Daigou business AuMake announced the second major shift in its business
model in the last year, noting it will launch a new online marketplace
specifically aimed at helping Australian brands reach influencers in Asia.
The platform will function as a social e-commerce marketplace – a fast
growing segment of the Asian e-commerce ecosystem driven by the emergence of sites
such as Pinduoduo and Xiaohongshu.
Through this platform, AuMake will help Australian brands to connect
with Asian influencers and their social networks, allowing access to new
customers in the region while providing influencers with lower prices for their
“We’re absolutely delighted to provide a new way for Australian brands
to meet the demands of the fast-changing Asian consumer market,” AuMake
executive chairman, Keong Chan, said.
“Asian consumers are increasingly using using integrated platforms to
buy products based on opinions within their social network and increasingly
less on what the brands, retailers or advertisers are telling them. In China,
it’s now about discovering products with friends, sharing that experience and
buying on that same platform – with product is part of the journey, not simply
the end point.”
The social commerce market in China is estimated to be worth $499
billion (2,419.4 billion yuan) in 2022, with user-generated content having
become one of the most effective ways to increase engagement and customer reach
for brands in the region.
And while AuMake will continue to have a physical foot print, these stores will increasingly be used to convert in-store traffic to the online platform and future marketplace.