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Value Proposition

Media Strategies for Melbourne's Chinese Market

The massive Chinese community in Melbourne is a huge part of what makes this city so great. According to the Austalian Bureau of Statistics, in some neighbourhoods like Glen Waverley, the population is almost 40% represented by Chinese Australians. In fact when you look across Melbourne you'll find that these communities conjugate in areas making geotargeting a great option. 

Given our large number of foreign born Australians, when marketing in Melbourne, it's important to be conscious of cultural values which influence behaviour for example the Chinese community favouring Baidu over Google. 

Here we offer some valuable insights into particular geographical regions where Chinese born Australians are most prevalent - referencing Australian Bureau of Statistics data sets. We find that if you're targeting Chinese population specifically some of the best advertising he's done through billboards and direct post campaigns.

This is so you can check and make sure that you're not targeting these specific locations with a one size fits all strategy. You will find our services are always aligned with your market so when it comes to actually developing the strategy if you need some help just please get in touch.

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Chinese Community in Victoria


Victoria is home to a thriving Chinese community, especially concentrated in Melbourne’s south-eastern and eastern suburbs. It's important to note that the Chinese population includes both those born in China and a large number of people born in Australia with Chinese heritage.

China-Born Population

The statistics provided here focus specifically on the China-born population living in Victoria. However, when taking into account individuals of Chinese descent born in Australia, the actual size of the Chinese community is significantly larger than these numbers reflect.

Key Areas of Chinese Community Concentration

1. Monash: Home to 47,238 China-born residents, Monash boasts the largest Chinese community in Victoria.

2. Whitehorse: With 44,445 China-born residents, Whitehorse follows closely behind Monash.

3. Melbourne: This area hosts a significant Chinese community with 34,469 China-born residents.

4. Manningham: Boasting 33,504 China-born residents, Manningham is another key area.

5. Boroondara: This locale has a substantial Chinese population of 30,517.

6. Knox: 22,425 China-born residents make Knox a notable community hub.

7. Greater Dandenong: Home to 19,385 China-born individuals, this area has a vibrant Chinese presence.

8. Wyndham: With 18,454 China-born residents, Wyndham is a prominent community center.

9. Casey: The Chinese community here numbers 15,992 residents.

10. Glen Eira: This area has a significant Chinese population with 13,635 China-born residents.

 

The Chinese Marketing Challenge  

To effectively reach the Chinese community in Melbourne, out-of-home advertising, particularly billboards, and out of home marketing works a treat. The Chinese population here is known for forming closely-knit communities that remain within specific suburbs, making geotargeting through billboards highly effective. In bustling areas like Glen Waverley, Box Hill, and their surroundings, billboards offer unparalleled exposure, as they seamlessly integrate into the daily lives of the community members who frequently traverse these localities.

To effectively reach the Chinese-Australian market digitally, a comprehensive, multi-platform strategy is essential. This involves leveraging mainstream platforms like Facebook and Instagram for general brand awareness and targeted advertising, and Google for search engine optimization (SEO) in both English and simplified Chinese, capturing bilingual search queries and driving traffic to websites. Simultaneously, a strong presence on key Chinese platforms is crucial: WeChat for direct engagement, official accounts, mini-programs, and leveraging its closed-group ecosystem; Weibo for broader reach, trending topics, and collaborations with Key Opinion Leaders (KOLs); Little Red Book (Xiaohongshu) for lifestyle and product recommendations, particularly among younger demographics; and Douyin (TikTok) for short-form video content. All content should be bilingual (English and Mandarin), culturally sensitive, and tailored to the specific platform's audience. This holistic approach, which extends beyond basic SEO, recognizes the unique digital habits and preferences of the Chinese-Australian community, maximizing engagement and conversion.

In contrast, billboards cut through this complexity by providing a straightforward, impactful means of communication that resonates well within the Chinese community. Notably, in China, billboards are exceedingly popular, with the country boasting more billboards than anywhere else in the world. This cultural affinity towards billboards makes them a compelling choice for any marketing strategy aimed at this demographic. Connect with us, and we will ensure your presence on these highly effective billboards, capturing the attention of the Chinese community in Melbourne.

 

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Top 10 Areas for Billboard Marketing to the Chinese Community in Melbourne

 

1. Monash: As the heart of the Chinese community in Victoria, Monash is home to a thriving population of 47,238 China-born residents. The area encompasses a range of vibrant suburbs such as Glen Waverley, Clayton, Mount Waverley, Oakleigh, Mulgrave, Notting Hill, and Wheelers Hill. These suburbs are renowned for their vibrant cultural festivals and authentic Chinese culinary experiences, making them attractive destinations for both locals and visitors. The concentration of the Chinese community across these suburbs offers an unparalleled opportunity for billboard advertising. With Monash being a hub of activity, strategically placed billboards can effectively capture the attention of this demographic, making it an ideal locality for businesses looking to engage with a large and culturally rich audience.

 

2. Whitehorse: Whitehorse, following closely behind Monash, hosts a substantial Chinese community of 44,445 China-born residents. The area is renowned for its iconic Box Hill Central, a bustling precinct filled with Asian eateries and shops, serving as both a cultural and commercial epicenter. Whitehorse includes vibrant suburbs such as Box Hill, Vermont South, Box Hill North, Box Hill South, Blackburn, Blackburn North, Blackburn South, Burwood, Burwood East, Forest Hill, Mitcham, Mont Albert, Mont Albert North, Nunawading, Surrey Hills. These suburbs contribute to the area's high foot traffic and vibrant atmosphere, making it a prime spot for billboard advertising. Billboards here seamlessly integrate into the daily routines of the community, providing brands with an effective platform to deliver their messages to a diverse and engaged audience.

 

3. Melbourne: The central business district of Melbourne is home to 34,469 China-born residents, contributing to its status as a multicultural hub. This vibrant cityscape, dotted with high-rise buildings and bustling streets, is a hotspot for billboard advertising. The strategic placement of billboards in Melbourne is crucial for businesses aiming to reach the Chinese community, as it combines the city's dynamic environment with a significant cultural presence. The well-established network of billboards throughout Melbourne offers brands an unmatched opportunity to engage with a broad audience, enhancing visibility and outreach.

 

4. Manningham: With 33,504 China-born residents, Manningham serves as a crucial hub for the Chinese community. This locality encompasses suburbs such as Doncaster and Templestowe, which are renowned for their serene parks, like Ruffey Lake Park, and a family-friendly atmosphere. The area offers a harmonious blend of suburban tranquility and cultural vibrancy, making it an attractive place for those seeking a peaceful yet engaging community life.

 

5. Boroondara: Hosting a significant Chinese population of 30,517, Boroondara is known for its green, leafy streets and prestigious educational institutions, including some of Melbourne's top private schools. Suburbs such as Balwyn, Camberwell, Canterbury and Kew are particularly desirable residential areas for many Chinese families, offering a combination of high-quality amenities and affluent community environment.

 

6. Knox: Home to 22,425 China-born residents, Knox is recognized as a notable community hub. It includes vibrant suburbs like Wantirna and Boronia, which boast thriving shopping centers such as Westfield Knox. The area's numerous recreational facilities and parks contribute to its appeal for both the local Chinese community and visitors, providing a lively yet comfortable lifestyle.

 

7. Greater Dandenong: The area, with 19,385 China-born individuals, is celebrated for its multicultural flair and vibrant markets, including the popular Dandenong Market. Suburbs such as Springvale and Noble Park offer a diverse mix of global cultures and cuisines, making Greater Dandenong a melting pot of international influences and a lively cultural destination.

 

8. Wyndham: With 18,454 China-born residents, Wyndham is a prominent community center known for its rapid growth and development. Suburbs like Werribee and Point Cook are dynamic and youthful, characterized by expanding residential areas and modern amenities. The area's family-friendly parks and community events make Wyndham an attractive choice for new residents seeking a balanced lifestyle.

 

9. Casey: The Chinese community in Casey numbers 15,992 residents, spread across suburbs like Berwick and Narre Warren. Known for its family-oriented environment, Casey offers expanding infrastructure and a range of educational and recreational facilities, making it an ideal setting for families seeking a nurturing and connected community life.

 

10. Glen Eira: With 13,635 China-born residents, Glen Eira is celebrated for its cultural diversity and vibrant local events. Suburbs such as Carnegie and Caulfield provide a welcoming atmosphere with a rich tapestry of festivals and community activities, ensuring a lively and inclusive environment for its Chinese residents and beyond.

 

Council Suburbs
Monash Ashwood, Burwood, Chadstone, Clayton, Glen Waverley, Hughesdale, Huntingdale, Mount Waverley, Mulgrave, Notting Hill, Oakleigh, Oakleigh East, Oakleigh South, Pinewood, Wheelers Hill
Whitehorse Bellbird, Blackburn, Blackburn North, Blackburn South, Box Hill, Box Hill North, Box Hill South, Burwood, Burwood East, Forest Hill, Mitcham, Mont Albert, Mont Albert North, Nunawading, Surrey Hills, Vermont, Vermont South
Melbourne Carlton, Carlton North, Docklands, East Melbourne, Flemington, Kensington, Melbourne, North Melbourne, Parkville, Port Melbourne, Southbank, South Wharf, South Yarra, West Melbourne
Manningham Bulleen, Doncaster, Doncaster East, Donvale, Nunawading, Park Orchards, Ringwood North, Templestowe, Templestowe Lower, Warrandyte, Warrandyte South, Wonga Park
Boroondara Ashburton, Balwyn, Balwyn North, Camberwell, Canterbury, Deepdene, Glen Iris, Hawthorn, Hawthorn East, Kew, Kew East, Mont Albert, Surrey Hills
Knox Bayswater, Boronia, Ferntree Gully, Knoxfield, Lysterfield, Rowville, Scoresby, The Basin, Wantirna, Wantirna South
Greater Dandenong Dandenong, Dandenong North, Dandenong South, Keysborough, Lyndhurst, Noble Park, Noble Park North, Springvale, Springvale South
Wyndham Hoppers Crossing, Laverton, Little River, Mambourin, Point Cook, Quandong, Tarneit, Truganina, Werribee, Werribee South, Williams Landing, Wyndham Vale
Casey Beaconsfield, Berwick, Botanic Ridge, Cannons Creek, Clyde, Clyde North, Cranbourne, Cranbourne East, Cranbourne North, Cranbourne South, Cranbourne West, Devon Meadows, Doveton, Endeavour Hills, Eumemmerring, Hallam, Hampton Park, Harkaway, Junction Village, Lynbrook, Lyndhurst, Lysterfield South, Narre Warren, Narre Warren North, Narre Warren South, Pearcedale, Tooradin
Glen Eira Bentleigh, Bentleigh East, Caulfield, Caulfield East, Caulfield North, Caulfield South, Carnegie, Elsternwick, Gardenvale, Glen Huntly, McKinnon, Murrumbeena, Ormond, St Kilda East

 

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