AuMake shifts focus to Asian tourist market

AuMake has announced that it is shifting its target audience and intends to capture the attention of Asian tourists at its Australian outlets. The chairman of the traditionally daigou-focused retailer said on Wednesday that daigou will still be an important element of the company’s business going forward.

“Today the company’s primary customer is increasingly shifting to the Asian tourist, however daigou remain an important part of the Company’s strategy to promote Australian and New Zealand brands to the Chinese market,” AuMake executive chairman Keong Chan told shareholders on Wednesday.

While AuMake will still continue to service daigou, it will be increasingly transitioning offline traffic to its online platforms to “maximise efficiencies and profitability”.

Chan said that its stores in Sydney’s CBD have seen an influx of Asian tourists purchasing “less well-known and higher margin products relative to daigou”.

In April, AuMake acquired Broadway, a company which has relationships with travel agents in Asia.

“Our priority growth driver is centred on increasing the number of Asian tourists visiting our business, which we believe has very few limitations due to the strength of Broadway’s relationships with Asian travel agents,” said Chan.

AuMake announced on Monday that its founding directors Lyn Zheng and Gang Xu are retiring, with former Swisse Wellness and Treasury Wine director Oliver Horn and Asian tourism professional Jacky Yang joining the board.

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