none

AUSTRALIAN BRANDS TRUSTED IN CHINA

20-03-2018
by 
in 

A local  cosmetics brand called Australian Creams has topped a list of the most trusted national name among mainland Chinese consumers, according to a new index from Monash University.

The brand, owned by family-run G&M Cosmetics and based in Sydney’s Sutherland Shire, was ranked above big-name brands like Qantas and Crown Group in the Australian Brands in China index. 

The index was produced by produced by Monash University and marketing outfit Digital Crew, and surveyed more than 5400 mainland Chinese across 70 Australian brands.

Monash Business School senior lecturer Eugene Chan said that the report was just the “tip of the iceberg” and had uncovered information that would become the basis of future research. 

Much of the Chinese market operates in a radically different manner to Australian consumers, with different consumption priorities and communication habits. 

“There is a middle class of 500 million people in China, and growing, but these consumers are so different and the way to get their attention is unlike anything in Australia,” Digital Crew co-founder and director Ophenia Liang said.

“There is no Google, no Facebook, no Twitter and nobody carries wallets any more. They just use their phones and applications like AliPay and WePay.”

A surprising finding was the popularity of cosmetic brands among Chinese men. Five of the top 10 Australian brands for this cohort were beauty products, while among women four of the top brands related to tourism.

The Weet-Bix brand ranked fifth overall in China, followed by EMU Australia, Coles, Chemist Warehouse, Myer and Destination Gold Coast.

ServCorp China & Singapore senior manager Anna Chavez said marketing to tech-savvy Chinese was crucial, with online marketing spend jumping about 23 per cent each quarter. Factors such as reliability of supply and high-quality products drive market demands, and projecting the correct image onto the Chinese market is crucial. 

Related news & editorials

  1. 18.04.2019
    18.04.2019
    by      In
    Australian energy generator and supplier AGL has secured the right to develop, own and operate a 250MW pumped hydro energy storage project at Hillgrove Resources’s Kanmantoo copper mine in South Australia’s Adelaide Hills, about 50km south-west of Adelaide. The mine has been in operation since 2010... Read More
  2. 18.04.2019
    18.04.2019
    by      In
    The installation of a new, state‐of‐the‐art mobile harbour crane in Simec Mining’s port in Whyalla, South Australia has further increased the port’s third‐party cargo capabilities. The impressive crane will replace the long‐serving stockbridge and significantly improve the port’s reliability and... Read More
  3. 18.04.2019
    18.04.2019
    by      In
    Resin flooring manufacturer Flowcrete Australia’s NSW team has moved to a larger facility in order to meet the growing demand for its products.
    Flowcrete, which started operating from the new premises in February, chose the site as it enabled the growing business to increase its stock levels and... Read More
  4. 18.04.2019
    18.04.2019
    by      In
    The Premier’s Sustainability Awards, Victoria’s leading sustainability awards program, are now open for entries, featuring a new category celebrating the outstanding contribution made by volunteers.
    Joining the program’s existing ten categories, the Environmental Volunteering category recognises... Read More