It's time to start building your net with AccessChina'16

Australia’s ‘clean and green’ image has Australian companies in a privileged position to do business in China but coasting on this is not enough warns highly respected Shanghai based Australian Senior Marketing Manager, Ann Bierbower.

This message and what needs to be done to best secure business in China, is just one of the many key insights Ms Bierbower will deliver at AccessChina’16 in October, 2016.

“The perception of Australia is very positive, which gives Australian businesses a leg up when it comes to entering China and building relationships but just coasting on this perception is not enough and smart work in China is needed to build upon this,” Ms Bierbower said.

The senior member of China Skinny - a full-service marketing, research and online agency, says it’s the number one lesson she’s learnt firsthand.
“Many companies think since their product is foreign, then it will sell but with an estimated 500 products launching (in China) a day, just being foreign is not enough.”

“The unique business idiosyncrasies of China mean things are done and seen differently here, so don’t coast - go in with a great but flexible plan!” Ms Bierbower said.

With the opportunity to attend the six-day Australian delegation to Shanghai closing at the end of September, she stressed just how real the opportunities are in China and how essential the learnings and tools provided through AccessChina’16 will be to initiating success.

“I’ll be talking about the Chinese consumer and what matters to them when it comes to food and beverage and since this is an especially competitive space, I’ll also look at opportunities to break through the clutter and truly connect with the consumer.”

Food and beverage are highlighted as a big opportunity due to the increasing knowledge about pollution and the growing preference for healthy products. Education is also another hot-point with the value of Western Education systems only increasing.

“Knowing the differences and how to position your business and product to the Chinese consumer in an appealing way is essential for success.”
“This can be drastically different or just slightly different, but even the slightest tweak can make a huge difference.”

Ms Biewbower added that one thing many don’t realize is the competitiveness of the Chinese market.

“The Chinese consumer is driving the market forward creating opportunities for foreign business, but there are so many businesses from all over the world vying for the attention of the Chinese consumer and it’s not just foreign companies competing against one another. Chinese companies are also becoming savvier at creating brands and products tailored made for the Chinese consumer,” Ms Bierbower said.

TSBE Executive Chairman Shane Charles said gaining invaluable insights into the ‘differences’ and how to position business and products in China is an area keenly anticipated by the history making Australian delegation.

“Ann has lived and breathed China for the past six years, chartering the entry of numerous successful international businesses and to secure her innate expertise for the conference is a key component of providing the attending Australian businesses with the most complete insights into succeeding in this dynamic market,” Mr Charles said.

What started out as a trip to China to complete her Masters on Chinese Consumer has turned into a six-year love affair for Ann who stayed on to forge a highly successful career.

During this time, she has led numerous research, strategy and marketing projects across the food and beverage, fashion, tourism, education and investment sectors.

Her passion to help Australian businesses succeed in China is best represented through one of her favourite Chinese sayings (Lin Yuan Xian Yu, Bu Ru Tui Er Jie Wang) which means, ‘instead of standing by the river and thinking about getting the fish, you should go back home and make the net now’.