Australian Made Export Initiative

Asia Capability Programs

The Australian Made Campaign launched a range of Asia capability training facilitated by AsiaLink Business, Australia’s leading centre for building Asia capabilities to assist.

• Exporting to Asia Program - introductory overview to Asia and the differences in countries, markets, consumers and business environments. Providing key considerations for businesses to consider when looking to export into different Asian markets.
  
  
• Exporting to North East Asia Program - overview of Japan and South Korea, including economy, key sectors and business environment for exporters. Providing key considerations for businesses to consider when looking to export into North East Asia.
  
  
• Exporting to Greater China Program - overview of Mainland China, Hong Kong SAR and Taiwan, including economy, key sectors and business environment for exporters. Providing key considerations for businesses to consider when looking to export into Greater China.
  
  
• Exporting to South East Asia Program - overview of key ASEAN countries, including economy, key sectors and business environment for exporters. Providing key considerations for businesses to consider when looking to export into South East Asia.
  
  
• Exporting to India Program - overview of the Indian economy, key sectors and business environment for exporters. Providing key considerations for businesses to consider when looking to export into India.
  
  
• E-Commerce in Asia Program - overview of the e-commerce landscape in Asia, including key models to developing an online presence, supply chain, logistics and marketing considerations. Providing an understanding of risks associated with e-commerce and steps to enable an e-commerce strategy.

China International Import Expo

Australian Made Campaign Partner, Oz-Town, hosted an Australian Pavilion at the China International Import Expo (CIIE) in Shanghai in November 2020.

Branded with the iconic Australian Made logo, the Oz-Town Australian Pavilion provided an effective platform for Aussie exporters to showcase their genuine Australian products and connect with buyers, retailers and distributors.

In 2020, with the support of the Australian Made Campaign (AMCL), Oz-Town established h an Australian Pavilion with a 300m2 space in the Food and Agriculture exhibition area, a 100m2 space in the Lifestyle area and a 100m2 stand in the Health and Medical section—a considerable increase on its CIIE commitment in 2019.

Oz-Town arranged for several China-based business partners to attend the Australian Pavilion, while also hosting several 'business matching' events to connect exhibitors with buyers and retailers. In 2019, more than eighty China-based businesses (buyers/retailers) visited the Oz-Town Australian Pavilion. Oz-Town also arranged several 'business matching' events, resulting in US$100m worth of sales contracts.

Importantly, AMCL has made a financial commitment to this initiative to help lower the cost for Australian Made logo users to participate. This opportunity is suitable for exporters of Australian products looking to break into, or grow their market share in China.

Local Chinese Store and Campaign

The Australian Made Campaign partnered with Alipay, the preferred payment method for Chinese customers, to create a bespoke Australian Made in-app store.

This opportunity was open to licensees that manufactured:

• beauty, skincare and makeup
• fashion and fashion accessories
• baby and mother product
• vitamin and health supplements

AMCL supported the store with a campaign in the lead-up to key shopping or periods - raising awareness of the Australian Made logo and store and encourage the local Chinese community to familiarise themselves with or purchase from participating brands.

Singapore Campaign

A consumer-focused marketing campaign was held in Singapore to raise awareness of the Australian Made logo and Australian products.

The campaign which was launched in November 2020, focussed on key shopping periods including Christmas and Chinese New Year and run until February 2021.

While the primary focus of the campaign is raising awareness of the Australian Made logo, it also provides an opportunity for licensees to build brand recognition through content redirection to a bespoke landing page (australianmade.com.au/singapore) where participating brands are featured.

Amazon India Opportunity

The Australian Made Campaign worked closely with Amazon India to increase the profile and awareness of Australian Made and Australian products and provide a new pathway to market for licensees.

This included:

• Development and promotion of an Australian Made Amazon India store
• New pathway to market for licensees not currently supplying India (noting that opportunities will be dependent on commercial discussions between Amazon India and their preferred distribution partners and not managed by AMCL)
• Asia capability interactive training program focused on India (two-part program on 15 & 22 June 2021)

As Amazon India is a consumer-focused marketplace, licensees were encouraged if they manufactured food and non-alcoholic beverages, vitamins and other health products, beauty, skincare and makeup, fashion and accessories, homewares, or other consumer goods.