Alipay has revealed the performance of Australian and New Zealand merchants during its Chinese New Year Jinli campaign to promote local and international brands to Chinese consumers.
The Alipay campaign involved brands from 21 countries and regions, including 24 from Australia and New Zealand who created and uploaded promotional videos on Douyin – a short-form video and social platform known as TikTok outside China.
Douyin (TikTok) enables users to shoot, edit, dub and upload short-form videos, and has quickly become one of the most popular social platforms in China.
Alipay promoted its new year campaign in China by directing traffic from its own platforms and social channels to the brands’ content with users becoming eligible to win prizes.
Videos from the 24 Australian and New Zealand brands were highlighted on the campaign page on February 9 and received over 30 million impressions in 24 hours, making it one of the most prominently featured regions amongst Chinese shoppers.
By the end of the week-long promotion, the campaign page on Douyin had received more than 2.2 billion views from across the globe.
Alipay ANZ country manager George Lawson said the campaign succeeded in bringing Chinese consumers and Australian brands closer together.
“Following on from the success of our Golden Week promotion, it was fantastic to see Australian and New Zealand brands successfully engage with Chinese consumers through our Chinese New Year campaign.
“Chinese visitors and students are critical audiences for local brands – particularly those in the tourism, hospitality and retail sectors.
"In addition to being their preferred payment method, Alipay provides merchants with the marketing tools and channels they need to effectively engage with this key demographic, whether it is through our own in-app marketing functionality or via third party platform campaigns.”
Tourism Research Australia data recently revealed 1.3 million Chinese visitors travelled to Australia in the year ending September 2018, and spent more than $11.5 billion, representing annual growth of 12%.
Queensland’s Tourism Industry Development Minister Kate Jones said the campaign was a great opportunity to engage with the state’s largest international tourism market.
“The Alipay DouYin campaign allowed us to promote the state’s world-leading natural attractions in an innovative format to a massive audience from our biggest international tourism market.
“The Queensland Government is constantly looking at ways to diversify the way we speak to potential visitors to Queensland.
“This campaign was another unique way to encourage Chinese travellers to experience everything Queensland has to offer.”
Douyin said last year it had a monthly audience of 500 million active users.