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Bastion S&Go-Doris Li on 'Daigou'

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

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Bastion S&Go-Doris Li on 'Daigou'

  1. 1. Is Daigou (代购) A Dirty Word? China Digital Conference, Sydney 2 June 2016
  2. 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. 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. 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. 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. 6. ‹#› Daigou can be an opportunity for your brand! So, is Daigou a dirty word?
  7. 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. 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. 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. 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. 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. 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. 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. 14. ‹#› Contact: Doris Li China Advisory, Bastion S&GO doris.li@bastionsgo.com.au May 2016 Questions?

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