The Chinese ‘personal shoppers’ bulk-buying sought-after Australian-made goods are banding together to form sophisticated purchasing networks, and the result could have a significant impact on our nation’s brands.
They are known as ‘daigou’ and it is estimated they are generating millions of dollars for the brands they ship to China each year – which is why businesses will be jostling for their attention at a major daigou forum in Melbourne this week.
The event, which forms part of the Australia China Business Week celebrations this year, will be held at Crown Melbourne from 11-12 October, and will be replicated in Sydney next month.
The not-for-profit Australian Made Campaign, which certifies locally made and grown products, will be addressing the diagou forums, to educate attendees on how to find authentic locally made and grown goods, from established brands to rising stars.
The online product directory the organisation hosts at www.australianmade.com.au, which showcases the largest consolidated range of certified Australian-made and grown goods the country has to offer, will feature heavily in its address.
Only products that have been certified to carry the green-and-gold Australian Made, Australian Grown kangaroo trade mark can be featured on the directory, which showcases more than 20,000 products.
Independent research shows the green-and-gold kangaroo logo which the organisation administers and promotes enhances product appeal for Chinese consumers, of which 69% can correctly identify Australia as the country of origin when sighting it.*
Australian Made Campaign Chief Executive, Ian Harrison, says daigou represent a unique business opportunity for Australia’s growers and manufacturers, and it is important for businesses to recognise their role in brand building in China.
“As daigou transition from individual resellers to collective buyers, and their influence on Chinese consumers grows, it is vital that Australian brands factor this in to their strategies,” Mr Harrison said.
Daigou and everyday shoppers searching for genuine Australian products and produce can visit the online product directory at www.australianmade.com.au.
*Roy Morgan Research