Is Daigou (代购 ) A Dirty Word?China Digital Conference, Sydney

2 June 2016

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

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…

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

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

‹#›

Daigou can be an opportunity for your brand!

So, is Daigou a dirty word?

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

Chinese visitorsI 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

$8.3b 46% 40%

Repeat visitorsTotal expenditure in Australia in 2015

Increase spending in Australian goods

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?

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

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?

Case Study: Australian Open 2016I 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

Case Study: Infant Formula WeChat CampaignI 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

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Contact: Doris LiChina Advisory, Bastion S&GO

doris.li@bastionsgo.com.au

May 2016

Questions?