The Chinese ‘personal shoppers’ that are bulk-buying in-demand Australian-made products are getting together to establish sophisticated purchasing networks in a move that is expected to have a significant impact on Australia’s brands.
Known as ‘daigou’, these networks of shopping agents are estimated to generate millions of dollars annually for the brands they ship to China.
And this is the reason why Australia’s export oriented businesses will be looking to draw their attention at a major daigou forum which is taking place in Melbourne from 11-12 October.
The not-for-profit Australian Made Campaign will be addressing the diagou forums to inform 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,” the Australian Made Campaign said in a statement.
“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.”
An independent research carried out by Roy Morgan has found that 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 citing it.
Australian Made Campaign Chief Executive, Ian Harrison, urged Australia’s growers and manufacturers to recognise the important role that daigou play 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.
The event, which forms part of the Australia China Business Week celebrations this year, will be replicated in Sydney next month.