On November 21, the Confucius Institute at UNSW and UNSW’s Startup China Program jointly held a forum at the Michael Crouch Innovation Centre (MCIC) on innovation and entrepreneurship entitled “Marketing to Chinese Customers: Business Culture & Case Studies”.
The evening began with a keynote address delivered by A/Prof Emma Junfang Xi, Chinese Director of the Confucius Institute at UNSW, followed by a panel discussion. A/Prof Xi was joined by panellists Zheng Xueting, co-founder of China Digital International; Rain Yuan, founder of WHY Dream Studio; and Andrew White, chairman of AustCham West China. Melissa Ran, UNSW Startup China Program Manager moderated the discussion.
In her speech, A/Prof Xi focused on the topics of Chinese millennials, characteristics of China’s e-commerce market, and implications for Australian enterprises. Through anecdotal accounts and cited studies, Xi examined current trends in China and illuminated both commercial and cultural aspects of Chinese consumption.
During the discussion, the four panellists each shared their knowledge and individual experiences related to the growth of new social media platforms, establishment of business contacts, and business and cultural exchanges in China. Members of the audience also engaged with the panel in a Q&A, noting that the expertise shared by the panel deepened their understanding of China’s rapidly changing context.
