Understanding Chinese Customers

We all know that effective marketing and customer service relies on a deep understanding of your customer. How well does your business understand the large (and growing) international community in Leeds?

There are nearly 4000 Chinese students currently at University in this city. These students, along with resident Chinese academics and their families and a growing number of Chinese business delegations and tourist visiting the region, signal the growing potential of Chinese consumers for our local businesses.

In this seminar a panel will discuss Chinese consumer behaviour and help you consider how this important consumer group can be good for your business. Find out more about our speakers below.

Do you know how to cater to Chinese customers? How can you make Chinese customers feel at home in your store or hotel and how can you pitch your products and services to them via Chinese on-line and social media channels?

A particularly useful seminar for anyone working in retail or hospitality, or considering how to communicate with international customers online.

Who knows, maybe this knowledge will set you on the path to further success abroad as well!

Meet the panel

Richard Unwin is Director of Backbone IT, a global web development & digital marketing agency that specialises in the Chinese market. Richard has 20 years’ experience of the internet industry and working with China. He will help you to understand the Chinese digital landscape, so you can better cater to Chinese customers in the UK… and maybe even in China too.

Find Richard on LinkedIn. Find out more about Backbone IT on their website and Twitter.

Jon Geldart is Chair of the Institute of Directors: Yorkshire & Humber and an accomplished global business leader, speaker, and author. He is an expert on doing business with China and has written three books on the subject, sharing stories from his many interactions with Chinese business leaders and professionals.

Jon has a wealth of knowledge about China and marketing, and is also involved in supporting businesses and promoting investment into Leeds. He is ideally placed to help you consider how your business can benefit from understanding Chinese consumers better.

Find Jon on Twitter and LinkedIn. Visit the Institute of Directors website and follow IoD Yorkshire on Twitter.

Samantha Staunton is the Flagship Store Manager for The Body Shop Leeds Briggate, and has been with the company for 13 years.

The Body Shop works hard to cater for all consumer groups, including Chinese shoppers. Samantha will share some of the actions they take to ensure that Chinese customers have a positive experience and keep coming back for more!

Visit the Body Shop website and follow the Leeds store on Instagram to stay up to date on their promotions and events.

Will Zhuang is a representative of Chinese Relations for the City of York, a City Ambassador for Make It York, Tourism Champion for Visit York, Executive Headteacher of York Chinese School, and Director of OE Media.

Based in York for 20 years, Will has received hundreds of official delegations, business delegations, and familiarisation trips from China. At the official level he helps City of York Council deal with official Chinese relations; supports the preparation of Leeds City Region authority presentation; and helps Selby and Bradford Councils to promote their regions to the Chinese market.

Find Will on LinkedIn. Read media coverage of one of his recent success stories in the Guardian and on BBC News.

Jessica Zhang is a business advisor with China-Britain Business Council. Based in the North West, Jessica helps British companies to realise the potential of the Chinese market.

Find Jessica on LinkedIn and visit the China-Britain Business Council website.




14:00 - 14:45

Cloth Hall Court

Quebec St, Leeds LS1 2HA