Pauline Gao: Character and vision first, wherever the path leads

For many people, the property and construction industry, a hard world built from steel and concrete, seems more naturally aligned with masculine strength and determination. Differences in physical strength, work pressures, family responsibilities… We have to acknowledge that women seeking to make their mark in property and construction face greater pressure and must work harder.

Yet in New Zealand, more and more women are active in this industry. Their capability, diligence and professionalism have earned them success and recognition, while their intelligence, perceptiveness, sensitivity and attention to detail bring a distinctive presence to the sector. This aptly reflects the story of Pauline Gao, director of MultiMarketing Ltd and founder and publisher of YIJU New Zealand | New Construction · Building Anew, referred to here as YIJU. Over nearly 20 years of hard work in New Zealand’s property and construction industry, she has grown from a pioneer into a leader.

Some media outlets have told Pauline’s story, but she has always been modest and practical, feeling that they were too generous in their praise, and had stopped accepting interviews about her personal journey. On the eve of YIJU’s issue 20, its editors finally persuaded her to tell readers her own version of the story, simple but deeply sincere, through the publication she had built herself and nurtured for ten years.

 

The following is Pauline's story in her own words:

 

I come from Jiangmen in Guangdong, celebrated as China’s foremost hometown of overseas Chinese. Growing up, I heard my elders tell stories of more than 4,000,000 emigrants who had ventured boldly into the world. But coming to study at the University of Auckland at 18 was my first trip abroad and my first time in New Zealand. I never imagined that I would eventually have lived in Auckland longer than in my hometown.

Xinhui, a district of Jiangmen, is famous worldwide for its aged mandarin peel, celebrated in the saying, ‘Ginseng matures over a thousand years; mandarin peel over a hundred.’ My father was the founder and first president of the Xinhui aged mandarin peel industry association. There was always peel drying at home, and my childhood memories are filled with its distinctive fragrance, rich yet refreshing. I never imagined that one day it would be replaced by the smells of paint, coatings and plywood, which would become the recurring theme of my life.

My father influenced me deeply. He was a self-made entrepreneur who achieved remarkable business success. If I later developed a head for commercial property, it probably came from him. But his greatest influence on me was his fearlessness in the face of difficulty and his positive, optimistic nature. He gave me a childhood filled with trust and freedom, making me someone who thinks independently, dares to dream and act, and is unafraid of failure.

 

Entering an unfamiliar industry: everyone has unlimited potential

 

After graduating, my first job was in HR and customer support at Three Brothers, the building supplies company owned by the family of Noble Bardell, a veteran of New Zealand’s building supplies industry. That was 2005, which I regard as the beginning of my career in New Zealand’s property and construction industry. At the time, I simply wanted a job that would let me stay in New Zealand. I never expected to become so deeply involved and spend nearly 20 years working in the industry. I believe another 20 years lie ahead.

After I had been there for 9 months, the colleague responsible for advertising in the marketing department left. My boss, Noble, asked whether I would like to move into marketing. I am curious and willing to try new things. I was also very young then, so even starting from scratch did not frighten me. But I soon discovered that the unfamiliar English names for building materials and specialist media terminology alone left me bewildered, let alone producing advertising and managing marketing independently. Fortunately, my boss gave me time to learn. He took me to meet advertising managers at different media outlets and establish local media relationships. I learnt to negotiate reasonable prices and the best advertising placements. I even had to learn about slogans, design and font sizes. That period was difficult, but it benefited me enormously later. Now, whenever my employees want to try a new field, I give them the opportunity. If a magazine editor wants to try working as a marketing specialist, for example, I give her a few clients to manage. I believe everyone has unlimited potential, and, like my boss, I want to help my employees shine in the fields they love.

In 2009, 4 years after graduating, I had my own marketing company, MultiMarketing. Many people find it hard to believe that my boss Noble helped me establish it. His reasoning was simple: ‘You have done an excellent job with Three Brothers’ advertising and marketing, but other local suppliers also need advertising, and they are particularly keen to enter the Chinese market. This is something you can do well.’

At the time, cultural and language barriers meant local building suppliers did not know how to promote themselves within the Chinese community and struggled to do business with Chinese property developers. There was demand for marketing, but I did not yet know how to negotiate with clients. Noble took me from company to company to negotiate contracts, securing MultiMarketing’s first clients. He also helped me earn its initial capital. He was a very perceptive investor and guided me into commercial property investments, including industrial and retail premises. The returns became my first substantial capital, which I put into running MultiMarketing.

Noble was my first professional mentor. He taught me how to fish rather than simply giving me a fish, helping me find my entrepreneurial direction and teaching me about management and investment. As MultiMarketing grew, he gave me enormous help and support. Once I could stand on my own, he gave me the freedom to fly independently.

Noble has now passed away, and I miss him terribly. Whenever MultiMarketing achieves even a small success, I wish I could share the joy with him. When I encounter problems, I long to hear his advice again. I feel there is nothing I can do to repay him. Only by giving everything I do my very best can I honour the care and effort he invested in me.

 

Founding YIJU: an investment and construction guide for the Chinese community

 

A little over 10 years ago, builders applying for building consent would receive a copy of Building Guide. While I was still at Three Brothers, a Building Guide salesperson approached me about advertising in the publication.

‘Do you have a Chinese edition?’ Under Noble’s influence, I had long wanted to provide property investment and construction information in Chinese, so whenever I met someone in publishing, I would ask for advice. The salesperson and I had a lively conversation about it. He reported back to their publisher, Mark Graham, who was also very interested. When we met, we immediately clicked and decided to work together. That was how YIJU was born.

YIJU’s inaugural issue appeared in 2013. Its main content was a Chinese version of Building Guide, making it essentially a construction guide. Although I had dealt with various media channels for nearly 10 years, this was my first time producing a magazine myself. I truly learnt that what comes easily to the experienced can be daunting to a beginner. Much of the content was translated, but making it accurate, fluent and elegant took tremendous effort. I knew nothing about design terms such as type area, checking corrections and bleed. My employees from that time remain good friends today. We got through the difficult launch together.

YIJU began as an annual publication. In 2014 and 2015, we published an issue each year alongside the updated Building Guide. In 2016, we published two issues, which was already a major breakthrough for us.

At the beginning of 2017, my former partner Mark left the team, and I took over the business independently. I felt the weight of greater responsibility, but my determination to make YIJU an excellent publication and an established brand grew stronger.

 

Joining forces: supporting the Chinese property and construction community

 

I have been very fortunate to receive help from generous people throughout my entrepreneurial journey. They have helped clarify MultiMarketing’s direction and polish the YIJU brand. Of course, when making changes that would profoundly affect our future, we often did not realise their significance. We simply knew that if something was right and benefited the company, our clients and our readers, we should put our heads down and do it!

That was how my partnership with the New Zealand Chinese Building Industry Association (NZCBIA) began.

When I met its president, Frank Xu, I had just become YIJU’s sole publisher. I did not yet have a clear plan, and needed to make decisions quickly on everything from the structure of its content to its future direction. I had also just become a mother, and my daughter was not yet a year old. Balancing family and work, a challenge facing almost every working woman, was troubling me too.

In 2017, NZCBIA was still in its early stages, having been established only two years earlier. But Frank believed the size of your ambitions determined the size of your stage. He told me sincerely, ‘The Chinese property and construction community in New Zealand has a great future. We should work together to do something practical for it.’ His vision, passion and fresh ideas moved me deeply. We decided to form a long-term strategic partnership, merging YIJU with the association’s New Construction · Building Anew journal to create today’s YIJU New Zealand | New Construction · Building Anew. This further established our distinctive approach: a focus on property and construction, with authoritative, professional content at its heart.

Since 2017, it has indeed been a golden age for the Chinese construction community, just as Frank predicted. As Chinese property development and construction projects grew in scale, YIJU’s content became richer and more specialised. MultiMarketing took on Chinese-market marketing for more major brands, including James Hardie, PlaceMakers and Mico Plumbing. Our work extended across the industry’s value chain, and we helped organise several major events, earning recognition from an increasing number of industry peers.

As the association’s marketing partner, MultiMarketing’s professional work also brought NZCBIA more exposure on New Zealand television, in newspapers and across social media. Its influence spread beyond a small circle, gaining genuine recognition from industry leaders. When NZCBIA’s flagship New Zealand International Building Expo & Summit (NZIBES) took place, it became a leading topic across Auckland’s industry. Its slogan, ‘Miss it and miss 10 fortunes’, was repeatedly shared through WeChat Moments. Bruce McEwen, CEO of leading New Zealand building supplies brand PlaceMakers, called it ‘one of the best-quality events in New Zealand’s industry’.

What impressed me most was the 2021 expo. Despite the shadow of the pandemic, it brought together more than a hundred exhibitors, over ten thousand visitors and 800 dinner guests. Major developers, builders and suppliers from the Chinese community gathered to socialise and pool resources. Countless partnerships were formed directly between Chinese business owners, large and small, and local providers during the event.

After ten years of operation, people now say YIJU has firmly established its brand as New Zealand’s leading Chinese-language media outlet for property and construction.

 

Staying true to our purpose: a magazine with warmth, depth and a clear voice

 

In an age of news as entertainment and fragmented reading, producing in-depth reporting with a clear perspective is difficult. Maintaining editorial integrity takes even greater conviction.

I do not have a journalism background, but my reporters and editors graduated in journalism, communications and related subjects from leading universities. In them, I see journalistic ideals, commitment to their original purpose and care over every word they write. This is how they express their respect for, and responsibility to, every YIJU reader.

I share their values wholeheartedly. I have always insisted on putting readers first and producing a magazine with warmth, depth and a clear voice. I therefore leave specialist work to specialists and give the editorial team as much autonomy as possible. I tell my reporters that their task is to give YIJU readers authoritative, insightful industry reporting with a perspective.

In many industries, even an excellent product can struggle without promotion. In media, however, if you take content seriously, your effort will be seen. Many of my clients were previously YIJU readers, because our readership has always been clearly defined: professionals in New Zealand’s property and construction industry. Later, when I took account managers to discuss partnerships with businesses, they would say, ‘Oh, I read YIJU regularly. Your work is very professional and thoughtful.’ Some even had a copy on their desk. Partnerships followed naturally.

Over the past couple of days, while preparing my publisher’s note for issue 20, I looked through earlier magazines again. I found the team from renowned building materials company James Hardie on the cover of the fourth issue. James Hardie had been a YIJU client since 2015. Seven years later, we work together with even greater understanding. I am truly grateful for loyal clients and good friends who support us like this.

Huarong Credit is another longstanding YIJU client. Its founder, York Zhang, is a grounded entrepreneur who acts effectively and makes decisive decisions. I particularly admire his practical approach and scholarly business manner. Whenever I encounter lending issues, or even company management problems, I like to talk them through with York. Every conversation feels more enlightening than ten years of reading.

Although many clients have recognised our work, I have always felt that we have not done nearly enough for them. More often, they are the ones helping us succeed and supporting us. We therefore remain committed to providing valuable property and construction information, hoping to offer a platform for information and discussion across multiple perspectives and channels. We continue developing new products to build more comprehensive tools for brand communication and market expansion, so we can serve our clients better.

Our journey continues.

 

A promising future: building YIJU’s multimedia platform to serve industry professionals with care

 

I know that many people first encounter YIJU through our WeChat official account, YIJU New Zealand, rather than the magazine.

In 2015, while YIJU was still a construction guide, I realised that language and cultural barriers meant many Chinese property businesses needed more than basic construction guidance. They also needed timely information about the latest policies, laws and regulations, investment conditions and the various rules governing property development in New Zealand. I saw a need for a more timely, accessible channel for exchanging information between New Zealand’s property development and construction sector and Chinese businesses. We therefore decided to establish a website and a WeChat official account.

Once again, we started from scratch, but we brought the same pursuit of excellence from print to digital media, gradually earning readers’ recognition. Back then, every increase in followers was cause for celebration in the office. Now, last year alone, we published more than four hundred original industry analysis articles. More than twenty thousand readers join YIJU on WeChat each day to understand the market and discover business opportunities.

This year, responding to the way people consume content, YIJU also launched a WeChat Channels account. Although we are still finding our way, you can see that we take video seriously too. Every frame is carefully selected, and every transition considered. The video channel is still the baby of the YIJU family, but we are nurturing its growth with care.

The YIJU New Zealand brand now encompasses a website, a WeChat official account, a video channel and a magazine. Each has a different role and distinctive features, while forming an integrated whole. Yet we see ourselves as more than a media outlet or a business. Our mission is to help readers build settled homes and fulfilling working lives in New Zealand, connecting individuals with businesses, businesses with society, and society with human values. In the future, we will try to move beyond our existing fields, expanding from property investment and construction into a comprehensive information platform bringing together everything relevant to living well. We will develop from one-way communication towards interaction, offering readers a fresh approach and format.

After many years in media, the YIJU New Zealand brand has long been more than part of my career. It is also a bridge between me and our many clients and readers. In this period of uncertainty, our multimedia platform will share industry professionals’ stories and experiences in depth, bringing together experts and practitioners from various sectors to discuss economic conditions in New Zealand and overseas, property market movements, and the new economic, tax, immigration and other policies and regulations emerging in response. My greatest wish is for YIJU to become the information platform readers find most indispensable as they build settled homes and fulfilling working lives in New Zealand.