Australia’s brands crack China with 'daigou' personal shoppers

This article explores the rise of 'daigou' (shoppers who buy Australian brands to re-sell in China) as a powerful shopper segment in Australia and offers advice for building a daigou engagement strategy.

Australia's brands crack China with 'daigou' personal shoppers

Brooke Hemphill

The extraordinary rise of 'daigou' (Chinese personal shoppers) buying local Aussie products to re-sell in China has emerged as a major trend over the past couple of years. But with Australia's premium brand perception in China, it's one that has seen the fortunes of several home-grown brands soar.

In 2015, Bain & Co estimated that the parcel market into China was worth $US7.6 billion and unsurprisingly, Australian brands are taking notice. A2 Milk is one notable example, with other local brands including Chemist Warehouse, Weetbix, Swisse and Blackmores all tapping...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands