SUC­CESS IN CHINA

New Zealand Marketing - - Feature -

A great ex­am­ple of a lo­cal brand which has achieved suc­cess in China is Tourism New Zealand (TNZ). The or­gan­i­sa­tion re­spon­si­ble for mar­ket­ing New Zealand to the world has built a strong fol­low­ing on Chi­nese so­cial me­dia chan­nels in­clud­ing Wechat and Weibo. Agency UMS helps them en­gage and con­nect with Chi­nese con­sumers. The brand’s so­cial me­dia chan­nels con­sis­tently rank num­ber one or two among na­tional tourism body ac­counts, with par­tic­u­larly strong en­gage­ment num­bers – this is de­spite com­pet­ing with much larger coun­tries, such as the US, Canada and Japan, which also have much big­ger bud­gets. The suc­cess of TNZ’S China mar­ket­ing is re­flected in the more than 400,000 Chi­nese tourists that ar­rived in New Zealand last year and the many more that will visit this year. Many New Zealand brands, such as An­chor, Ze­spri and Eco­s­tore, have ben­e­fited from their in­clu­sion within the Taste New Zealand plat­form, a Wechat loy­alty pro­gram which pro­motes Kiwi brands and prod­ucts to Chi­nese con­sumers. Taste New Zealand, which was cre­ated by UMS for New Zealand Trade & En­ter­prise, works by pro­vid­ing con­sumers who pur­chase prod­ucts from a New Zealand com­pany with a ded­i­cated QR code. Once a user scans the code, they can sign up to Taste New Zealand to earn points and prizes ev­ery time they pur­chase New Zealand prod­ucts. The pro­gramme also keeps users ac­tive with reg­u­lar com­pe­ti­tions and prize draws and pro­vides brands with valu­able data on Chi­nese con­sumer be­hav­iours. The pro­gramme has more than 70,000 mem­bers and con­tin­ues to grow.

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