Reaching Out to Local Ethnic Media
Marketing to the Chinese Market:
When we talk about Chinese people, they aren’t just from mainland China. Sure, that’s where the majority are from, but in Australia alone, there are over a million Chinese people from places like Hong Kong, Macau, Taiwan, Singapore, and beyond.
Chinese immigrants are spread all over the world, especially in Western countries like the US, UK, Canada, and even in places like Japan and Korea. And let’s not forget, almost every country has a significant Chinese community, and many have family and friends living overseas. This global network means that brands can focus on local Chinese communities while Australian companies can aim for broader international exposure.
Chinese communities are deeply connected through word of mouth and user-generated content, with unique platforms that cater to their needs. Nearly all mainstream social platforms have Chinese equivalents, like Xiaohongshu for Instagram/Pinterest, Douyin for TikTok, and WeChat, which is like Instagram, WhatsApp, and more all rolled into one. WeChat is almost ubiquitous among Chinese people; it’s rare to find anyone of Chinese background who hasn’t used it, even those born overseas, as it’s essential for staying in touch with family.
Now, China has strict policies on what can be said. Even if you’re outside China, using these Chinese-developed social apps means you still need to follow Chinese laws. This has led to a push for more impartial news and local community voices. Chinese communities around the world have created their own media outlets to share free speech and capture local happenings. As Chinese immigration increases, these media outlets become even more crucial, acting as bridges between the Chinese community and their local surroundings, delivering accurate information to Chinese audiences.
Here are some key Chinese news platforms in Australia:
Today Media Group
Main Location: Sydney | All of Australia
Today Media Group covers all of Australia but has a particularly strong presence in Sydney. They are primarily digital, with a powerful presence on their WeChat public account and their app. Their app is especially popular among international students and new immigrants, offering local news, housing, job searches, financial news, and more. Compared to WeChat’s strict regulations, the app provides more freedom and varied ad formats, making it a preferred choice for brands targeting the Chinese community. Their WeChat account can only post eight articles per day, but these are high-quality and have a large following, making it a great option for brands.
Australia Impression
Main Location: Sydney | All of Australia
Australia Impression, similar to Today Media Group, is influential across Australia, offering a range of services through their app and WeChat. They are known for their offline events, concerts, livestreaming, short videos, and self-produced series. For brands looking to reach Chinese audiences through multiple channels, they are an excellent choice.
Yeeyi
Main Location: Melbourne | All of Australia
Yeeyi is a popular platform in Melbourne, providing digital services through their WeChat account and app. These include housing rentals, job listings, second-hand markets, vehicle transactions, and coupons. They are particularly popular among students and often promote or host concerts.
WeLife
Main Location: Melbourne
WeLife is popular in Melbourne for their high-quality WeChat articles, which have high engagement rates. They are a good choice for brands that require well-crafted copy.
Polaris Media
Main Location: Sydney | Melbourne
Polaris Media is favored by luxury and beauty brands. Although their WeChat readership is smaller, they excel in collaborations with fashion, luxury, and beauty brands. Founder Jessica is a regular at brand events and an influencer herself.
City Discount
Main Location: Melbourne | All of Australia
City Discount shares discount information on WeChat for retailers like Woolies, Aldi, Coles, JB Hi-Fi, etc., making it popular. It’s effective for brands with promotional events.
Keywords: Discounts
Fang
Main Location: Sydney | All of Australia
Fang, an app under Today Media, focuses on real estate. It attracts high-quality buyers, making it ideal for real estate promotions.
Keywords: Real Estate
In addition to digital media, television, radio, print, and magazines also play a role. Xiaohongshu is gaining popularity, and influencer marketing/UGC content management are crucial. Choosing the right media is important; more followers don’t always mean better results. Selecting media that best fits your brand and audience expectations is key.
If you need help with Chinese media selection and strategy, please reach out to [email protected]. Learn More.