Innovation helps young exec ride China's marketing boom

Electronic marketing is booming in China and UQ graduate Hardy He is positioning his company to cash in on the growth from his Beijing office.

Mr He, Executive Officer of online marketing company Yourzine, said China's marketing industry was small but tipped to grow by 30 percent each year until 2010.

Yourzine sells marketing and sales service, software and strategic advice to more than 270 customers including international clients such as IKEA, Nissan, Mazda and Nike.

Mr He, a UQ Master of Business Administration (MBA) graduate, said he was positioning the business to be the top electronic marketing business in China via its next generation marketing tools for the web and mobile phones.

Some of these marketing tools include advanced 3G video messaging, click to print technology and online anti-forgery tools.

"My constant goal is to provide our customers with the best, the latest and the most effective e-marketing tools and services," Mr He said.

"Therefore, I will keep pushing back the frontiers of technical and functional e-marketing propositions in China.

"Our software is available worldwide in real-time with high-end tools to provide clear and immediate insights into the effect of e-marketing campaigns.

"The e-marketing size in the US is about $1.3 billion. I believe today's USA is tomorrow's China."

Yourzine opened in July this year with 30 employees which Mr He expects to grow to 50 by the end of the year.

Mr He, 30, said he expected media marketing to grow as China's economy developed.

He said the demand for multi-channel marketing would increase because it was quicker, cheaper, reached more customers and was easier to monitor and measure than old marketing methods.

In two years, he hopes to list Yourzine on the Nasdaq and launch its new multi-channel communication platform.

He said his MBA taught him valuable accounting and finance knowledge, decision making and networking skills.

MEDIA: Mr He (+8610 65309114 ext 610, hardy.he@yourzine.com.cn) or Miguel Holland at UQ Communications (+61 7 3365 2619, m.holland@uq.edu.au)