Last week, I had the honour of sitting down with the legendary digital marketing expert Stephan Spencer for an insightful discussion about my journey, the challenges and opportunities in cracking the Chinese market, and how my startup, Sinorbis, is bridging the gap between Asia and the rest of the world. It was a warm and engaging chat, filled with nostalgic reflections, thought-provoking insights, and a shared passion for digital transformation.
A walk down memory lane
Stephan and I go way back. Our collaboration started during my days at Expedia, where I managed operations across Australia, New Zealand, and several other markets, including India and Japan. Those years were transformative, not only for my career but also for the travel industry. Stephan and his team were instrumental in driving our SEO strategies, which was a game-changer in expanding Expedia’s digital footprint.
Fast forward to today, and while I’ve shifted from corporate to the startup world, the principles of adaptability and innovation remain my guiding stars. Stephan and I reminisced about those earlier days and then delved into what led me to establish Sinorbis - a company born out of my deep understanding of Asia’s burgeoning digital landscape.
The birth of Sinorbis
After leaving Expedia, I took on the role of Global President for Orbitz Worldwide’s international brands. During my time there, I witnessed the rapid explosion of eCommerce in China. The numbers were staggering: from representing just 1% of the global eCommerce market a decade ago, China now accounts for a jaw-dropping 40%. Yet, despite its immense potential, China remained one of the most challenging markets to penetrate due to cultural differences, language barriers, and its unique internet ecosystem.
It became clear to me that there was a massive disconnect between Western companies eager to tap into China’s vast consumer base and the tools available to make it happen. That’s when the idea of Sinorbis took shape—a platform designed to simplify and streamline the process of entering the Chinese market.
Cracking the Chinese market: challenges and insights
Our conversation touched on the complexities of operating within China’s unique digital environment. For instance, websites optimised for Google often fail miserably in China, where platforms like Baidu, WeChat, and Weibo dominate. A simple oversight—such as using Google APIs—can slow a website’s load time in China to a frustrating five minutes, making it virtually inaccessible to Chinese users.
We also explored cultural nuances, like the preference for red call-to-action buttons (considered a lucky colour in China) and the tendency for users to navigate websites via links rather than search. These insights underscore the importance of not merely translating your content into simplified Chinese but truly localising your digital presence.
Why technology matters
At Sinorbis, we’ve developed a comprehensive platform that empowers businesses to create, optimise, and manage their digital presence in China—all without needing to relocate or hire an on-ground team. From building compliant websites to managing WeChat accounts, our tools are designed to make it as easy to operate in China as it is in Western markets.
One of the key takeaways from our discussion was that entering the Chinese market doesn’t have to be prohibitively expensive or time-consuming. Our platform provides a cost-effective way to test the waters before committing to a full-scale investment. As Stephan noted, Sinorbis acts as a bridge to this second internet, allowing businesses to access billions of potential customers without stepping foot in China.
The future of two Internets
As we wrapped up, Stephan highlighted an intriguing prediction by Google’s former CEO: in the next decade, the world will see two distinct internets—one led by the US and the other by China. With China now representing 25% of the global internet population, understanding and integrating into this parallel ecosystem is no longer optional for businesses seeking global growth.
It’s an exciting yet challenging time to be in the digital space. But with the right tools, strategies, and mindset, the opportunities are boundless.
Final thoughts
My interview with Stephan was a reminder of how far we’ve come in the digital marketing world and how much there is yet to explore. If you’re considering expanding into China or are simply curious about this dynamic market, I encourage you to reach out. At Sinorbis, we’re passionate about helping businesses unlock the full potential of the Chinese digital landscape.
You can read and hear the full interview here