Unmask the Chinese Visitor Market in Australia

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Let’s start with some figures about the Chinese tourist market in Australia:


Chinese tourists represent 37% of the entire international retail market in Australia. $1.4 billion was spent on shopping by Chinese tourists in 2016 and the figure is expected to quadruple over the next decade1. On average, 33% of their daily spend is attributed to shopping. The expenditure of Chinese visitors exceeds other markets significantly, which is nearly 2.5 times more than the second position American visitors2.


Unmask Chinese Visitors

The Brand Name Enthusiasts

Chinese millennials are most likely to become the audience for luxury brands, representing 31% of the Chinese population and eager to be seen as global citizens. Chinese Millennials are unique in that they all grew up under the one-child policy, often being referred to as little emperors/empresses. Status and niche luxury brands offering bespoke products differentiate the Chinese millennial.


Consequently, Chinese students have become a backbone group among name-brand enthusiasts. Businesses are now waking up to the buying power of Chinese students, who tend to shop as a recreational activity and are willing to drop large amounts of money on luxury products.



Unlike other Australians, who generally engage in a more subtle and lifestyle-driven consumption of luxury goods, Chinese visitors are more willing to spend big on designer items especially jewelry and watches.



Pharma-lovers and Daigous

As Chinese living standards rise and people become more conscious of their health, demand for Australian health products has grown rapidly. Distrust of Chinese health regulations and a view of Australia as having superior health and quality of life also help to fuel demand. As a result, Chinese consumers are 6 times more likely to associate Australia with health and nutrition than the US, Germany, Japan and South Korea3.


Australia currently holds 14.3% of the entire Chinese complementary medicines market which is estimated to grow by 10% every year until 20254.



The pharma-lovers would purchase plenty of vitamins, organic skin care, and fine food when they are traveling in Australia, such as plant extracts, baby formula, fish oil, grape seed oil, honey. Most of them would also purchase Australian goods from Daigous.


Daigou is a phrase translating to ‘buying on the behalf of,’ Daigous act as individual buying agents between China and Australia. Also known as the parcel market, Daigous use social platforms to trade goods back to China as a way of getting around import restrictions and high tariffs.


Daigou’s have the power to make or break demand for Australian brands through their endorsement. When Bellamy’s powdered milk tried to bypass the Daigou and go straight to Chinese consumers, their share price went into freefall.


The Bidders

Due to banking safety, exchange rates, lower market volatility and higher growth and rental yields, Australia become the second largest recipient of Chinese foreign investment. The Australian lifestyle, climate, and clean air are also key demand drivers.



In 2015, the number of billionaires in China surpassed that of the US for the first time. When coupled with Australia’s low dollar, this increasing wealth has resulted in China becoming the strongest international investor in Australian real estate. The contribution to the local property market totaled $31.9 billion in 20165.


Are you looking for an effective way to target the Chinese visitor market? Check out our exclusive media channel to target Chinese visitors. At ConnectX, our Chinese background team has years of experience in creating and implementing effective marketing campaigns that get real results in this lucrative and highly competitive area. Get in contact and book a free consultation with our bilingual consulting team.



[1] Business Insider, Deloittes Access Economics, Mar 2017.

[2] The Australian, Chinese spend up in Australian luxury market, 2016.

[3] Sinorbis, iResearch Report – Chinese consumers, 2017.

[4] Australian Governemnet, Austrade, Complementary Medicines Guide, 2017.

[5] The Sydney Morning Herald, Chinese buying Australian real estate tops foreign investment, report says, 2017.



Post Tag : Chinese tourists in Australia

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