To Reach Chinese Consumers, Brands Market in Australia西方品牌寻求在澳洲借助代购打入中国市场 时间:2018-10-06 单词数:4960
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Unilever PLC wants its Australian instant-soup brand to be a top-seller in the lucrative Chinese market. But instead of launching an advertising campaign in Beijing, it is offering free samples to Chinese residents here, hoping they’ll buy and ship the product to family, friends and other consumers back home.
The Chinese buyers in Australia are called “daigou,” a term (pronounced “die-go”) that is derived from a Mandarin phrase that means “buying on behalf of.” That role has evolved from students or tourists who sent home the occasional package to people who do it as a part-time or full-time job, reaping often hefty profit margins.
Now, companies like Unilever are increasingly marketing their products directly to daigou, a low-cost channel into the Chinese market that doesn’t require warehouses or distribution networks in China itself. But even well-known Western brands, many of which are still absent from China, aren’t guaranteed success, and must convince daigou and their Chinese customers that their products are high quality and authentic.
“The daigou buyers here have become more like a wholesaler,” said Julia Illera, a consultant at market-research firm Euromonitor International in Sydney. They can “make or destroy a brand” in China, she said.
悉尼市场研究公司欧睿国际(Euromonitor International)顾问Julia Illera表示，当地的代购变得更像是批发商。她说，代购在中国能成就一个牌子，也能毁掉一个牌子。
Daigou sales are difficult to measure because the items can be bought routinely from grocery stores and pharmacies. But such sales could exceed 1 billion Australian dollars (about US$720 million) annually, according to an estimate from Keong Chan, executive chairman of AuMake International Ltd., which operates stores in Australia that cater specifically to Chinese tourists and daigou.
代购的销售情况很难衡量，因为这些商品可以定期从杂货店和药店购买。不过据AuMake International ltd .执行主席Keong Chan估计，代购销售额每年可能超过10亿澳元（约7.2亿美元），该公司在澳大利亚经营专门为中国游客和代购服务的商店。
“I find now that we’re able to present in Mandarin, that they’re a lot more engaged,” said Rachael Lupton, regional business manager at Jurlique, whose Mandarin-speaking colleague gave a presentation at AuMake’s store about a new product line.
Two audience members were using smartphones to film video likely intended for online viewing by customers back in China. At one point, the daigou lined up to take photos of themselves with the Jurlique employees. Among them was Winnie Qian, 23, a student who shops mainly for her parents and grandparents back in China but wants to expand her daigou business.
茱莉蔻区域业务经理Rachael Lupton说：“我发现，我们现在可以用普通话来介绍产品，代购们的参与度提高了很多。” Lupton会说中文的同事在AuMake店里做了有关一个新产品线的介绍。
Currently, some personal shipments under a particular value aren’t taxed by Chinese authorities, said Matt McDougall, whose Sydney-based company, DaigouSales, operates an online store for daigou. A new Chinese e-commerce law, however, goes into effect next year. Mr. McDougall doesn’t expect it will significantly impact daigou shipments at this point, though the taxes could rise.
Only about 10% of brands are ultimately successful in using daigou as a step toward more conventional distribution in China, said Mr. McDougall, whose company organized the sampling session. New Zealand-made infant-formula brands—including a2, owned by a2 Milk Co., and Aptamil, owned by Danone SA—have been a big hit with Chinese consumers, while others have failed to sustain traction, he said.
McDougall称，仅有大约10%的品牌最终利用代购成功进入了中国更传统的分销渠道，他的公司对此进行了抽样调查。他说，包括a2 Milk Co.旗下a2和达能(Danone SA)旗下爱他美(Aptamil)在内的新西兰原装婴儿配方奶粉品牌在中国消费者中大受欢迎，而其他品牌则未能保持吸引力。
An item must “look and feel like a premium product,” Mr. McDougall said. “It’s all about brand perception. It’s all really word-of-mouth and testimonials.”
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