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As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever before. Asia accounts for half of the global population and has the second-largest nominal GDP of all continents after Europe. With increasing digital connectivity and a maturing online market comparatively untouched by international brands, the world's eyes turn on Asia as the next big thing. In this session, we’ll together explore a market with multiple languages, currencies and audience behavioural nuances to demystify the opportunity of, and approach to expanding operations in Asian markets. Aligned with Australian strategic expertise, we’ll spark conversation on the common challenges and brand opportunities Asia presents to your brand.
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Taking on AsiaThe Opportunity for Australian Brands
Ashley McVeyStrategy & Marketing Director, Next Digital
Agenda
A brief overview of the region
Why Asia?
Trends in the Region
Key Learnings
First, a look at the whole region.
24 countries
3,450,000,000 people
50% of the worlds pop’n44.8% of the worlds internet users
RegionalismLanguagesCultural IdentitiesLaws and Regulations
2 distinct marketsto set the scene
Why Explore Asia
538m40%
18m62%
20m90%
Sept: 2012
Why Explore Asia
Very attractive to multi-nationals due to high annual GDP growth.
Source: Warc
Global Rank Country Annual increase
6 China 9.5%
64 Malaysia 5.2%
142 Australia 1.8%
Why explore the region?
Asia-Pacific countries lead the world
in e-commerce adoption.
90% of consumers have purchased online.
Src: Neilson. One size does not fit all- Asia's multi-channel opportunityCountries include: Taiwan, Japan, China, S. Korea, NZ, Aust., Malaysia
But it is a complex Region
16% of Chinese people speak
English
Source: Next Digital Regional OfficesSource: Warc
Half of Malaysians between 20-34
consumer mobile media on their smartphone
Metropolitan vs. Rural audiences
Malaysia is in the top 3 countries for video downloads.
By 2020, China is tipped to have the
world's largest economy
Trends in Asia
ASEAN is experiencing 3 big trends in online consumer behaviour:
Mobile Web
Video Content Consumption
Social Media
1
2
3
Source: http://www.slideshare.net/BMGlobalNews/b-m-global-social-media-checkup-2012-deck-13341217
Trends in Asia
7.96%
14.85%
5.13%
2.86%
17.84%
7.55%
Source: StatCounter. Pingdom.com. May 2012
192.5% increase since 2010
Mobile browsing: % of all web traffic
Trends in Asia
By 2013 the number of mobile searches is predicted to exceed desktop.
Source: Roy Morgan
Social Penetration by Country
Source. eConsultancy. Social media in Asia: Understanding the Numbers
40%41%
51%
20%Region Avg.
Singapore Malaysia China Asia’s avg.
Corporate use of Social Media in Asia
Key Trend across regional markets is micro-blogging. Corporate blog usage has grown by 40% since 2010.
Source: eConsultancy. Social Media in Asia
90% 50% 50%
80% 90% 50% 30%
80% 100% 80%20%
Australia
China
Malaysia
Micro blogs
Social Networks
Corporate Blogs
Video Sharing
The Search Landscape
VS
There is a lot of Success Already
Retail
High end goods
Sports brands
Children's Toys
FMCG
Coca Cola
Pepsi
Starbucks
Tourism
Tourism Victoria
Tourism Australia
Manufacturing
Phillips
Sony
Key Learning's
The Key Learning's
Research the market
Adapt Strategy
Localise your Brand
Utilise Local Expertise
1
2
3
4
Research the Markets
2 distinct language versions Simplistic and Traditional
Highly detached regions
Class division
Unique family structure
Primary language is MalayEnglish very widely spoken
2 distinct land masses
Est. young middle class
Large working demographic
China is quickly approaching 20% of the worlds pop’n
By 2020, China will have 800 urban locations with a higher income per capita than Shanghai
By 2025, China will have 10 cities bigger than New York
Adapt Strategy
Source: Warc
Adidas
“You can't treat China with a one-size-fits-all approach."
Colin Currie, Managing Director of Adidas Group China
Have identified Upper, Mid and Lower tier cities
Understand consumer behaviours are different due to different living costs
Have a tailored strategy for each location
Adidas
Adidas Neo
Localise your Brand
Message
Brand
Product
Localise your Message
http://www.youtube.com/watch?v=W16qzZ7J5YQ
Localise your Message
http://www.tudou.com/listplay/Mlvy1XqBDUU/p7w518NftF4.html
Localise Your Product
“I find I need to check my Western sensibilities at the door when planning campaigns.”
Paul Baron,Group Marketing Manager, Tourism Victoria
Your Brand
Work with Local Resource
Tourism Victoria in Malaysia
Tourism Victoria in China
Melbourne - Sydney - Brisbane - Shanghai - Kuala Lumpur - Singapore
Next Digital MelbourneLevel 8, 15 William StreetMelbourne, 3000
P: 8612 6888F: 8612 6899E: hello@nextdigital.com
Ashley McVeyStrategy & Marketing Directoramcvey@nextdigital.com03 8612 6811
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