NZBUSINESS.CO.NZ 35
As for the ‘don’ts’:- Don’t go it alone.Poor translation of content
can cast a negative light on your brand. - Don’toverlooke-commerceholidaysin
your planning–suchasAlibaba’s11.11
shopping festival. - Don’t treat China as a single market–
there are 23 provinces with major differences.
ThebestapproachtoChinaisalong-term
one, explain Rae and Janet, because ROI
doesn’t happen overnight. And if you haven’t got the necessary budget to launch –
then wait.
“We’re up-front about how much has to be spent to get a result,” says Rae.
Don’tfocustoocloselyoncompetitorseither–notewhatthey’redoing,butbe
yourself and be creative.
Getting results is what Orange PR is all about: one campaign on a single
Shanghai-based social e-commerce platform for a New Zealand skincarebrand
resultedinmorethan1000unitsbeingsoldwithinthreedays.RaeandJanetput
that success down to the right marketing strategy, marketing resources,execution
and budget.
Orange PR is in tune with the forces shaping China’s future e-commerce
landscape and is well-resourced and skilled to deliver maximum impact for Kiwi
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Zealand, as well as more than 4500 Chinese mothers living here.
Thedaigouconnectionisvital,saysJanet,becauseconsumersinChinawantto
knowthatabrandisauthenticandcanbetrusted. Supplied content.ORIGINALLY FOUNDED IN FUJIAN, SOUTH CHINA, ORANGE PR IS A ‘FULL SERVICE’ MARKETING
AND PUBLIC RELATIONS COMPANY WITH AN OFFICE ON AUCKLAND’S NORTH SHORE
SERVICING KIWI EXPORTERS WANTING TO ACCESS THE CHINA MARKET.FULL SERVICE, RESULTS DRIVENo
F
ull service’ means everything from product
design, marketing strategy and analysis to
social media measurement, KOL and celebrity
marketing, word-of-mouth marketing,
e-commerce strategy and execution,
livestreaming and event management – to reach consumers
not just the mainland China market, but also the local New
Zealand China market.
Marketing director and co-founder Rae Ling has more than
ten years marketing experience based in New Zealand; while
accounts director and co-founder Janet Chen has more than a
decade of e-commerce and online experience in China.
They fully understand Chinese consumers and the social
media/e-commerce landscape in China – therefore eliminating
time wastage for Kiwi clients.
Rae and Janet’s ‘do’s’ for companies looking to establish their
brand in China’s digital marketplace include focusing on:- Search engine optimisation (SEO) – to optimise your
EUDQG¶V%DLGXUDQNLQJ &KLQD¶V*RRJOH - Chinese consumer behaviour – understanding tastes and
preferences (with packaging, for example, using less words
DQGVLPSOHFRORXUVVXFKDVμSHDUOZKLWH¶ - Social media – WeChat and Weibo (China’s Twitter and
)DFHERRN $QHIIHFWLYHHFRPPHUFHVWUDWHJ\UHTXLUHV
strong exposure on these ‘native’ platforms aimed at your
target customers. - Digital marketing – especially if your budget is limited.
THE EXPORTER PAGES
JANET CHEN AND RAE LING.