Once upon a time, Australian provenance was all it took to sell products in China. With more and more options available, being “Made in Australia” is now just one part of a strong brand strategy.
To be successful in China today requires a deeper understanding of how consumers interpret the Australian brand and what it is you’re offering. Otherwise, you’ll likely just get lost in the crowd.
Historically, brand Australia leaned into a clean, green, healthy provenance. This was very important during China’s boom years between 2005 and 2020. Trust and confidence in domestic production was low. As one of China’s largest trading partners, Australian-made become synonymous with good-for-you, good-for-the-planet brands.
With the China-Australia Free Trade Agreement coming into effect in December 2015, interest in Australian products surged. A 2017 survey found 84% of Chinese consumers intended to purchase at least one Australian-made product in the following 12 months. Over 80% had already purchased an Australian product in the past year. This clearly demonstrated the strength of brand Australia in the minds of consumers at the time.
Today’s Chinese consumers still have a lot of these same interpretations and affinity. A full 94% of Shanghai residents surveyed recognised the Made in Australia logo. This matches the number of Australians who do. Further, 84% of the Shanghainese had a positive interpretation. While purchase rates of Australian goods slumped during the pandemic, hovering around 50% of respondents, we’ve seen a recent resurgence of Australian brand popularity. Leading this are brands in the health, wellness, and wine segments.
But the China of 2015 is not the China of today. Chinese consumers are now exposed to more brands than ever, many of which have similarly strong claims. Seafood out of Scandinavia competes on par with Tasmanian goods. South American beef rivals anything from Queensland. Even honey, once a centrepiece of Australian trade, now has competition.
In short, the market is more crowded than it’s ever been.
So, what can companies do to still capitalise on the Made in Australia brand?
First, diversify your brand story. Clean and green alone isn’t going to cut it anymore, especially when there are so many other countries of equal calibre. In essence, it’s a very easily ownable proposition. This provenance should still be part of your positioning. But you have to begin giving consumers more.
It all comes down to taking them on a journey. Origin stories always resonate well. Consider walking audiences through your unique, innovative production or sourcing processes. Testimonials, particularly from opinion leaders and your biggest Chinese fans, can go a long way in building trust. And don’t forget to reiterate why clean and green are important. We often assume consumers can tie these benefits back into their lives, but that may not always be the case. Use this educational opportunity to separate yourself from the pack.
Western Australia’s Geraldton Fisherman’s Cooperative, better known as Brolos, knew early on the importance of taking consumers on a journey. As a premium provider of responsibly sourced rock lobster, Brolos was an inherently clean and green brand. But they wanted to go further to tell their story. As a way to connect with Chinese consumers, they developed a campaign all around the freshest product. This included an advertisement featuring a Chinese couple picking their lobster out fresh from a boat, then walking along a pristine beach to the restaurant where it would be cooked. They complimented this with an activation where their lobsters would be delivered to China within 24 hours, in special packaging that locked in freshness.
Second, be transparent. While trust in brand Australia is high, one shouldn’t take this for granted. You still need to do the hard work of demonstrating why your particular brand is trustworthy. Being made in Australia is just your foot in the door.
There are many ways to demonstrate transparency, particularly with highly tech-savvy Chinese consumers. Some brands employ the use of QR codes, platforms, or apps that trace the entire history of a product’s production. A consumer can go to the grocery store, for example, and by simply scanning the back of a pack know every step from farm to shop. You could consider beefing up the Australian logo with other major certification regimes. More and more consumers also want granular details of lab results and ingredient sourcing, so make sure those are available.
The a2 Milk Company prides itself on pioneering the scientific understanding of the A2 protein type. Their goal is to educate consumers on the nutritional qualities of natural milk across a range of dairy products. When they wanted to develop a fortified children’s milk powder specifically for the China market, it was important for them to bring mums into the conversation early. As household “educators in chief,” a2 knew any positioning would need to ultimately cater to this segment. This approach has made them one of the top five players on the mainland.
Finally, demonstrate your longevity. Much of your competition are the new kids of the block. Don’t be afraid of reminding consumers about the long and storied history between China and Australia. That’s a major differentiator few brands have fully realised.
If your brand is part of the old guard, say so. This shows a level of provenance few will be able to replicate. Maybe you’ve been around a long time in Australia but are new to China. Find ways to link these histories together. For brands new to both Australia and China, don’t be discouraged. You can tap into the two decades of history brand Australia has while beginning to lay your own foundations.
A great example of a time-honoured Aussie brand seeing success in China is Tim Tams. One of the most iconic of Aussie brands, they knew a simple plug-and-play approach wouldn’t help them differentiate. Instead, they approached the market with a clean slate. Tim Tams explored a new name, packaging, and formulation to better align with Chinese consumer tastes. At the same time, they never lost sight of the longevity and provenance that features so prominently in their brand story.
Business leaders often say that what got you here won’t get you there. Australia has spent nearly 20 years building a trustworthy brand in the mind of Chinese consumers. But as the market evolves, so too must the positioning. Diversifying your brand story, being hyper-transparent, and demonstrating longevity will go a long way in ensuring Made in Australia will remain trusted for decades to come.