Navigating Chinese Export Markets with Domenica Di Lieto

Domenica Di Lieto is the founder of Emerging Communications. She is a highly experienced sales and marketing professional, having worked as a media owner, client, and agency side throughout her professional career. She has a deep knowledge of the Chinese digital landscape; she founded Emerging Communications in 2015 after recognising that businesses needed far more than pure marketing services, but high-level consultancy to succeed in the Chinese market. Aside from leading the continued growth of Emerging Communications, she works for a number of global organisations at the board level, providing advice on their China market entry and subsequent digital strategy. KEY TAKEAWAYS When entering the Chinese market, it is important to understand that this culture can be very different from what you are used to. Because of this reason, China is seen as a failed market however, the key factor in doing so successfully will depend on how well your company understands Chinese culture, its customers, and their needs while also taking into consideration other aspects like competitors' reactions when they enter these markets too. BEST MOMENTS “One of the biggest reasons brands fail is they presume or assume that the market in China is the same as any other market…they'll translate for that new market. They won't look at the culture they won't look at the competitors they won't look at the behaviour. They weren't looking at this interact with their category. And that's the biggest reasons that the test first failed and retreated.” “They all have one thing in common. They've all accepted that market is different. They do regular research to understand their customers. They understand that competitors and they are constantly changing to the market. Really, really quickly. If you are a very established brand, it takes a long time to make decisions internally.” “It is really important to get it right. And to work with a China team on the ground in China here, or wherever your home market is to understand the culture as well as the language it's not just about translating into Mandarin, or even worse, putting in mainland China and not looking at the cultural nuances in the context of their audiences. It's really important to understand it's not just about the language, it's about the culture and the context as well.” “Once you know who they are then actually building authentic conversations on the right channels at the right time to get action is quite easy because you know who they are. And then you need to quit keep visiting them because any external force is not just technology, but anything like COVID is a really good example has changed behaviour in China. It's changed technology. It's sped up the AI revolution. It has made brands have to get to their consumers in a much quicker, more agile way.” “It's about the right authentic messaging and a creative on the right channels to your consumers. That makes the difference between whether or not that campaign is going to die or fly as I say, and more so now than ever, especially when you're targeting Gen Z audiences. They are not interested in noise. They're not interested in adverts like everybody plasters out there. They want to feel that they matter. It's about authenticity.” ABOUT THE HOST Sıla Erol started her journey at TTC wetranslate Ltd as a Project Coordinator and has been continuing as a Key Account Manager after graduating from Translation and Interpreting Department at Ege University in Izmir/Turkey. CONTACT METHOD https://www.linkedin.com/in/sılaerol https://ttcwetranslate.com/ ABOUT THE GUEST Domenica Di Lieto is the founder of Emerging Communications. She is a highly experienced sales and marketing professional, having worked as a media owner, client and agency side throughout her professional career.  CONTACT METHOD https://www.linkedin.com/company/emergingcomms/ https://www.emergingcomms.com/ https://www.emergingcomms.com/blog https://www.emergingcomms.com/in-the-press VALUABLE RESOURCES Do you have any questions about translation, localization, or international growth? Visit TTC website: https://ttcwetranslate.com/ Take your business global with the 5-step LINGO modal! Purchase 'Good Business in any Language' on Amazon now: https://cutt.ly/2ORR

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Thrive in Global Markets is a unique podcast for entrepreneurs, managing directors, and executives who are frustrated with their growth in their home market and want to expand internationally. The podcast is intended to share practical tips, delve deep into the personal experience of successful entrepreneurs, and discuss what makes international communications successful and impactful. Hear from the experts, ask questions, and brainstorm ideas to move your business forward into new markets by selling internationally. Innovative and energising, Thrive in Global Markets is your gateway to global business.