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How to handle the hurdles of Asian drinks markets
Nicolas Chu, founder and CEO of Sinorbis, explains the intricacies of “levelling the playing field” for drinks companies exploring Asian markets.
For international businesses, the prospect of a developing market is difficult to resist. As traditional markets such as Europe see their alcoholic drinks consumption decline, Asian markets, and particularly China, could prove to be a ‘golden ticket’. Even considering the bumpy ride of the last five years, many companies are turning to them as lands of opportunity.
So to speak to someone immersed in the Asian markets is illuminating. Nicolas Chu, founder and CEO of Sinorbis, certainly fits that bill. After years in leadership roles across international businesses such as Expedia and Amadeus, he founded the digital experience platform in 2016.
“The idea for Sinorbis really came from my own experiences trying to crack the Chinese market,” he explains. “When I was leading market entries for global online companies, I was struck by just how tough it was, even for big, well-resourced corporations, to establish a solid digital presence in China.”
The proposition, in short, is to streamline the path a company takes to building a digital presence across Asian markets. Among its services are SEO optimisation, multi-channel marketing, website localisation and media buying expertise. In Chu’s words: “It’s all about simplifying the process and levelling the playing field.”
Central to the offering is the Sinorbis Experience Platform. As he summarises: “This integrated software provides a unified content management system, allowing businesses to create, manage, and distribute digital content across multiple Asian markets seamlessly.
“Additionally, our platform offers omnichannel messaging and AI-powered automation, enabling companies to build impactful relationships across various countries while maintaining full compliance with regional standards.”
Potential – and hurdles – in Asian markets
With extensive experience in Asia Pacific markets, Chu has come to see the immense opportunities that the region presents. The combination of size and demographics has created an opportune moment for international companies to invest, particularly in China.
“What’s really exciting about China is the scale – its sheer population – and the rapid expansion of its middle-income earners creates a huge consumer base,” he says.
There is also a crucial advantage for those early adopters of a China-specific strategy. “Drinks companies that invest in localising their products, marketing, and digital strategies for the Chinese market stand to gain not just market share,” he explains, “but also long-term brand loyalty in one of the fastest-growing markets in the world.”
Chu is under no illusion, however, when it comes to the challenges of the market. Indeed, having surmounted them through Sinorbis, he can readily reel off the hurdles that companies face: diverse cultural landscapes, complex regulatory environments and unique digital ecosystems.
Any approach must therefore be local. “It’s about localising the entire digital experience to resonate with local audiences,” he says. “This includes understanding local aesthetics, communication styles, and consumer behaviours.”
One example he highlights is that different countries prefer different digital channels: WeChat in China, KakaoTalk in South Korea and Line in Japan and Thailand. Sinorbis streamlines the process of using all those channels, allowing omnichannel marketing that caters to such diverse countries.
Although Sinorbis provides services across sectors, several of its services are optimised for the drinks industry. For instance, in recognition that branding is central in the Chinese beverage market, the company builds websites that are optimised for Chinese search engines and resonate with local consumers.
Chu also ensures that clients have data-driven results, particularly helpful when drinks companies are looking to tap into trends and assess their performance.
Carving a place for Sinorbis
As the company approaches its 10th anniversary. Chu and his team should take considerable pride in their successes so far. The list spans universities, retail and, of course, drinks.
Sinorbis has, for instance, built an optimised website so that Cognac Larsen could bring its premium products to the Chinese market. They also helped Yellow Tail connect with wine lovers in China through multiple digital channels.
“Each of these stories is a reminder of why we do what we do: helping businesses bridge the gap between their offerings and China’s unique market,” says Chu. “It’s exciting to see the tangible impact of tailoring strategies to meet the expectations of Chinese consumers, and we’re incredibly proud to play a part in these journeys.”
There is no room for complacency at the company. The next few years, Chu believes, will present both challenges and opportunities. A global trend towards protectionist policies could add layers of complexity to international business operations. Yet emerging demographics that are more tech-savvy and have greater health and sustainability consciousness will open doors to new strategies.
In both instances, Chu recommends adaptability both for Sinorbis and its clients. An agile mindset will allow companies to meet new compliance requirements and to respond to the latest market shifts. “Businesses that stay attuned to these trends and remain agile in their approach will be well-positioned to thrive,” he says.
How to get ahead in Asia
Ever more drinks companies are ready to enter Asian markets, so what would Chu say to those setting out on the journey? His advice is threefold.
“My top piece of advice,” he explains, “would be to embrace the complexity and take the time to truly understand the local landscape. China is not just one market; it’s a collection of incredibly diverse regions, each with its own consumer behaviours, preferences, and digital ecosystems. What works in Shanghai might not resonate in Chengdu or Guangzhou.”
Secondly, he highlights the importance of building trust and being patient with results. As he has often highlighted, nothing happens overnight. From Chu’s experience: “Success in China requires a long-term commitment and a willingness to adapt quickly to changing trends.”
“And lastly,” Chu says, “don’t hesitate to seek help. Working with partners who deeply understand the market can save you time and resources. At Sinorbis, we’re always happy to share our insights and help businesses navigate these challenges, so feel free to reach out to our team. The opportunity in China is massive, but it’s all about entering the market the right way.”
For those looking to explore the Chinese market, Sinorbis has created The Ultimate Chinese Social Media Guide to Sell in China – designed to help businesses effectively navigate platforms like WeChat, Little Red Book (Xiaohongshu), Douyin, and more.
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