Keeping Up with the Daigous: an Industry in Flux

Daigous are China’s personal shoppers who specialize in importing lower-priced luxury goods from the West. Four months after China enacted its first-ever e-commerce law to regulate daigou shoppers, the industry is definitely different, but not dead.

Daigous in Europe, for instance, many of whom are studying there at prestigious universities, are making the shift away from solely acting as buyers to functioning as personal shoppers who offer style advice to wealthy Chinese customers back home. To keep things discreet, many daigous have created invitation-only group chats on WeChat where they can live-stream their store visits, market their product offers, and post celebrity-endorsed content to help build demand among their customers.


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