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Australian E-tailers targets Chinese Consumers

Update On :07 September 2016

Australian E-tailers targets Chinese Consumers

Australian brands that target Chinese consumers online are growing robustly. For health products brand Blackmores, 40% of sales come from Chinese consumers.With geographical proximity and strategies to put the Asia market as their first priority, Australian health food brands like Chemist Warehouse and Sigma Pharmaceuticals have become favored choices among China’s online consumers.

This Australian influx is having a noticeable impact on such dominant U.S. health-focused brands as GNC and Puritan’s Pride. Those U.S. brands often appear in top spots when Alibaba Group Holding Ltd. and Inc. post sales numbers, but Australian brands, like Blackmores, are emerging as powerful players and becoming the top brands in some health products categories for online shoppers.  

E-commerce offers a way for Australian brands looking to tap the growing Chinese middle class without heavy up-front investment. Blackmores entered China in 2012 and began to operate its virtual store on in the same year. The company also sells through other popular online shopping sites in China, including, No.1 in the Internet Retailer 2016 China 500, and

“Australia was ranked the fifth top-selling country on last year’s Singles’ Day sales on Tmall Global. 1,300 Australian brands sell on Tmall and Tmall Global combined, and 80% had entered China for the first time,” Maggie Zhou, Alibaba’s managing director for Australia and New Zealand tells Internet Retailer. Singles’ Day, a 24-hours sales event held Nov. 11, originated in China with Alibaba and has become the biggest online shopping day in the world. In 2015, sales hit $14.32 billion on online marketplaces operated by Alibaba.

Many Australian e-retailers, like Sigma Pharmaceuticals, enter China by launching Chinese-language versions of their e-commerce sites. The latest example is health products retailer Pharmacy 4 Less, which in November started to sell into China via its online division, Pharmacy 4 Less has more than 40 pharmacy stores in Australia.Pharmacy 4 Less also began selling into China through its second Chinese site,, this month, aiming to offer more products to meet growing demands from China.  

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