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Multicultural Marketing Case Study – Financial Institutions

Why Asian Communities are important for financial institutions?

In Australia, a large group of Asian migrants are under Business or Investment Visa, this means, the average wealth of Asian migrants are significantly higher than other communities – as the result, and they form a significant portion of investment communities, especially in shares and property investments.

What do they invest?

Asian Investors have various appetites for investment opportunities – they always have a strong passion in property investments, as they are considered as brick & mortar – a sign of security, this is no different from some of the European cultures and also Arabic culture.

On another hand, Asian investors are quite familiar with Forex investments as many of them have businesses operating in international markets and they are familiar with the Forex fluctuations and potential benefits and risks associated with them.

When comes to the sharemarket, the experience is quite mixed – at moment, we see Hong Kong investors tend to understand the sharemarket more than Chinese and Taiwanese investors because of the similar financial system between Hong Kong and the rest of the world, they tend to have a better understanding in terms of financial literacy.

However, as sharemarket is also becoming a very important part of life in China and Taiwan, we have seen significant increasing interest from these communities towards sharemarket, and some of the investors are actually acting on behalf of very large corporations, and investing in companies both from investment and business purposes.

Other more risky investment products such as Contract For Differences (CFDs) – we have seen very significant representation of Chinese investors present at investment seminars, sometimes even more than 50% of attendance.

Chinese Investors can fall into quite extreme categories – on one hand, we have seen investors who are ultra-conservative and only want to invest in properties, and many of them do not even consider borrowing as an option. On the total extreme opposite, we have seen many Chinese investors willing to take risks and almost treat investments as casinos.

Regardless of their investor behaviour and appetite, one thing for sure is the ever increasing interest and appetite for investments, because of their accumulation of wealth, Asian Investors should always consider as a very important segment for investment marketing opportunities.