An Australian skin-care company, Bondi Goddess, has launched by selling exclusively to the Chinese market.
Bondi Goddess’ Australian-made products are only available through the online marketplace Daigou Sales. Daigou (代购) is a Chinese term that means to buy on behalf of someone. The practice has become commonplace among Chinese domestic consumers who have turned to trusted expats overseas to purchase and mail products on their behalf in order to bypass the costs and complications incurred when buying directly from foreign companies. Chinese consumers tend to desire western products as they are associated with higher safety standards and quality.
Erinjayne and Alan Plummer, the founders of Bondi Goddess, say they are targeting young Chinese women who desire western products. This is reflected in their marketing which plays on conventional western beauty standards, whiteness and a clean environment. They hope to eventually sell their products domestically.
Does Bondi Goddess’ decision to begin selling exclusively towards China before taking on their domestic market illustrate the power and allure of the Chinese market? Will we begin to see more companies specialising in luxury goods shift their focus primarily towards China?