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Using digital channels to reach Chinese audiences at home and overseas

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



Libby HodgsonDirector 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


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