I recently had the opportunity to sit down with Sky Business for their Summer Money programme to talk about helping Australian businesses tap into the vast opportunities in the Chinese market. It was an engaging discussion about the challenges, the potential, and how my company, Sinorbis, is working to make it easier for businesses to connect with Chinese consumers.
A market of unmatched opportunity
During the interview, I shared some surprising statistics that highlight the scale of the opportunity. Did you know that China has 25% of the world’s internet users and accounts for 40% of global e-commerce? That’s more than the US, UK, Germany, France, and Japan combined! And yet, less than 6% of ASX 300 companies have an effective Chinese digital presence, and 89% don’t even have a working Chinese-language website.
It’s startling, isn’t it? For me, this gap was too significant to ignore, and it’s why I founded Sinorbis. Our goal is to provide Australian businesses with the tools they need to navigate China’s unique digital ecosystem, from creating a visible website to optimising it for local consumers.
Cracking the Chinese online ecosystem
China’s online world is unlike any other. Popular platforms like Google, Facebook, and LinkedIn don’t work there due to regulatory restrictions, which have paved the way for a completely different ecosystem. To be visible in China, businesses need to rethink their approach entirely.
As I explained during the interview, Sinorbis offers software that simplifies this process. We help businesses build strong foundations—websites that are not only localised for Chinese audiences but also fully optimised to appear in search results within this unique digital landscape.
Industries with immense potential
China’s appetite for Australian products spans across industries. Consumer goods, education, travel, and tourism all present enormous opportunities. For instance, I mentioned in the interview that over 1.2 million Chinese tourists visited Australia last year, spending more than visitors from the UK, Germany, and New Zealand combined. This isn’t just a market; it’s a game-changer.
Education is another standout sector. Chinese students make up 27% of all international students in Australia, making it a vital market for universities. By helping institutions and businesses establish a visible digital presence in China, we’re addressing a critical need.
Lessons from the journey
One of the questions I was asked was about how Sinorbis has grown so quickly. My answer is simple: we’re solving a big problem. Whether it’s Sydney Airport, universities, or large retailers, organisations have come to us because they see the value in what we offer.
It’s been incredibly rewarding to see the partnerships we’ve built. These relationships aren’t just about transactions—they’re about creating real solutions that help businesses thrive in a challenging but rewarding market.
Tips for Australian businesses entering China
Toward the end of the interview, I was asked for advice for businesses looking to enter the Chinese market. My first tip? Rethink how you approach digital marketing. Many Australian businesses assume their current websites are enough, but 95% of them aren’t even visible in China. Start by building a website that is optimised and localised for the Chinese market—this is the foundation of success.
My second tip is to understand that China isn’t one market. It’s a collection of diverse regions with different cultures, preferences, and behaviours. Tailoring your approach to these nuances is essential.
Reflections on entrepreneurship
The conversation ended with a question about my journey as an entrepreneur. If I could share one piece of advice, it’s this: don’t overthink it. If you believe in your idea, go for it. When I started Sinorbis, I didn’t fully grasp how challenging it would be—and that’s probably a good thing! Sometimes, the best way to succeed is to jump in, learn fast, and adapt.
It was a pleasure to share these insights with Sky Business. China represents a once-in-a-lifetime opportunity, and I’m proud to help Australian businesses bridge the gap and build meaningful connections with Chinese consumers.
If you’re considering entering the Chinese market and don’t know where to start, let’s have a chat. The opportunities are immense, and I’d love to help you take that first step.
Does this version align with your expectations? Let me know if there’s anything else to refine!