Coming back from COVID-19: considerations for Chinese brands in Australia during the recovery

Updated: May 29

Diana Pong heads up a team of specialists in services including communications strategy for multicultural audiences, PR and social media campaign execution and language services. We asked Di to share her insights on the communication challenges facing Chinese brands in the current environment.

How does the current COVID situation and trade tensions impact the way Chinese brands need to communicate in Australia?

It's more important than before for Chinese brands to demonstrate their connection and localisation specifically to the local Australian market. It's key to show that the brands are investing locally to support the local workforce and community. They need to communicate their brand purpose rather than focusing on sales during this challenging time.

How do Chinese brands continue to win the hearts of Aussies?

Chinese brands have been seen as value for money. In recent years they are able to come up with advanced technologies that allow them to continue providing that value proposition. Innovation would allow Chinese brands to offer products and services that stay top of mind of Australian consumers.

What advice do you have for Chinese brands entering the market?

My advice would be to find a local partner who has extensive experience and understanding of the local market to be your guiding light. No matter how successful you are in your own market, it's of utmost important to understand the market that you are entering. Areas such as competitive environment, consumer behavior, stakeholder mapping, media landscape would help form your launch strategy. Your local PR agency partner can often provide these support to you and much more.


Contact Di to learn more: diana.pong@thrivepr.com.au


新冠肺炎过后:在澳大利亚的中国品牌在经济复苏期间需考虑的事项


庞洁雯(Diana Pong)领导一队专业服务团队,服务范围包括针对多元文化受众的传播策略,公关和社交媒体活动执行以及翻译服务。我们请Diana分享在当前的环境下中国品牌应如何解决传讯的挑战。


新冠肺炎和紧张的贸易局势如何影响中国品牌在澳大利亚与其服务受众的沟通方式?


对于中国品牌而言,他们特别需要与澳大利亚本地市场作出紧密联系和把服务及产品本地化,这比以往更为重要。关键在于展示品牌在本地的投资以支持本地劳动力和社区发展。在这个充满挑战的时期,他们需要传达其品牌宗旨,而非专注于产品销售。



中国品牌如何继续深得民心?


中国品牌一直被视为价廉物美。他们在近年能以先进的科技来继续提供这价值定位。产品和服务的创新将有助澳大利亚消费者对中国品牌留下深刻印象。


您对中国品牌打入澳大利亚市场有何建议?


我的建议是找一家对本地市场有丰富经验和了解的本地合作伙伴作为您的指路明灯。无论您在自己的国家有多成功,能了解本地市场是尤其重要。能掌握竞争环境、消费者行为、利益相关者规划、媒体环境等领域将有助制定您的业务发布战略。您本地的公关公司合作伙伴通常可以为您提供这些和甚至更多的协助。



联络Diana以了解更多资料: diana.pong@thrivepr.com.au


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