bastion s&go-doris li on 'daigou
TRANSCRIPT
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
