As daigou channels flounder, Australian brands are missing out
Marketing your brand to Chinese consumers is more important than ever, argues Jessica Miao, as changes to Chinese laws mean daigou prices are on the rise and consumers will become more selective in their investments.
Australian and New Zealand brands have enjoyed immense success off the backs of daigou. These individuals, or networks, who buy and sell Australian and New Zealand products to sell to mainland Chinese consumers at a premium price, have thrived in recent years with estimates there are more than 100,000 operating in Australia alone.
The success of these channels have seen large numbers of Australian and New Zealand companies forgo marketing spend in China, opting instead to market to daigou in a bid to get their brands in the hands of Chinese consumers. I’ve written in the past about the potential problems with this approach, and a recent move by the Chinese government to clamp down on the unregulated behaviour of daigou could prove damaging for these companies.
Thoroughly interesting read, more like this please Mumbrella (and less around industry bashing and general negativity!)