The Company You Keep

Digital Crew

Ophenia Liang, Director and Co-founder of multilingual marketing agency Digital Crew, shares how she managed to identify a gap in the market and help big brands with their cross cultural marketing. Taking on international trends and regulations, Ophenia is well versed in connecting with audiences around the world and takes a hands-on approach to her global business.

Hear from her about what it takes to take your business global and why you should always be open to learning new things, even when you're the boss.

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Digital Crew

Trade between Australia and China has exploded over the past several years, but Australian businesses still struggle entering the Chinese market. That’s why Ophenia Lang, co-founded Digital Crew, to help SMEs reach new international markets.

After working in China, India and New Zealand, Ophenia moved to Australia and started Digital Crew where she helps local businesses find a foot in Asian markets.

Ophenia may have had no trouble adjusting to new markets herself, but that doesn’t mean her entire business life has been a walk in the park. 

In this episode of The Company You Keep, Ophenia explains the strict criteria for the people she works with. “They have to be multilingual, at least bilingual. Then they have to be digitally savvy. Also, they have to be culturally aware.”

Starting a business in China or even exporting to China is tough work, and Ophenia supports businesses doing that with a team across multiple time zones. One way the team has overcome that challenge is by using rigorous project management software, which the company developed themselves.

For Australian businesses wondering how to export their business or product to China, or just wondering how to do business in China at all, Ophenia offers this advice: don’t go for the biggest cities straight away. “You might go for a second tier or third tier city, where those cities still have like 10 million population... Do your research, it is very important.”

Openia has also been able to forge some important networking relationships through My Business’s events and awards program, which goes to show: starting a business in China might be about people as much as it is about their product.

Disclaimer: Our guests are real business owners and their experiences are their true stories. The guests express views and opinions that are from their own learnings and insights.

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