Brand Catalyser Moderates Global Victoria Fireside Chat with Commissioner for Victoria to Greater China
Brand Catalyser was honoured to participate in an insightful fireside chat hosted by Global Victoria, featuring Victoria’s Commissioner to Greater China, Mr Leigh Howard. The event brought together government representatives and business leaders to discuss the future of Victoria’s engagement with one of the world’s most dynamic and rapidly evolving markets.
The conversation was moderated by Brand Catalyser Co-Founder, Christie Ding, who has worked closely with Leigh Howard and the Global Victoria team across numerous trade and market development initiatives over the years. Through its longstanding collaboration with Global Victoria, Brand Catalyser has supported many Victorian businesses and industry organisations in expanding into Asian markets—particularly China—by providing market entry strategy, localisation, digital commerce, and go-to-market execution.
Reflecting on nearly a year living and working in China, Leigh shared a number of observations that challenged common perceptions of the market today.
One of the most eye-opening developments, he noted, has been the remarkable pace of innovation across multiple industries. From advancements in agricultural technology to the widespread adoption of artificial intelligence across manufacturing, education and retail, China continues to evolve at extraordinary speed. These developments serve as an important reminder that Victorian businesses must also embrace innovation, remain adaptable, and continuously evolve alongside changing market expectations if they want to remain competitive.
Another key discussion centred around China’s highly connected consumer ecosystem. Leigh highlighted the extraordinary convenience of everyday life in China—from seamless food delivery and digital payment systems to the ability to access almost any product or service within minutes.
Building on this point, Christie emphasised that success in China is no longer determined solely by the quality of a product.
“For businesses entering China today, it’s not just about having a great product,” Christie shared during the discussion. “It’s about how consumers discover your brand, how easily they can access your product across different channels, and the overall experience they have at every touchpoint. Customer experience has become just as important as the product itself.”
The fireside chat also explored one of the most frequently asked questions from Australian businesses: Is China becoming harder to access?
Leigh’s perspective was both balanced and encouraging. Rather than becoming more difficult, he explained that China has always been a highly competitive market—and that’s exactly what makes it such an exciting place to do business.
At the same time, he stressed that success requires preparation. Businesses need to invest time in understanding the market, conducting thorough research, evaluating potential risks, and developing a long-term commitment before entering the market. Those who approach China strategically, rather than opportunistically, will be best positioned to unlock its significant opportunities.
The conversation concluded with an engaging Q&A session, where attendees continued exploring future trends, market readiness, and the evolving opportunities for Victorian businesses across Greater China.
Three Key Takeaways for Victorian Businesses
The discussion reinforced three important lessons for businesses considering China as part of their international growth strategy:
1. Innovation is accelerating faster than ever.
China’s rapid adoption of AI and advanced technologies across agriculture, manufacturing, retail and education demonstrates how quickly industries are transforming. Victorian businesses should continue investing in innovation and remain agile to meet evolving market expectations.
2. Market success is driven by the entire customer experience.
A great product alone is no longer enough. Chinese consumers expect seamless experiences—from discovering a brand through digital channels to purchasing, receiving and engaging with products across multiple touchpoints. Businesses need to think beyond the product and design an end-to-end customer journey.
3. Preparation and commitment are the foundations of success.
China has always been a competitive market. Businesses that invest in market research, understand local consumers, identify potential risks, and commit to a long-term market strategy are far more likely to achieve sustainable growth.
As a business dedicated to helping Australian brands and organisations expand into Asia, Brand Catalyser is proud to continue working alongside Global Victoria and industry partners to strengthen Victoria’s international trade relationships. Events like this reinforce the importance of collaboration between government and industry while providing practical insights that help businesses navigate an increasingly sophisticated and fast-moving Chinese market.
Brand Catalyser extends its sincere thanks to Global Victoria and Commissioner Leigh Howard for the opportunity to facilitate such an engaging and thought-provoking discussion. We look forward to continuing our work with Victorian businesses—helping them understand Asian markets, develop effective market entry strategies, and build sustainable growth across Greater China and the wider Asia-Pacific region.
