategy, MediaCom China

14.50 – 15.20

Partner Presentation
Partner Presentation

15.20 – 15.40

Coffee & Networking Break

15.40 – 16.10

Sidney-Song

Sidney Song
General Manager, Data and Technology Solutions
Publicis Media Group China

International Keynote:
A deep-dive into Chinese web analytics and marketing performance: data and traffic
  • Driving quality website traffic
  • Maintaining high data quality
  • Understanding fraud in the Chinese digital ecosystem

16.15 – 16.45

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

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

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

16.50 – 17.20

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

Cathryn Carver
Executive General Manager of Corporate & Specialised Banking
NAB
& Deputy Chair
ASA100

Track B
Developing effective search strategies in China
Alan-Qu

Allan Qu
Chairman
Netconcepts China

17.20 – 17.50

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

Tracy Sun
General Manager
Weibo Australia

Track B
Case Study: Bridestowe Lavender Estate
robert-ravens

Robert Ravens
Managing Director
Bridestowe Lavender Estate

17.55

Networking drinks reception

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