DESIGNING FOR CHINA为中国设计

10 TOP TIPS

近几年各行各业全球化的趋势，让很多中国 企业开始制定海外营销战略，力争把 “中国制造” 品牌，推出国门，迈向国际。海外市场不同的历史文化背景，不一样的语言、人文地理和消费心理等，令制定能够适应本土化的品牌营销战略至 关重要。

作为中国重要经贸合作伙伴的澳大利亚，具有独特的市场特点。了解澳大利亚企业品牌本土化、 广告宣传和其他创意营销的特点，是中国企业成功拓展澳大利亚市场的重要一步。

澳大利亚品牌策划和创意沟通的旗舰企业BWD，给中国朋友精心准备了这本《为澳洲设计 10个 实用贴士》手册。

BWD，是澳大利亚一间领衔创意沟通公司，致力于通过创意营销策略，协助客户建设可持续性企业。

作为澳大利亚品牌建设的旗舰企业，BWD拥有双语营销的悠久行业历史，以创意、创新和专业，帮助了众多跨国公司，成功制定品牌国际化和本土化策略，协助他们推销其产品与服务。

详情见bwdcreative.com.au

BWDSUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA

为澳洲设计

10

DESIGNING FOR AUSTRALIA

个好贴士

Cross-cultural pollination in a globalised world is ushering in a vibrant new era of communication. In the following pages you’ll find ten top tips to help you navigate new conversations when doing business in China.

好运 (Good luck)

BWDSUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA

BWD，是澳大利亚一间领衔创意沟通公司，致力于通过创意营销策略，协助客户建设可持续性企业。

作为澳大利亚品牌建设的旗舰企业，BWD拥有双语营销的悠久行业历史，以创意、创新和专业，帮助了众多跨国公司，成功制定品牌国际化和本土化策略，协助他们推销其产品与服务。

详情见bwdcreative.com.au

01Be patient with Chinese companies. Good things come to those who wait, but only once trust has been established.

GUANXI FIRST, BUSINESS LATER

1

BE AUTHENTIC... Show your respect for your host’s success. Acknowledge their customs and hospitality, but remain authentic to your own roots. Many brands have failed to ‘look Chinese’ when their own national heritage would play just fine.

02

Looking Chinese

Respectfully local Authentically Australian

2

03Chinese people are increasingly well-travelled, global citizens. However when it’s time to talk business on their turf, get yourself a specialist translator who understands your business and can potentially spot important communication nuances of which you may be unaware.

...BUT TALK THEIR LANGUAGE

3

04THINK MACRO TO MICRO

Chinese culture places the collective before the individual. Addresses are written province, city, district, block and gate number. Chinese put surnames first, and the year before the month and date. So think about the big picture first.

4

05When examining a picture, a western eye may see the deer before the forest, while a Chinese reader, steeped in eastern philosophy, may consider the complex harmony of nature. Your corporate communications should also consider the balance between personal need and shared benefit.

HIGHLIGHT OUR COMMON GOALS

5

0406READ THE SIGNS Chinese design is rich with symbolism. Numbers

have meaning. Colours have meaning. A single brush stroke can convey a lifetime of feeling. So ask a local expert to consider the hidden meaning of every element of your communication carefully.

wood forest large forest

LONG LASTING

PERFECT

LUCKY

RICH (CANTONESE)

DEATH

木 林 森numbers

数 字colours

颜 色

九 9

六 6

十 10

八 8

四 4

木 木

木 木

木

木

林 森

森

JOY / WEALTH / CELEBRATION / PROSPERITY / LONG LIFE / BLOOMING

EMPEROR / ROYALTY / HAPPY / GOOD FAITH

WEALTH / METAL

DEATH / DARKNESS / GORY

PURENESS / COURAGE / SADNESS

6

07Thinking of creating a Chinese version of your logo?

Chinese characters are pictograms that often reflect their natural origins. So consider their meaning and sounds beyond their literal translation.

Above: The Chinese pronunciation of ‘Kerker Kerler’ means ‘tastes good’, while Ikea and Carrefour have manipulated the pictograms of their logo to reflect their business purpose.

MARKS MATTER

EMPEROR / ROYALTY / HAPPY / GOOD FAITH

WEALTH / METAL

DEATH / DARKNESS / GORY

PURENESS / COURAGE / SADNESS

7

08FOLLOW US ON WEIBO

The sophistication, prominence and adoption of Chinese social media and e-commerce far exceeds our usage in the West. Embrace the opportunities that QQ, WeChat, Weibo and a multitude of other platforms can bring to your business.

Monthly active usersSource: linkinfluence.com

850+ million

600+ million

287+ million 200+

million

8

09Formalities and ceremony are still observed by many people. So don’t call your elders by their first name, be prepared for a time-consuming lunch and put some thought into your corporate gifts.

MIND YOUR MANNERS

9

0410BE THE CHANGE

China is not the China of twenty years ago. Tradition remains but cross-cultural influence is everywhere, particularly in Tier 1 cities such as Beijing, Shanghai, Guangzhou. So don’t be afraid to try something new and move the conversation forward.

10

AGRIBUSINESS (Guangzhou, Chengdu and Shanghai)

FINANCIAL SERVICES (Hong Kong and Shanghai)

HEALTH AND AGED CARE (Beijing, Hangzhou, Wuzhen and Shanghai)

INNOVATION (Shenzhen, Beijing and Shanghai)

INTERNATIONAL EDUCATION (Shenyang and Shanghai)

PREMIUM FOOD & BEVERAGE AND CONSUMER (Beijing, Hangzhou and Shanghai)

TOURISM (Shanghai)

URBAN SUSTAINABILITY AND WATER MANAGEMENT (Xiamen, Jiaxing, Suzhou and Shanghai)

WESTERN PROVINCES

INLAND PROVINCES

COASTAL PROVINCES

Guangxi

Xinjiang

Tibet Autonomous Region

Qinghai

Sichuan

YunnanGuangdong

Hunan

Guizhou

Jiangxi

Fujian

Zhejiang

Anhui

JiangsuHenan

Shanxi

Inner MongoliaLiaoning

Jilin

Heilongjiang

Shandong

Shaanxi

Gansu

Hubei

Hainan

Hebei

HAIKOU

BEIJING

TIANJIN

SHANGHAIHANGZOUCHENGDU

GUANGZHOU TAIPEITAIWANSHENZHEN

HONG KONG

NANJING

WUHAN

SHENYANG

CHONGQING

FACTSHEET

11

CORE

NETWORK

designers

illustratorsphotographers

strategists writers

web developers

video producers journalists

editors proofreaders

WE HAVE THE RIGHT MIX OF SKILLS

12

DESIGNING FOR CHINA为中国设计

10 TOP TIPS

BWD is one of Australia’s leading independent creative communications agencies.

Our purpose is to help build sustainable organisations by creatively communicating strategy.

Our long history of bilingual marketing and communications means we are perfectly positioned to help international businesses reach new audiences.

Find out more at bwdcreative.com.au

近几年各行各业全球化的趋势，让很多中国 企业开始制定海外营销战略，力争把 “中国制造” 品牌，推出国门，迈向国际。海外市场不同的历史文化背景，不一样的语言、人文地理和消费心理等，令制定能够适应本土化的品牌营销战略至 关重要。

作为中国重要经贸合作伙伴的澳大利亚，具有独特的市场特点。了解澳大利亚企业品牌本土化、 广告宣传和其他创意营销的特点，是中国企业成功拓展澳大利亚市场的重要一步。

澳大利亚品牌策划和创意沟通的旗舰企业BWD，给中国朋友精心准备了这本《为澳洲设计 10个 实用贴士》手册。

BWDSUITE 2, LEVEL 1, 234 GEORGE STREET SYDNEY NSW 2000, AUSTRALIA