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All Articles 67 articles

Read in-depth analysis on the Chinese Market with insights, research and opinions from our team of experienced professionals.

News 67 articles

Find out what’s been happening at Sinorbis recently. Learn more about the team behind our work and discover what we’ve been working on.

Digital Marketing in China 67 articles

With one of the world’s largest online communities, China’s digital marketing landscape is constantly changing and incredibly unique. Learn more about the way Chinese consumers use the web and interact with social media and read the latest Chinese Digital Marketing News and insights with Sinorblog and discover how to overcome the technical challenges business face when operating from outside of China.

The Chinese consumers 67 articles

You might know about the Chinese market, but it’s essential you know who you’re marketing to. Understand Chinese consumers and their shopping habits with Sinorblog as we share insights, research and analysis on consumer preferences and the different mindsets of key consumer groups in the region.

Doing business in China 67 articles

Discover what it’s really like to do business in China as we share first-hand insights, case studies, tips and general information on the Chinese business environment.

Economy and Culture 67 articles

Get the latest news on the Chinese economic system and learn more about the unique cultural differences of the Chinese market with Sinorblog.

From the web 67 articles

Keep updated on what’s happening in China with Sinorblog. Here you’ll find our insights on China’s economic headlines, statistics, market interest, companies, business opportunities and everything else you need to know when doing business in the Chinese market.

CASE Study: PharmaCare leverages Sinorbis to reach Chinese digital consumers

After over three decades of success on home ground, major Australian producer of nutrition and supplement products, PharmaCare, was looking to tap into the lucrative China market, bringing its household brands such as Nature’s Way, Bioglan, Fatblaster and Skindoctors to mainland Chinese consumers.

 Airing Wang, PharmaCare’s brand manager for China, said..

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Case study: How Chatty Kids cracked the WeChat marketing code

There are few Australian companies that have been able to crack the WeChat marketing code, and Chatty Kids, an educational platform that helps kids learn how to read and speak English, is one of them. At this year’s Access China Summit, Chatty Kids founder Ken Taggart spoke about how his start-up have used WeChat to win over Chinese consumers, and what..

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How Nike, Givenchy and Louis Vuitton failed in China: Red dragons, red ink and red envelopes, part 3

According to Global Rev Gen’s executive director Rob Brown, there are three big reasons why non-Chinese companies fail when it comes to doing business in China, which he revealed during his presentation at the Access China Summit 2017.

In part two of this three-part series, we revealed the second reason: “red ink”. This was the term Brown used to..

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Red dragons, red ink and red envelopes, part 2: Why the biggest businesses in the world have failed in China

According to Global Rev Gen’s executive director Rob Brown, there are three big reasons why non-Chinese companies fail when it comes to doing business, which he revealed during his presentation at the Access China Summit 2017.

In part one of this three-part series, we revealed the first reason: “red dragons”. This was the term Brown used to describe the..

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Why Uber, Google and Facebook failed in China: Red dragons, red ink and red envelopes, part 1

There are myriad examples of highly prominent non-Chinese companies who have attempted to do business in China, only to be forced to retreat later with their tails between their legs. Uber, Google, Asos … The list goes on.

Executive director of Global Rev Gen, Rob Brown, began his presentation at the Access China Summit 2017 with this quote from former..

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Swisse’s former CEO Radek Sali on doing business in China

If there’s one example of an Australian company that has really got a handle on the Chinese consumer market, it’s Swisse. After just four years, 40 per cent of the company’s sales were coming from China – a situation that was virtually unheard of. In December 2016, Hong Kong-listed company Biostime International completed its takeover of Swisse, ..

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4 secrets to Tourism Australia’s digital marketing success in China

When it comes to organisations that have managed to capitalise on the Chinese travel market, Tourism Australia is an exemplary success story. In 2009, the overnight expenditure of Chinese tourists was contributing about $3 billion to the Australian economy, and was projected to reach $9 billion by 2020. Today, that initial projection has already been..

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Using Chinese search engines for market research

Search engine insights remain one of the easiest and cheapest way to do market research in China, allowing you to optimise your marketing activity and platforms to suit your user’s needs. For instance, Baidu Index (known as Baidu Zhishu and comparable with Google Trends) allows users to look up the search volume and trends for certain hot keywords and..

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Why your brand needs social listening in China

International fast food giant KFC had to weather many storms in the Chinese market. Only a couple of years ago, the company had to deal with the fallout from dark PR when three competitors started rumours on Chinese social media alleging KFC used genetically modified chickens with six wings and eight legs in their production. The post went live complete..

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How to use WeChat to market to Chinese consumers

China’s super app WeChat is continuing to make waves in Western media. The life-encompassing nature of its features such as making payments, ordering taxis, catching up with news and connecting with friends and family have firmly established WeChat as a social media platform that’s unlike anything else in the world.

The New York Times recognised the..

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3 little-known ways to improve the quality of your Chinese website traffic

The Chinese digital landscape is the most vibrant and fast-changing in the world. And there’s hardly anyone that understands the dynamics of the shifting digital ecosystem better than Sidney Song, Chief Data Officer at Publicis Media. At the inaugural Access China Summit, he delivered an international keynote presentation about the most important..

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3 tips for Australian businesses looking to succeed in China

Udo Doring, CEO and Executive Director of the Chamber of Commerce (AustCham) in Shanghai, says China offers an immense opportunity for Australian businesses. We recently had the chance to catch up with him to get his take on how Australian businesses and international brands can succeed in China. Here are his 3 key tips.

1. Understand the Chinese demand..

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CASE STUDY: Biostime’s Online Reputation Management increases positive search results by 2400% within 12 months


Learn how Sinorbis-Netconcepts helped Biostime, a Chinese domestic brand of infant milk powder, to build an online reputation around the brand and launch its new product SN-2 Plus. Positive search results in first 2 SERPs (Search Engine Result Page) increased by 24 times within 12 months.


Biostime’s China digital marketing challenge


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Revealed: Four critical aspects to produce an effective landing page for China

A landing page is one of the access or starting pages through which your targeted customers first visit your website.  Companies often leverage landing pages to promote new products, features, or campaigns so they are quickly brought to a user’s attention.

Why do you need a landing page?

What is the goal of your landing page? It is very important to..

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What level of education and fields of study are sought by Chinese students when studying overseas

Chinese students study abroad in record numbers, but what level of education are they looking for, and what fields of study are the most popular?

The Master’s degree is by far the most common level of education being sought overseas. 54% of Chinese students choosing to study in Australia are targeting a Master’s, along with 59% (the highest) in the UK..

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Online Reputation Management: Building Your Brand in China

It’s an ongoing journey and continuous efforts are needed to build your brand identity and reputation online, especially when you are entering a new and unfamiliar marketplace. First you must have your business noticed and then you need to get people talking about it, but it must be the right kind of conversation.

In China, your brand reputation is..

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3 Tips to successfully launch a Tmall Global Store


As the iResearch data suggests, having a unique product is a compelling proposition in the Chinese market. While not many businesses are in such a fortunate position, they can still develop a value proposition that will get cut-through. It just takes some market research and careful planning to..

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Which are the top Chinese cities that search for Australian education by Chinese students?

For marketers and education institutions targeting international Chinese students, it’s important to understand as much as possible about them. This includes which provinces the Chinese students are likely to come from, and what device they use when looking for international education. A deeper understanding about this information will be very useful for..

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Tmall Global’s Top 5 most powerful and popular features

Tmall Global isn’t just a Chinese ecommerce platform that lets retailers host an online store. It also offers a comprehensive set of tools and promotional features to ensure that sellers can get their products effectively in front of the right audience. The store layout itself can be chosen from 55,000 different templates in 30 industries that allow..

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Top 10 recommendations to attract Chinese students

Chinese students inject billions of dollars into the Australian economy, but how much do we know about the factors influencing the Chinese student’s international education decisions? How to best reach them during their decision-making process, to influence their final selection? To reach Chinese students, education institutions need to: Understand,..

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8 Mistakes You Need to Avoid for Optimal Chinese Search Engine Results

The better the SEO of your website, the better the likelihood of your website receiving a higher ranking on the organic search results of Chinese search engines. By virtue of its cost-effective advantages, website SEO has become one of the major digital channel for companies to build up their brand and attract traffic.

However, there are still some..

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How two Australian Universities succeeded in attracting Chinese Students

When attracting Chinese students, George Hernandez of the University of Tasmania (UTAS) advises “web first; everything else second.” He emphasises the importance of having a Chinese website specifically designed for Chinese users and hosted in China for the best user experience, with local hosting ensuring speedy site loading. He said the local UTAS..

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The top secret to reaching prospective Chinese students

Finding the right education, choosing the right destination county and then arranging the move overseas is not something that can be done quickly by Chinese students considering overseas education. Chinese people like to carefully research everything before they begin their preparations. For marketers and education institutions planning their strategy,..

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Revealed: How to gain top ranking in Chinese search engine results

The Chinese search engine is a vital tool that must be understood and mastered by any company wishing to tap into the Chinese market. In this post, we will address the most important factors marketers need to consider to develop an effective search engine strategy for China.

Before we develop a strategy for the Chinese search engine, we need to define..

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How foreign brands can successfully position themselves in China

Global marketers can no longer rely on "foreignness" to add premium values to their foreign brands in the Chinese market. But in some categories health and safety concerns have seen a comeback in foreign brand relevance.

It’s important to understand the historical context to evaluate where we are today with regard to the foreign-local brand dynamic in..

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What you need to know about the Tmall ecosystem

Successfully launching a Chinese eCommerce store starts with understanding Tmall and its ecosystem. Why Tmall?

With a market share of 30% Tmall, formerly known as Taobao Mall, is China’s largest B2C eCommerce platform. As the B2C arm of the Alibaba Group, it not only has over 400 million active users posting 20 million comments and reviews on the..

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Top factors influencing destination country, university and fields of study for Chinese students

Chinese students wanting to study oversees need to make big decisions when choosing to study abroad: destination country, university and fields of study. So then, what are the top factors that help Chinese students and their parents make these decisions? Here we uncover the top factors that influence their decision to help you understand the ..

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Case study on two fashion brands: Forever 21 succeeded in its Chinese digital marketing while ASOS shut down its Tmall store

Understanding the Tmall ecosystem is the first step to launching a successful online store in China. But building a sustainable eCommerce presence is not just about using the right tools on Tmall, it’s applying them in the context of a dedicated China digital marketing strategy and integrating them with the digital channels on and off Tmall such as..

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The top purposes and concerns of Chinese students studying abroad

The top purposes Chinese students study abroad

Chinese students choose to study abroad for many reasons. While some students may study abroad at the request of their parents (12%), the majority do so for an enriched personal experience (64%). Other reasons from a students’ perspective include advanced knowledge (54%), future employment prospects (46%)..

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China SEO: SEO Link Building & Optimisation for Chinese search engines

Chinese search engine optimisation is indispensable to your digital presence in China and should be one of your company’s top priorities to tap into Chinese online demand. As a key part of the search engine ranking and optimisation strategy,  website link building involves both internal and external links. Both types of links play an important role for..

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Top drivers of Chinese consumers’ demand for international products

China is now the largest online shopping market in the world, reaching USD$683 Bn (RMB 4.7 Tn)1 gross merchandise value (GMV) in 2016, with 467 million digital shoppers and accounting for over 40% of the total global online shopping sales.

And this is just the tip of the iceberg. According to Forbes, online sales are expected to grow a further 20%,..

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Top searched Australian universities online by Chinese students

Chinese students are heading overseas to study in record numbers, and regardless of the country of interest, Chinese students had quite clear preferences for specific universities when searching online. The exciting trend is that although there are universities that are obviously more favoured, Chinese students can be influenced in their interest as a..

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4 steps to generate the best SEO keyword for China SEO

Your website ranking and traffic is a direct result of how you select and optimize your website keywords. During the China SEO keyword selection, you need to consider primary keywords, secondary keywords as well as long tail keywords. So how do you select keywords with targeted traffic?

There are four steps you need to consider. They are the choice of..

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Who makes the decision when selecting an overseas university, Chinese students or their parents?

As digital marketers, it’s important to get your message straight to the decision maker, but who is the decision maker for Chinese students studying at international universities? Traditional Chinese culture would indicate that parents are the decision makers, but times change, and the millennial generation is becoming increasingly independent and have..

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Australia is about to overtake Britain as the second most preferred destination for Chinese international students

Sinorbis’s CEO, Nicolas Chu, appeared on Sky News Business show ‘Ticky’ to discuss the latest insights on Chinese international students. 

Drawing on the latest research in our whitepaper The Learning Dragon: Studying with International Chinese Students, Nicolas explored the issues Chinese students consider when choosing an international university or..

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WeChat accounts and WeChat marketing 101

WeChat is a popular marketing and social messaging app with over 1.1 billion registered accounts and 846 million monthly active users, according to Tencent’s Q3 results for 2016. Known as Weixin which is translated as ‘micro message’, the communication service was designed by the Chinese based company Tencent in 2011 achieving instant popularity.


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3 key differences between Western and Chinese search engine ranking signals

The Chinese search engine market is booming and the demand for information from Chinese consumers remains insatiable. With over 700 million active internet users in 2016 and 6 billion daily search queries on Baidu alone, improving your search engine ranking remains one of the most effective ways to reach Chinese digital consumers.


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The top 5 things to know for an effective mobile SEO in China

With the growing competition in PPC, i.e. search engine marketing in China, more and more businesses have become aware of the enormous potential in Search Engine Optimisation (SEO), on both desktop and mobile devices. Here we show you how to do an effective mobile SEO for Chinese search engines and capitalise the opportunities from 695Mn mobile internet..

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Western and Chinese web design: what you need to know

Chinese internet culture is relatively young but is maturing with startling speed. In just a few years, Chinese web design has evolved greatly. However, English and Chinese websites are still substantially different, in more ways than just language. Chinese internet users like to browse through large amounts of information, both specific and related,..

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Top 3 recommendations for attracting the Chinese millennial traveller

The Chinese millennial traveller is an important part of the tourism boom in China. Chinese tourists are exploring more of the world and traveling more often. The China National Tourism Board reported that in 2015, 120 million Chinese outbound travellers spent A$287 billion (US$215 billion) worldwide on overseas trips.i

Every year, Australia receives a..

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Exciting launch of Sinorbis University’s monthly conference series to help Australian companies do business in China

‘China is big. China is different.’ Nicolas Chu, CEO and Founder of Sinorbis kicked off the first session in an exciting series of events by declaring that businesses are not prepared for how big or how different the Chinese business space is. This first event, entitled Learn how to acquire Chinese consumers through digital marketing, explored the issues..

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Marketing to China: Turning strangers into advocates

China accounts for a quarter of the world’s internet population. This presents a significant opportunity for foreign industries looking to capitalise on a largely untapped market. However, this portion of the internet population is not surfing the same sites that we are. They have their own ecosystem with platforms that behave in a different capacity to..

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Case study: UTAS’ new digital marketing presence helps Lift Chinese student recruitment by 44%


Learn how Sinorbis helped the University of Tasmania (UTAS) transform their digital marketing presence in China and assisted lifting Chinese student recruitment by 44% in just one year.

UTAS’ China digital marketing challenge

When it comes to marketing, UTAS has long adopted a digital mindset. “Our attitude is web first, everything else next”,..

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The 3 key insights from the 2016 International Student Recruitment and Marketing Conference

Recently the Sinorbis team attended the 2016 International Student Recruitment and Marketing Conference. The conference attracted experts and thought leaders from major universities and educational institutes from around Australia. Over the course of the event, the speakers presented research into:

  • what international students want;
  • what Australia can..
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How understanding Chinese culture breaks down barriers and unlocks business opportunities

Let the states of equilibrium and harmony exist in perfection, and a happy order will prevail throughout heaven and earth, and all things will be nourished and flourish.                -       Confucius

The path into Chinese commerce can be more of a slippery slope. The various digital platforms and different sales channels are loaded with their own..

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Chinese PPC and Sogou Search Engine

Sogou, China’s 2nd Largest Search Engine 

When Chinese search engines such as Baidu and Sogou are discussed, Pay Per Click (PPC) marketing is never far behind. PPC marketing is a fast, effective method of promotion for business owners that provides instant results. There are several major Chinese PPC platforms such as Baidu, Sogou, So.com and Shenma and..

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3 things you need to know about digital marketing in China

It’s now almost a year ago since the China-Australia Free Trade Agreement (ChAFTA) entered into force. Given that China is one of the world’s fastest growing consumer markets and home to over 710 million internet users, there’s no doubt that it holds tremendous opportunities for Australian businesses looking to expand their reach and global market share.

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The Great Firewall of China: everything you need to know about internet censorship

There are many hurdles a Western organisation looking to do business in China needs to jump: The culture clash, the language barrier and navigating digital eco-systems such as Chinese social media platforms and search engines like WeChat and Baidu. However, one of the biggest hurdles any expanding business will face is a large barrier of pervasive..

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Single's Day 2016, the largest shopping day in history

Alibaba blows last year’s record out of the water

On 11 November 2016, Alibaba sold a record breaking ¥120.7 Bn (A$23.2 Bn) total GMV (Gross Merchandise Value) in 24 hours, 32% more than last year’s figures of ¥91.2 Bn (A$17.5 Bn).

At the nationwide shopping spree’s peak, Alipay processed 120,000 transactions per second and Alibaba Cloud processed..

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Baidu SEO Keyword Filtering Approach

Compared with western search engines, Baidu SEO is very unique and hard. When doing SEO for Baidu, keyword research should be done for Baidu as well.

Chinese people will have different search preference than people in other countries. In this article, we outline key approach on Baidu SEO keyword filtering to help business better understand China..

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SEM China: 5 Steps for Better Results

Building a Plan for SEM China

Getting to know Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) is essential for any business. It helps to cement your brand and reach a wider audience. In China SEM is the key to helping businesses break into that flourishing market.

SEM and SEO are used to raise your business profile. SEM refers to paid..

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China’s Unique Online User Behaviour

Social, cultural and economic differences between China and the West mean that online user behaviour patterns often differ significantly. Things such as use of email, the e-commerce habits and an emphasis on trust and reputation are a result of these differences. Understanding the differences in Chinese consumer behaviour and developing an understanding..

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Popular Australian Products & Services in China

Chinese shoppers are becoming increasingly sophisticated and affluent, and the type of products and services sought by Chinese consumers is changing. Services are forecast to overtake goods as the drivers of urban consumption growth, with an 11% increase annually through 2020, accounting for 51% of all growth in urban consumption compared to the annual..

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Chinese Social Media: What you need to know

If you think you can take what you know about Social Media and implement it for the Chinese market, think again. While there may be certain similarities to the European and western markets, Chinese Social Media will pose many challenges. The platforms are different, and so is the way users interact with social media online.

However, as latest statistics..

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China's market opportunity

The China market opportunity is enormous, with China’s social and economic transformation over the past decade giving rise to a new age of consumerism. Rapid urbanisation, increased affluence and digital commerce have seen private consumption rise dramatically. It is forecast to grow by another 50% by 2020, to A$8.6 trillion, making it one of the main..

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The China Australia Free Trade Agreement - ChAFTA

The China Australia Free Trade Agreement (ChAFTA) is a game changer for Australian companies involved with China as it paves the way for easier trade between the two countries. This bilateral agreement will not only put Australia on a level playing field with other nations who have already signed FTAs with China, it will also put Australia at an..

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Social Marketing Landscape in China

With more than 700 million social media users, China is one of the world’s most social nations, similar to Indonesia, Brazil and the United States.  As eCommerce and digital media rise in China, it is important for foreign companies not only to understand the importance of social marketing in China, but also to learn how to leverage this powerful vehicle..

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Remain Visible in Baidu SEM After the Wei Zexi Incident

21-year-old Wei Zexi, a Chinese college student, hit the news in April when he died from a rare form of cancer. It wasn’t his death that raised concern, but the form of treatment he was given in a Beijing hospital. He had sought help for his condition, searching for answers from China’s top search engine, Baidu. He chose an experimental treatment from a..

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The launch of Sinorbis

During the morning of Tuesday 31 May 2016, Sinorbis hosted its official launch event in the heart of Sydney CBD at Merivale’s event venue, Fourth Floor. Guests, who included clients, investors and media representatives, mingled over delicate sweets and treats, and I’m sure I heard someone say something about a dragon….

To business, and kicking off the..

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China Search Engine Marketing

With Western search engines such as Google almost non-existent in China, it’s no surprise that SEO and SEM strategies in the country are entirely different. Just as China has its own Chinese social media channels, it also has its own Chinese search engines, meaning that search engine optimisation tactics in the region are much different to those in the..

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ICP: What Do You Need to Know

For any website hosted in China, you will need to apply for an ICP (Internet Content Provider) identity approved under Chinese regulations. Afer receiving approval, your website is recognized as a legal site permitted by the Chinese government to provide the applied for web service in China.

There are two types of ICP requirements in the Chinese..

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The Chinese Student

More and more students are leaving their hometowns and travelling overseas for their education each year. China is the top country of origin for international students around the world and is the number 1 country of origin for the US and Australia. According to the China Educational Bureau, in 2014, over 459,800 Chinese students packed their bags and..

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Real Estate - The Chinese Buyers

Chinese real estate investment overseas is at an all-time high, with Chinese buyers now the fastest growing segment of real estate buyers globally. Rising incomes, good educational resources and living conditions, ROI in property and permanent ownership of property are all the main reasons why

Chinese buyers invest their money in properties around the..

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Is it the right time to enter the Chinese Market?

These days, the Chinese economy is one which often confuses business owners.

Who hasn’t seen one of those reports describing "new normal" low GDP levels, massive economic bubbles or China’s stock market crashes?

Despite all this, the Chinese market is one that is filled with opportunities for overseas businesses. China, as well as being the second..

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The Chinese Traveller

UPDATE : Read the latest information from around the world as our experts present a clear picture of the Chinese traveller and show how businesses can capture the opportunity that sits in front of them. Download our free whitepaper on Chinese Tourists now.

Each and every day, hundreds of thousands of tourists land in Australia, ready to take in the..

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The Chinese Digital Consumer

Digital Market in China is much larger than many expect. With over 668 million consumers connected to the internet and 596 million mobile internet users.

China has both the largest internet population and the largest number of mobile internet users in the world. Any business looking to promote their products in China needs to join the online revolution.

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The birth of Sinorbis

In Latin, Sina means China and Orbis, the World. Our mission at Sinorbis is to connect Chinese customers with the rest of the world…

For those who have worked with me, it is no secret that I have always been fascinated by the huge potential of the online Chinese market.

It started 10 years ago through my interactions with e-long, the joint venture that..

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