Daigou: a rising and profitable job?

personal shopping

Sara attend Alibaba e-commerce expo as a daigou Image: Sarah Wei

Away from home, many Chinese who live currently in Australia tend to purchase Australian products for their relatives and friends in China. This generates a burgeoning career, daigou. The word “daigou” is from China, which means the person who does the business as well as the behavior. When you get into a pharmacy, most of the customers are daigous, who are busy on looking for the products holding a long list. With advanced information technology, daigou expend the business scope to the social media followers on different platforms. It is reported by China Internet Network Information Centre (CINIC) that in 2005, averagely, every online shopping users spent 5630 RMB on daigou. Australia, which occupies 18.6%, is the fourth most beneficial country after America, Japan, and Korean.
In the digital age, e-commerce develops swiftly, more and more brands engage in the popular e-commerce platforms such as Tmall with their own official flagship store to sell the products to Chinese customers. Meanwhile, Australian products are increasingly introduced in China and are sold offline. Can daigous survive and thrive under the pressure from every perspective? 

Sara’s advertising of the most popular product on her WeChat

This feature news analyzes the current situation and the dilemma faced by Chinese daigou in Australia based on the interview of some experts in the industry and research on the materials. The content of this job, the guideline of the business, the organizations of the industry and the profits and risks of daigous are taken into account. The purpose of the news is to find out can daigou be a reliable job to make a living for Chinese in Australia.

Publication and target user group

The news can be an introduction to this business to the ones who want to step into the industry or the beginner in addition to the descriptive news to illustrate the rising career for the public. Therefore, the article can be published on various platforms Australian brands’ Wechat account and website, Australian daigou hub website and Australian daily newspaper. 

Sources of information

The interviewees are the experts of the industry including one who does her own daigou business as well as works in an Australian company running a daigou online platform called Daigou Sales, one from Australian China Daigou Association (ACDA), and an international student who is doing daigou.

The academic journals are also used to refer. Such as Rise of China’s army of ‘personal shoppers’  and Daigou: Why China Is Tuning in to Live Streams from Aussie Shops. Moreover, The conversation also has published an article on the same topic.

Another source of materials used is coverage of other professional press. BBC and SBS have reported the news on daigou.

Ideas for multimedia, hypertext, and interactivity

The interviews would be recorded by photos and audio. As a direct presentation of the situation of daily job of daigou, the condition of interviewees daigou would be filmed and took photos with their permission. The descriptive answers of interviewees would be presented as audio to convey the context and emotion to the audiences.

Further reading

Australian businesses urged to embrace booming daigou industry | SBS News. (2018). Retrieved from https://www.sbs.com.au/news/australian-businesses-urged-to-embrace-booming-daigou-industry

Chinese personal shoppers have created a new type of retail store in Australia. (2017). Retrieved from https://theconversation.com/chinese-personal-shoppers-have-created-a-new-type-of-retail-store-in-australia-86844

Korporaal, G. (2017, Sep 25). Rise of China’s army of ‘personal shoppers’. The Australian Retrieved from http://ezproxy.library.usyd.edu.au/login?url=https://search-proquest-com.ezproxy1.library.usyd.edu.au/docview/1941995311?accountid=14757

Shopping in Australia, while in China. (2016). Retrieved from http://www.bbc.com/news/business-37584730

Zhou, C. (2017). Why China Is Tuning in to Live Streams from Aussie Shops. Retrieved from http://kns.cnki.net/KCMS/detail/detail.aspx?dbcode=CJFR&dbname=CJFDLASN2018&filename=DXYY201712003&v=MDI1NzZVTDNPSVRYU2Q3RzRIOWJOclk5Rlo0UjhlWDFMdXhZUzdEaDFUM3FUcldNMUZyQ1VSTEtmWXVab0ZDam4=Reference 

About Nandi Hu 5 Articles
Taking Master of Digital Communication and Culture at the University of Sydney.


  1. Hi Nandi!
    Your topic is very interesting. Using the question as a title is very noticeable. Your image is highly relevant. The background of your story is very detailed, which is great and helps readers understand. As a feature news, your story is highly newsworthy and it is very appealing.
    The set of “Further reading” is good, it can help readers to better understand your story, but also enhance your professionalism. I think your angle could be deeper than just describing the phenomenon. As I know, Alibaba and Australian manufacturers have started formal commercial cooperation. What impact will this have on personal daigou? You could consider the future of them.
    I have a few suggestions about interface:
    The headings such as “Publication and target user group” could be more clearly differentiated if they are bold or maintain more space with the previous text.
    The data in the background introduction is not quoted or linked, which will reduce the reliability of the data. In addition, you may find more new data instead of 2005 which is kind of old.
    One of the links you provided is invalid. The reader needs to log in with the student number to view it. This may be difficult for the reader who is not members of our university. In addition, the first link in “Further reading” cannot be directly clicked. Hopefully, in the future work, you can check every link to make sure they are feasible.
    Perhaps you have forgotten the additional author information which can help the reader contact you.

    In short, the content of your story is great, but some details need attention. I hope you get good marks for next assignment!
    Your friend Ziyan.

  2. Hi Nandi,

    I think your topic is very appealing since the Daigou Phenomenon is fairly common among international students, especially Chinese students. And you well-explained some background information to the pitch readers. The angel you made is different from the previous coverage of Daigou in other media outlets. But it seems a little bit too broad, maybe only focus on one aspect of them since it would be too much to contain in one feature and dig into it.
    Here are some other recommendations and suggestions.
    – The feature image seems to be duplicated
    – You can mbedded “further readings” into the article if possible, or screenshot the key paragraphs from those readings wherever emphasis needs to be made
    – For some statistics, it is always good to link them to wherever they originally from. For example, link to CINIC page. And you can also use infographics to better illustrate to the readers and enrich your multimediality
    – In the body of your pitch, maybe change your section name such as “Publication and target user group” to bold fonts. This will increase the clarity as well as readability of the story
    – The targeted publications can be more specific, for instance, I think SMH, as well as local Chinese online newspapers such as Sydney Today, are good to be targeted
    – Social media page can be linked to Australian China Daigou Association (ACDA) since they are playing an important role in your research, and those organization can also be your source of information.

    Good Luck with our assignment!


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