Marketing to Chinese: tips for NZ businesses

Learn how Chinese marketing is different to Western marketing

Chinese Marketing – whether residents in NZ, tourists or promoting your export to China – involves a completely different set of media and techniques from traditional Western channels that revolve around websites and Google. WeChat marketing is a core strategy.I’ve put together a White Paper that explain why Western marketing methods fail when marketing to Chinese – and what to do instead.

At Alexanders Digital Marketing, we get frequent enquiries from individuals interested in wanting to know where to start with WeChat, and marketing to Chinese.  Sometimes a company is doing exploratory homework, while the executive team isn’t ready for action.  In other cases, companies have opportunities such as attending international trade shows, or existing distribution agreements. They’re interested in building a foundation using culturally-appropriate methods.

Either way, knowledge opens up insights about what your next steps might be, so you can put forward a plan or some recommendations to management.

In the whitepaper, you’ll learn:

  1. The different mindset that underlies purchase and preliminary product research behaviour.
    – Why Chinese don’t default to Google.
    –  Mistrust of search results.
    –  Reliance on advice from colleagues or trusted referral sites.
  2. How to make your content accessible to Chinese via trusted sources
    – Choosing your platform
    –  WeChat: social media but not as we know it
    –  The importance of a verified WeChat account
    –  Why celebrity endorsement is a winning strategy
  3. Examples of trusted sources of information for Chinese
    – The main social media sites & portals
    – Overview of WeChat, Weibo, Mafengwo,Fliggy, Little Red Book, TMall, TaoBao,
    – Popular payment methods: WeChat pay vs Alipay vs Union pay
  4. Steps to get started
    – 10 techniques for beginners
    – 10 techniques for intermediates
    – 11 tips for advanced Chinese marketers
  5. Frequently asked questions
    – What if I have no in-house Chinese staff to manage and reply to my WeChat account messages?
    – How much will Chinese marketing cost?
    – How long does it take to get a verified WeChat account?

The White Paper – costing NZ$39.95, explains why Western marketing methods fail when marketing to Chinese – and what to do instead.  It is a culmination of three years’ of learning and insights by Alexanders Digital Marketing executive Rachel Alexander.


Ever since reading Ping and Tubby and the Lantern as a youngster, Rachel has had a fascination with China.  As a digital marketing agency owner, Rachel has observed and applied a variety of techniques to reach Chinese. Despite having a Mandarin degree and having visited China, her Mandarin is limited. But through hiring three Mandarin-speaking staff – including one who worked in marketing in China for hotels, and another who is a content writer successfully selling souvenir product through online posting –  and 23 years running a marketing company, she has discovered some fascinating insights about how Chinese buying behaviour is distinct from Kiwi buying behaviour.

You may have to get other people on board with the different approach, so this whitepaper will help you explain why the approach needs to be different.

Rachel & Ivy hope this whitepaper provide you with a pathway, confidence, and an action plan so you know where to start.

Get started today for just

PS We are happy for you to share the Whitepaper within your organisation but please respect the fact that it has taken hours of time, hard work on campaigns and research for Rachel to learn these insights. We respectfully ask you not to share this outside your organisation.

Rachel Alexander is founder and CEO of Alexanders Digital Marketing, a Christchurch, New Zealand marketing agency specialising in online marketing and website optimisation.

blank Ivy Cui is from Xian in China and curates content for a number of Chinese social media accounts. Having worked in a souvenir shop, she brings strong cultural knowledge of how Chinese in China and visitors in NZ use media.