Lunar New Year – it’s the most special time of year for the estimated 1.5 billion people that celebrate it. And this year, marketers worldwide have rolled out some top-notch marketing initiatives to tap into the increased spending, goodwill and opportunities during this time.
Jenny – 47 – works full time at a bank, but has been boosting that income by hitting the shops after work and on weekends. She puts in an additional 20 hours a week sourcing products like skin care, health supplements, breakfast cereals and chocolate products. Jenny knows that there is a big demand for these items in China.
She started off working as a Daigou by default, as her family in China were always requesting items to be posted back to them. They thought the quality of Australian products are better than China, and as time went on, word spread like wildfire. Her reach went beyond her immediate family and friends to a wider network in China – her WeChat followers increased by the day.
From there, business exploded to where she was earning AUD 2000 each week. Jenny posts images of products on her personal social media, WeChat, offering to purchase Australian products in-store for her clients and post them to China.
Demand for Australian products
Some of the products Chinese buyers are looking for are only available in Australia.
Some products, like baby formula and some health care products, are subject to Australia’s stringent safety regulations – making them highly appealing to Chinese consumers.
To alleviate safety concerns regarding China-made products, consumers are looking to Australian Daigou to help them find alternatives.
Trust is the key to good sales in China, and Daigous are often highly trusted. “Word of mouth plays an important part of Daigou activity,” Jenny said. As Jenny walks into a pharmacy, preparing to fill her basket with health supplements and skin care products, she will Skype with her friends, family’s friends and friends’ friends in China from her phone. She said video calls with clients are crucial when purchasing items, to prove that the products are genuine as they are from a legitimate store.
Since joining MultiConnexions as a Client Servicing Executive, I can see the huge potential of utilising the Daigou market for our clients.
Chinese consumers depend heavily on product recommendations from online reviewers. Peer reviews that they read on social media are very important when it comes to making a purchase decision.
In particular, WeChat, the most widely used chat app in the Chinese community, has opened up great opportunities for multicultural marketers. Sharing feedback and recommending products to friends has become substantially easier, due to the fact that the app allows sharing on a platform that is more private in nature between individuals and small groups. The Chinese community generally will only take the step to purchase a product after getting consent from their peers via social media and ecommerce forums. Hence, the most popular Australian exporters to China aren’t the brands – they’re the relationships and the unique marketing initiatives that Chinese enjoy.
5 Daigou Facts
1. Daigou are often entrepreneurial Chinese students living in Australia or Chinese visitors, who wish to send a number of Australian products back to China.
2. In China, the most-searched keyword on the web associated with Australia is Daigou.
3. Popular products among Daigou: Baby milk formula/powder, medications, health supplements, body lotion, face lotion, hand cream, body wash.
4. Reasons the market exists:
• High quality, well known Australian brands
• Fear of non-genuine Chinese products
• Expensive retail price in China compared with Australia
5. It is widely acknowledged that there are between 40,000 to 60,000 Daigous in Australia advertising Australian products on WeChat, Weibo or C2C e-marketplaces in China.
Today, as a MultiConnexions team member, we help our clients to adopt the most appropriate strategy on a grass-root level to target various multicultural and diaspora audiences.
We can utilise WeChat social media platform to its fullest, increasing your brand’s exposure, in order to target buying agents and generate new business opportunities.
Whether it is setting up a client’s official WeChat account, creating unique and culturally tailored content, organising interactive competitions to increase your followers, or having our creative team to design artworks for display advertising, we know how to reach the hearts and minds of Chinese customers.
If you have a product, we have the answer.
This blog was written by Anabelle Yong, MCX’s Client Servicing Executive – a.k.a. Anabelly, the food lover.
The MultiConnexions team recently unearthed an insightful article that was published in WeForum.org titled, ‘These are the most powerful languages in the world’ written by Kai Chan, Distinguished Fellow, INSEAD Innovation and Policy Initiative.
In my role as Creative Writing/Language Lead, I get to experience the power of languages every day. Language matters. It breaks barriers, creates meaningful conversations and forges powerful connections that help companies and their customers understand one another better.
Diwali (or Deepavali) is one of the biggest festivals celebrated by South Asians all over the world. It holds great spiritual significance and is the celebration of good trumping evil where fireworks and lanterns are lit, colourful glad-rags are worn, and delicious traditional sweets are exchanged over a period of 4 days.
And as the festivities are wrapping up (this year it ran from October 30 to November 3), it is the perfect time to reflect on whether or not this festival was a missed opportunity for Australian brands and marketers.
It’s not B2B, it’s P2P (People to People).
A critical piece in the missing puzzle while doing business with India or China is cultural understanding.
Relationship matters in building trust and only when there is trust will the Asians do business with Australians. Yet how often do we hear Australian business leaders say – ‘let’s cut to the chase’. Impatience can often blow a great business opportunity out of the window in seconds.
Once upon a time YouTube was home of rich media formats. Today, rich media, as we know it, has evolved and is travelling across the World Wide Web for bigger and better things. Just like a ‘selfie’, it has found its new home on social media platforms and it is here that it is screaming for attention to all who are willing to listen.
Has anyone ever really stopped to consider the success of ethnic businesses in the country we live in? Until I decided to write this article, I never really thought of the magnitude. Although it is a part of my job to chase down successful ethnic businesses, one takes the diversity of our business landscape for granted till one thinks about the big picture.
A staggering 30% of our population was born overseas. So many migrants have come to our land for reasons such as fleeing war, chasing family, sheer curiosity, sanctuary from overbearing governments in their home lands, or stories of the Lucky Country that will open doors to newer opportunities for them to build a secure future.
Multicultural audience events are intrinsic to the life of every migrant in Australia, along with their children and their children’s children. Whether you speak a language other than English, were born overseas or have ancestral roots in another country – the link to culture is one that continues to thrive (no matter how long you’ve lived in Australia). Using cultural insights to effectively engage with these audiences, at the grass-root level, can be the difference between simply reaching them, versus giving them a reason to believe in your brand or product.
Acceptance of diversity is part of our society in Australia and Australians do diversity really well when it comes to opening doors to migrants from across borders and helping them build their future here. After all, close to 47% of our population were born overseas or have a parent born overseas, of which, approximately 25% of our overall Australian population are from Asian cultures. This is just a conservative estimation while we await Census 2016 figures.
Whether you refer to it lovingly or loathingly as the little red dot, there is no denying Singapore has earned its position in the 21st century as Asia’s economic powerhouse.
As a traveller, Singapore is my preferred transit destination en route to India. The aerial view of Singapore is enough to take your breath away. Surrounded by pristine blue waters, you see a collage of greenery, shimmering skyscrapers and beautifully laid out roads. If you’re a city girl like I am, this is a sight for sore eyes.