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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导读:越来越多的西方品牌寻求在澳大利亚借助代购打开中国市场。这是一个低成本渠道,不需要在中国有仓库或是分销网络。

西方品牌寻求在澳洲借助代购打入中国市场_最新英语新闻

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.

联合利华公司(Unilever PLC)希望其澳大利亚速溶汤品牌能在利润丰厚的中国市场成为畅销产品。但该公司并没有在北京做广告宣传,而是向澳洲当地华裔居民发放免费样品,希望他们能购买产品并推荐给家乡的亲朋好友和其他消费者。

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.

在澳大利亚的中国买家被称为“代购”,也就是代替别人买东西的人。最开始做代购的是学生或游客,他们不时会寄包裹给国内做这方面兼职或全职的人,经常由此获得丰厚的利润。

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.

现在,联合利华这类公司越来越多地直接将产品推销给代购。代购是进入中国市场的一个低成本渠道,不需要在中国有仓库或是分销网络。但是,即便是著名的西方品牌(其中有很多尚未进入中国市场)也不能保证百分百成功,必须让代购和中国顾客相信他们的产品是优质正品才行。

“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.

今年早些时候,AuMake在悉尼开了一家名为“代购中心”的商店,提供各种各样的商品,在店内可以直接将商品寄往中国。这家店有一间咖啡馆,还设了一间单独的房间,供包括化妆品公司茱莉蔻(Jurlique)在内的澳大利亚企业提供培训课程和免费样品。

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.

Matt McDougall说,目前中国政府尚未针对一些特定金额之下的个人发货商品征税。McDougall在悉尼开了一家名为DaigouSales的代购网店。不过,一项新的中国电子商务法将于明年生效。McDougall预计,上述新法规不会对代购发货造成重大影响,但税率可能会上调。

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.”

McDougall说,一件商品必须“看起来和感觉上都像一件优质产品”,关键在于品牌认知,所有这些都源于口碑和推荐。

来源:华尔街日报爱语吧作者:Penny

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