Who are Chinese extended locals in ANZ & where to find them？
The local Chinese consumer market in Australia and New Zealand are formed by four key segments: AU/NZ citizens who are ethnic Chinese; current Chinese residents in AU and NZ; international students from China; tourists from China.
For the first three segments, they are mostly living in key Chinese suburbs in key cities like Sydney, Melbourne and Auckland. They are highly active on various mainstream Chinese digital social/E-Commerce platforms like WeChat, Weibo, Little Red Book, Taobao etc. Though they’re using the same digital media platforms as consumers in China, they have developed a unique ANZ social media eco-system in terms of KOL, content focus and media channels on these platforms.