Australian publication Dmarge is helping retailers reach Chinese-Australian consumers with the launch of a new platform.
With international arrivals down 27.9% in 2019-20 according to the ABS, retailers have had to turn to local consumers to drive purchases.
To assist with the pivot, Dmarge's new platform helps luxury brands maintain visibility, push eCommerce, lead generation and
in-store traffic amongst Chinese-Australian consumers.
The platform has access to over 250,000 Chinese-speaking Australian customers and allows brands to create content in Simplified Chinese for distribution across multiple channels.
"Many premium brands rely on Chinese tourism to meet their annual budgets," Dmarge founder Luc Wiesman said.
"With this on hold, they’re now looking locally to pick up the lost opportunities.
"Around 10% of the Australian population have a Chinese background.
"So there’s a need for a targeted solution for premium brands to reach these Australians in a mature, culturally-sensitive and innovative way," he said.
Dmarge is now producing localised content with local Chinese talent, targeting both males and females with a focus on the luxury and premium segment of the market.
The new platform comes as brands launch their Lunar New Year collections and celebrations.
The Lunar New Year is quickly becoming a key focus for many brands, with the City of Sydney's 2019 Lunar New Year Festival generating $42 million in spending.