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The Daigou phenomenon: exploring the heterodox behaviours of entrepreneurial Chinese shoppers

As demand for Australian-made products increases, a new type of entrepreneur has emerged. Daigous, or purchasing agents, serve as important ‘middlemen’ – connecting Chinese customers with Western brands. Daigou have become a paradox. They have been associated with ‘unorthodox’ behaviours such as stockpiling highly sought after products, for example, they have previously created market-wide shortages of infant formula. On the other hand, Daigou are increasingly enacting opportunistic behaviours, boosting demand for premium Australian products such as, cosmetics, skincare and vitamins.Recently, …

Study level
PhD, Master of Philosophy
School
School of Advertising, Marketing and Public Relations

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