Most Australian agencies skip the platforms that 1.4 million Chinese-Australians actually use. We don't. DC Groups runs native-Chinese WeChat Official Accounts and Xiaohongshu (RedNote) growth programs for Australian brands, with proof points across Mercedes-Benz, smart, and the solar industry.
Australia has roughly 1.4 million people of Chinese ancestry, concentrated in Melbourne and Sydney with strong representation in Brisbane and Adelaide. Among mainland-China-born and Hong-Kong-born residents, WeChat is the dominant daily app — messaging, news, payments, and increasingly commerce. Among younger Chinese-Australians (18 to 40), Xiaohongshu has become the primary product-research and lifestyle platform.
Almost no Australian agency operates these platforms natively. Most either skip the audience entirely or run translated English content that gets ignored. The agencies that do operate WeChat and Xiaohongshu well are typically based offshore, which makes campaign coordination, compliance, and local market context harder than they need to be.
DC Groups built our practice specifically around this gap. We are Melbourne-based, native bilingual, and run WeChat plus Xiaohongshu as core channels alongside the Western platforms most agencies focus on. The result is a single team that coordinates the full picture rather than handing the Chinese audience off to a separate offshore vendor.
Account setup and Tencent verification (Service or Subscription type), weekly bilingual content production, menu and auto-reply configuration for customer service, WeChat Pay integration when commerce is in scope, mini-program coordination for booking flows, and ongoing community management. We handle the operational complexity of running an OA for an Australian-registered business — a process that requires real-name verification, content compliance review, and patience with Tencent's review cycles.
Account setup, content positioning aligned to Xiaohongshu's trust-based review culture, ongoing post production (image-led posts plus short-form video), KOL coordination when paid amplification is in scope, hashtag and topic strategy, and conversion tracking from XHS traffic to your owned channels. Xiaohongshu posts that work on this platform feel more like genuine recommendations than ads — that is the whole point and the reason this channel converts well.
We don't translate English campaigns and call it a day. Every piece of content is created or adapted natively for the platform's conventions. A Mercedes-Benz launch campaign on Instagram looks different from the same campaign on Xiaohongshu, and different again on WeChat. Same brand, three voices.
In-house copywriting and design that handles both languages. Photography and video shoots planned with both audiences in mind. We avoid the common failure mode of an English-first creative brief that gets translated at the end — the result reads as translated to a Chinese audience, and it shows in engagement.
Our internal analytics platform unifies WeChat OA metrics, Xiaohongshu performance data, and your Western-platform spend into a single weekly report. You see CAC and engagement comparisons across all platforms in one view rather than juggling three different agency dashboards.
DC Groups runs WeChat and Xiaohongshu for LSH Auto Australia, the country's largest Mercedes-Benz retail group. Six dealerships covering both Mercedes-Benz luxury and the new smart EV brand, across Melbourne, Sydney, and Brisbane.
The brief: connect six premium-segment retail locations with Australia's Chinese-speaking communities authentically, in the platforms they actually use, with content that respects both the Mercedes-Benz luxury heritage and the younger smart EV positioning. Localised promotions per city, real test-drive stories, brand storytelling that maps Chinese cultural cues to Mercedes-Benz design language. The case study has the full breakdown of campaigns, creative approach, and results.
Most clients start with a 3-month strategy and launch phase covering account setup, verification, content positioning, and the first wave of production. From month 4 onward we transition to ongoing monthly content and community management. Setup runs $4,000 to $8,000 as a one-off depending on platform mix and complexity. Ongoing single-platform engagements start at $3,000 per month. Dual-platform typically runs $5,000 to $9,000 monthly depending on content volume and whether paid amplification is in scope.
Contracts are 6 months minimum (the platforms reward consistency more than intensity), with month-to-month rollover after the initial period. We don't lock clients into long contracts because retention earned through results beats retention earned through paperwork.
We'll do a free 30-minute audit of your current Chinese-Australian audience presence: which platforms your category competes on, where the obvious gaps are, and what the realistic 12-month view looks like. No pitch deck.
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