Daigou are short-changing Australian brands of long-term success in China
The daigou market is booming in Australia as brands sell their products to China’s big spending consumers. However, as more marketing spend goes to daigou, Jessica Miao argues Australian brands are forfeiting their future business in China.
The appeal of daigou is easy to see: organised individuals or networks who facilitate the buying and selling of products, usually at a premium price, to customers in mainland China.
With more than 100,000 daigou operating in Australia and estimates these savvy operators are turning over around $100 billion each year, companies are clamouring to get their brands and products into these channels and into the hands of Chinese consumers.
