Cross-cultural pollination in a globalised world is ushering in a vibrant new era of communication. In this presentation you’ll find ten top tips to help you navigate new conversations when doing business in China. 好运 (Good luck)

1. DESIGNING
FOR CHINA
为中国设计
10TOP 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
BWD
SUITE 2, LEVEL 1, 234 GEORGE STREET
SYDNEY NSW 2000, AUSTRALIA

2. 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)
BWD
SUITE 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

3. 01 Be patient with Chinese companies. Good things
come to those who wait, but only once trust has
been established.
GUANXI FIRST,
BUSINESS LATER
1

4. 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

5. 03
Chinese 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

6. 04
THINK 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

7. 05
When 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

8. 0406
READ 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

9. 07
Thinking 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
7

10. 08
FOLLOW 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 users
Source: linkinfluence.com
850+
million
600+
million
287+
million 200+
million
8

11. 09
Formalities 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

12. 0410
BE 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

13. 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
Yunnan
Guangdong
Hunan
Guizhou
Jiangxi
Fujian
Zhejiang
Anhui
JiangsuHenan
Shanxi
Inner Mongolia
Liaoning
Jilin
Heilongjiang
Shandong
Shaanxi
Gansu
Hubei
Hainan
Hebei
HAIKOU
BEIJING
TIANJIN
SHANGHAI
HANGZOU
CHENGDU
GUANGZHOU TAIPEI
TAIWANSHENZHEN
HONG KONG
NANJING
WUHAN
SHENYANG
CHONGQING
FACTSHEET
11

14. CORE
NETWORK
designers
illustratorsphotographers
strategists writers
web developers
video producers journalists
editors proofreaders
WE HAVE THE RIGHT
MIX OF SKILLS
12

15. DESIGNING
FOR CHINA
为中国设计
10TOP 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。
BWD
SUITE 2, LEVEL 1, 234 GEORGE STREET
SYDNEY NSW 2000, AUSTRALIA