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StrategY - Execution - Logistics

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YOUR CHINA TEAM

Chinaroad is a full service brand-building partner for premium food producers looking to establish and grow their brands for long term success in the Chinese market.  Our expertise lies in developing China go-to-market strategies, navigating the complex regulatory landscape, and providing on the ground day-to-day sales and marketing execution, supported by operational and logistics solutions.

We are proud to be official partners of leading Australian and New Zealand premium produce brands:  Moana, Vittoria Coffee, Lewis Road Creamery and Lion.

Visit our blog, On the Road, for more insight on China and stay up to date on our latest happenings.

 
 
 
 
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SMART ENTRY TO SUSTAINABLE SCALE

Most Australian and New Zealand packaged goods companies have failed in China, falling into the allure of the ‘money mirage’: lacking the patience to grow scale and equity, entering China with extensive up-front distribution agreements or opening an online store with one of the large local online platforms. In our experience, these are expensive to build and even more so to maintain against limited revenue from an unknown brand in China that sits on a platform with every other leading global brand. Even more heroically, companies often invest hundreds of thousands of dollars in developing a China team, opening a local office, developing new export processes and building additional production capacity assuming the scale and upward mobility of the Chinese consumer will mean inevitable success.

We recommend a measured approach for your China strategy, selling product as you build scale to ensure long-term success. Chinaroad can significantly de-risk your China strategy by implementing a low cost and agile ‘test and learn’ approach - leveraging our sales, marketing and logistics network across Australia and China. This will enable you to develop a clear understanding of the opportunity, build your brand’s resonance with the Chinese consumer, and allow you to adapt your product offering before you invest further.

Read more: the ‘Top 10 mistakes consumer goods companies make in China’

 
 
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Strategy, Execution, logistics 


Working with us your business will have:

Access to Daigou network:  No Australian or New Zealand company has built a successful brand in China without the ‘Daigou’ channel. By working with Chinaroad you will have exclusive access to our Chinese partner's managed Daigou network, and as a result our clients are able to tap into the power of the Daigou to benefit from a relatively low cost entry strategy and build and iterate their way to scale.

No China employment burden:  Through our exclusive partnership in China, you can leverage our sales, marketing, customer service and design team in China as well as our strategy and management team in Australia.

Access to superior supply chain:  Chinaroad has fully integrated into our Chinese partner's end-to-end cold supply chain ensuring quality control through freight and border processes and into consumer’s hands, thereby delivering a premium consumer experience with your brand, commanding you greater margin, and capturing value chain data.

Full in-market support as you scale. As we take you through our structured China Ready, China Pilot, and China Launch stages we’ll manage your business across multiple channels for long-term success.

 
 
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who we work with

 

 
 
 
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OUR TEAM

 
  Duncan Makeig  Co-Founder & Chief Executive Officer

Duncan Makeig
Co-Founder & Chief Executive Officer

  Tim Harrington  Co-Founder & Director

Tim Harrington
Co-Founder & Director

  James Hutchinson  Director

James Hutchinson
Director

  Tyler Ye  Director

Tyler Ye
Director

  Jenny Wang  Customer Service Manager Beijing

Jenny Wang
Customer Service Manager
Beijing

  Linda Lin  Content and Marketing Manager Shanghai

Linda Lin
Content and Marketing Manager
Shanghai

  Alfa Liu  Sales Manager Hangzhou

Alfa Liu
Sales Manager
Hangzhou

  Helen Wang  Designer Hangzhou

Helen Wang
Designer
Hangzhou

  Roy Sun  Logistics Manager Zhengzhou

Roy Sun
Logistics Manager
Zhengzhou

  Tony Niu  Accounts Manager Zhengzhou

Tony Niu
Accounts Manager
Zhengzhou

  Hawking Shang  Customs and CIQ Relationship Manager Zhengzhou

Hawking Shang
Customs and CIQ Relationship Manager
Zhengzhou

  Lynn Guo  Accounts Administration Zhengzhou

Lynn Guo
Accounts Administration
Zhengzhou

 
 
 
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Contact Us

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100 Harris Street
Pyrmont, NSW 2009

 

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