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1、1 Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. BREAKING BORDERS EXPLORING THE DAIGOU OPPORTUNITY Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. OCTOBER 20172 Copyright 2017 The Nielsen Company (US), LLC
2、. Confidential and proprietary. Do not distribute. EXECUTIVE SUMMARY: NEW GAME, NEW RULES The Australian retail landscape is in a time of major change. New players have stepped on the pitch and the sequence of play has blurred, changing the rules of the game and challenging existing business models.
3、 Locally and globally, the known illustration of both the shopper journey and the marketing and sales process is no longer representing reality, or enough to survive. Shoppers are deciding where to buy and how to buy in a very different way now, driven by new technologies and lifestyles. The factors
4、 influencing their shopping decisions are exploding. And, the opportunity for Australian brands to break borders and reach a customer base far bigger than the Australian population is real. One way some Australian brands are tapping into a significantly larger customer base is through a relatively n
5、ew export and e-commerce ecosystem, which directly reaches the mainland Chinese shopper Daigous. A Daigou is a person who facilitates the buying and selling of international products on behalf of a customer in mainland China. The phrase Daigou means “buying on behalf of”. The Daigou industry is well
6、-developed and is mostly run by international students or new immigrants who have friends or connections in China. The industry is built on trust, with consumers in China placing their trust in their network in Australia and New Zealand to source authentic products. Its estimated that there are anyw
7、here between 100,000 to 200,000 operating Daigous in Australia. And, some commentators are estimating sales of up to $100 billion annually across the retail sector. There are significant opportunities for Pacific companies to leverage this channel as a way to access the scale of the Chinese populati
8、on. To better understand the Daigou opportunity and ecosystem, Nielsen and China Road (a full service solution for premium brands entering China) invited a core group of Australias Daigous for a dinner in Sydney. The goal of bringing together this group was to develop a point of view on the potentia
9、l opportunity and watch-outs for Australian brands, and to glean a better understanding of how the Daigou ecosystem and logistics actually works. This paper reflects some of the key learnings and fascinating insights that were shared in this discussion. It also provides guidelines on how brands can
10、best leverage this new way of doing business should they wish to be agile and open to playing the game according to some new rules.3 Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. SCALE AND DEMAND: THE OPPORTUNITY IS REAL Australia has a population of
11、24 million. China has a population of 1.4 billion. And, the Chinese consumer wants Australian products. There are now over 300 million upper-middle-class consumers in China and this is growing rapidly. Almost half (46%) of Chinese consumers say they are willing to trade up to purchase premium produc
12、ts. Alongside the improving living standards of Chinese consumers, comes the increasing demand for high quality and genuine branded products. These brand-driven, convenience-seeking consumers want to purchase directly from overseas markets. Big opportunities are emerging for marketers and manufactur
13、ers around the globe to act on these blurring borders and be a part of Chinas e-commerce and import growth story. Close to 2 million Chinese tourists visit Australia and New Zealand every year, and spend big while visiting. The Daigou opens up new channels and new ways for Australian brands to conti
14、nue this fruitful relationship with Chinese consumers when they return home. Ultimately, the Daigou can help companies who have been struggling to manage the complexities surrounding export logistics; and of course, help them to better understand the Chinese consumers nuances and needs. Will the cha
15、nnel decline, as more Australian brands/retailers sell direct to Chinese consumers via Tmall, ? The Daigou laugh at this. there are more than enough potential Chinese consumers to go around, they say. 4 Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. YO
16、U NEED TO BE READY. WAITING FOR A NEW WAY OF DOING BUSINESS TO BE AS PROFITABLE AS YOUR TRADITIONAL BUSINESS BEFORE PLACING BIG BETS IS NOT A STRATEGY. WAITING IS NOT A BUSINESS PLAN. ITS ALMOST GUARANTEEING FAILURE.5 Copyright 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute. THE DAIGOU PROCESS REVEALED: ITS ALL ABOUT PERSONAL CONNECTIONS A Daigou is a person
