Masterclass: Marketing to Chinese Visitors

Wednesday 7 February
9.00am - 5.00pm


Citadines on Bourke Melbourne

131-135 Bourke Street
Melbourne, VIC 3000

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Tourism Masterclass: Marketing to Chinese Visitors

7 February 2018

9.00 am – 5.00 pm

$300 inc GST

Facilitator: Sherry Xu, Managing Director of Sherry Link Communications

Are you looking for an opportunity to tap into the Chinese visitor market, or take the next step marketing to Chinese visitors who you’re currently engaging?

In this workshop, we will look at ways to reach, engage and grow your business with the growing China market. Sherry will take you through current trends, as well as simple but effective practices to help you understand Chinese visitors more.  Using successful case studies to inspire your own ideas, the workshop will help you understand your audience and develop practical and achievable ways of working with them.

First half of the day

Hitting the Bulls-Eye: Knowing your Target Audience

Key deliverables:

  • Marketing essentials and getting to know your target audience
  • Walk a mile in the customers shoes. Who are they? Where do they live? How do they communicate to each other? What do they like? How do they travel?
  • Understand consumer behaviour and locate your best resources
  • Discover the consumer behaviour of Chinese residents in Australia and how it differs from visitors
  • The 4 Marketing Ps: Are you selling the right products?  Is your price competitive? How and where are you promoting your products? (Guided exercises)
  • Learn to segment and profile your customers according to demographic data, consumption behaviour, media habits, activity preferences, and social media use
  • Build the framework of your marketing strategy as the outcome of the first half day of learning.

Second half of the day:

Understand Chinese social media

Key deliverables:

  • Overviews of WeChat and Weibo, WeChat recent reports and how business accounts work
  • Effective WeChat marketing campaigns and case studies
  • Create one WeChat campaign for yourself (Guided exercises)
  • Overview of WeChat Pay and Alipay and the alternatives
  • New media and trends
  • Working with Key Opinion Leaders and what matters to them
  • Targeting local Chinese. Recent data has suggested that there are nearly 4 million users of the WeChat app in Australia. These are mainly students from China, expats, people with business networks in China, and members of the Chinese community.


About the facilitator

Sherry Xu is the founder of Sherry Link Communications, an international marketing PR and social media agency providing integrated marketing services to China.

Sherry holds a Master’s Degree in Marketing from Monash University. She has held a number of senior marketing positions in the both within China and here in Australia.

In 2011, Sherry established her own marketing and PR agency in Shanghai. She worked with numerous brands such as Garuda Indonesia, Thailand Convention and Exhibition Bureau, Tourism Korea, Tourism Turkey, Hong Kong Tourism Board and Star Alliance.

In 2014, she moved back to Melbourne and opened another office here, re-branding as ‘Sherry Link Communications’ in 2015. Sherry has been working closely with local government agencies and organisations such as the Department of Education and Training, Melbourne Airport, Global Ballooning, Zoos Victoria and StayWell Hotel Group.

With nearly 10 years in the industry, she knows what you need to succeed in the China market.

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