Chinese speaking audiences are a lucrative and growing market for international education institutes, travel destinations and consumer brands. However, reaching these audiences requires in China and domestically requires a very different digital channel strategy compared to English speaking markets. This panel will draw on the experience of our diverse speakers to discuss:
- The decision making journey of Chinese speaking digital audiences in and outside of China
- Streamlining conversion paths in different industry sectors
- Understanding the role of daigous in reaching Chinese digital audiences
- Effectively managing demand
- Trends and growth sectors
Panellists:
Libby Hodgson, Director of Marketing, Commercial and Fundraising, Taronga Conservation Society Australia
Xueting Zheng, Senior Marketing & Communications Specialist (Greater China), UNSW
Tracy Sun, General Manager, Weibo Authorised Agency ANZ
Lucy Liu, COO & Co-Founder, Airwallex
Moderator: Dandan Cheng, COO, Sinorbis