Marketers have work to do reaching Chinese NZers

Despite record levels of immigration, many New Zealand businesses are still failing to connect effectively with Chinese New Zealanders.

That’s a key finding from a new qualitative and quantitative research study ‘Worlds Collide’, from New Zealand based Asian marketing consultancy Agency88 and marketing advisory firm filament consulting.

Based on a sample of 1,300 Chinese Kiwis, the study explored motivations for moving here, experience of life in New Zealand and their expectations when shopping brands and businesses.

It found 76 percent of Chinese New Zealanders say that they are likely to consider purchasing from brands that try to recognise them and that respect their Chinese identity. Yet when asked to share brands that are doing this well, the list was brief. 

Stu Rutherford, Owner, and Managing Director of Agency88, says: “Those businesses who do commit to authentic and insightful marketing that’s relevant to the Chinese community gain an invaluable competitive advantage as they build brands and drive long term loyalty in this super-connected community.

“Now is the time to plan for impact with these mass niches in the Auckland market specifically. It’s encouraging to see more brands starting to recognise the largely underserved Chinese community within their wider marketing programs. We are seeing more marketing teams becoming aware of the need for cultural diversification and the commercial growth opportunity this represents, and yet there remains notable room for growth.”

The study highlights four key motivations for Chinese migration and four tensions that emerge as New Zealand and Chinese cultures collide. The study then offers seven practical insights for marketers to use to drive consideration and sales.

Murray Streets, Principal of filament, a marketing consultancy and co-author of the study: “We designed the study to provide far richer cultural insights and then very practical advice for marketers. Often it can feel too hard to do this kind of marketing well. The lesson is: start with insight, learn by doing and evolve. With New Zealand’s ethnic diversity only set to increase, can you really afford not to?”