Doris Li explains 'Daigou' in Australia & how they can help your business

1. Is Daigou (代购) A Dirty Word?
China Digital Conference, Sydney
2 June 2016

2. Who is buying?
“While the Australian birth
rate has been relatively
flat at about 310,000
annually over the past five
years, infant formula sales
are set to triple over the
period.”
—AFR, 30 May 2016
+ THE QUESTION

3. Understand ‘Daigou'
‘Buying on behalf of’
‘Overseas buying agents’
A controversial word, meaning…
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
Vitamins Baby Formula Fresh Food
They are interested in…

4. Where are they?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
WeChat Moments WeChat Groups Weibo Events
Social Media

5. Why is Daigou scary?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
Backlash from local market Fake goods - repackaged Price confusion Branding and translation issues

6. ‹#›
Daigou can be an opportunity for your brand!
So, is Daigou a dirty word?

7. Who are we talking about?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
The allure and power of
international students
International students
Migrant community - seeking
to connect with local Australian
culture
New migrants
1 million Chinese tourists with
strong purchasing power
Tourists
Old school connections.
Second and Third generation
Power brokers

8. Chinese visitors
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
$8.3
b
46% 40%
Repeat visitorsTotal expenditure
in Australia in 2015
Increase spending
in Australian goods

9. Are you ready to talk to the Chinese?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
Define your target audience
Who?
Localise the content & design
What?
Develop the key message
What?

10. How does design matter?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O

11. Are you ready to talk to the Chinese?
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
Define your target audience
Who?
Localise the content & design
What?
Go digital!
How?
Develop the key message
What?

12. Case Study: Australian Open 2016
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
+ Content Strategy
+ Influencer Engagement
+ Online Video

13. Case Study: Infant Formula WeChat Campaign
I s D a i g o u A D i r t y W o r d - b y B a s t i o n S & G O
+ Tone of Voice
+ Headline (click bait) & Content
+ Media Strategy

14. ‹#›
Contact: Doris Li
China Advisory, Bastion S&GO
doris.li@bastionsgo.com.au
May 2016
Questions?