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澳大利亚“新快网”8月28日报道称,澳大利亚华人社区中或有数千人在做“代购”。专家对此指出,尽管中澳两国贸易往来增加,澳企将仍需要“代购”进一步打开中国市场。
电子商务及数字营销机构Think China的数字营销专家本杰明·孙(Benjamin Sun)表示,在澳大利亚进行代购的人数大幅增加,从2014年的4万增至如今的约8万,并预测该数字将再翻一倍。他指出,目前一些“顶端”的代购已有如批发商,年商品交易额超过3亿澳元(约合人民币15.7亿元)。
市场营销公司Access CN的营销专家莉薇亚·王(Livia Wang)表示,澳企可从该消费者行业获得的利润或达1000亿澳元。同时,由于中国消费者对澳品牌质量的信任,澳品牌在华需求旺盛。但代购这一市场正变得愈加复杂,“一窝蜂”地清空超市货架的局面已一去不复返。
孙表示,如今的代购已无需亲自到零售店购买产品,他们住处附近已开起了各种代购商店,允许他们直接从代购店购买商品。这些代购店旨在为代购者提供一站式服务,不仅提供购买服务,还负责邮寄。其中一家代购店AuMake已在悉尼开了5个网点,并已准备在澳交所挂牌上市。
AuMake执行主席陈昆(Keong Chan)表示,相当高比例的澳商品正通过代购或中国游客进入中国,AuMake公司需要进一步提高行业的透明度。
对于代购风潮,陈昆指出,澳供应商无需参加在华的贸易博览会,澳大利亚当地的华人社区就是其最好的营销人员。此外,信任感也十分关键,相比澳企直接进入中国市场所需的时间,其在中国消费者中建立起信任所需的时间或许更久。孙也认为,这一过程耗费的成本不是小数目,商品在华登记注册的时间可能要花去两到三年,而代购本身已经具有巨大的品牌宣传作用。(实习编辑:周思敏审核:田瑞哲)
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