澳洲G&M中国官网

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https://www.news.com.au/finance/business/retail/the-5-products-behind-an-aussie-familys-fortune/news-story/1176828c809b0c65aa7bdad79a08b2a0?from=singlemessage

The $5 products behind an Aussie family’s fortune

澳大利亚家族企业财富背后的5澳元产品

A small product sold for $5 a pop is making one Aussie family a serious fortune thanks to one savvy marketing move.

一款售价5澳元的产品让一个澳大利亚家族赚得盆满钵满,究其根源在于其精明的营销策略。

When Zvonko Jordanov started his own tiny cosmetics company with just $10,000, he never imagined it would become a global smash hit.

当Zvonko Jordanov仅用1万澳元创办了自己小型化妆品公司时,他从未想过它会成为轰动全球、备受欢迎的化妆品公司。

The Sydney man, who arrived in Australia back in 1991 from Macedonia, launched G & M Cosmetics just five years later after first working in a small cosmetics factory for several years.

1991年,这位来自马其顿的悉尼男子来到澳大利亚,在一家小型化妆品工厂工作了几年,5年后他创办了G&M化妆品公司。

Named after his children, George and Maria, G & M Cosmetics started with just one production line and five products.

以他的两个孩子乔治(George)和玛丽亚(Maria)命名的G & M化妆品公司,最初只有一条生产线和五款产品。

But today that has expanded to 60 skincare products, with the company’s factory in Taren Point in Sydney now able to produce more than 150,000 units per day.

但如今,公司已经扩张到60款护肤品,公司位于悉尼Taren Point的工厂能够达到日产超15万件单品的规模。

Last financial year, the company turned over around $20 million after selling more than 10 million products worldwide.

去年,G&M化妆品公司在全球销售了超1千万件产品,营业额约2千万澳元。

And according to Mr Jordanov, much of that incredible success comes down to one savvy marketing move.

据Jordanov先生说,这种令人难以置信的成功很大程度上归功于一个精明的营销策略。

Years ago, he realised many other skincare products on the market tended to focus on brand names with only one or two ingredients labelled clearly.

多年前,他意识到市场上很多其他护肤品只注重品牌名称,产品标签上只清晰标注了一到两个成分。

Zvonko Jordanov founded G & M Cosmetics with just $10,000. Picture: SuppliedSource:Supplied  Zvonko Jordanov仅用1万澳元创立了G&M化妆品公司


So Mr Jordanov, who always used a slew of natural, Australian ingredients such as eucalyptus, lanolin, Emu oil, macadamia and Tea Tree oils and Kakadu plum, decided to make those ingredients front and centre on his packaging.

因此,一向使用大量天然澳大利亚成分的Jordanov先生决定把这些成分清晰地标注在产品包装上。这些成分包括桉树、羊毛脂、鸸鹋油、澳洲坚果油、茶树油和卡卡杜李。

Eventually, he noticed something interesting — they were a hit with the many Chinese students who were studying in Australia during the noughties who began stocking up on the Australian-themed gifts to give to their families back home.

后来,他发现一件非常有趣的事情——这些产品受到了许多澳大利亚留学的中国学生的欢迎,在21世纪的头十年,他们开始将其作为澳大利亚特色礼物,在归国时送给家人。

Those young people became “unofficial G & M ambassadors” as they flocked to the “practical and inexpensive” products, with most selling for $5 or under.

当那些年轻人蜂拥购买售价不超过5澳元“实用而物美价廉”的产品时,他们成为了“G&M非官方代言大使”。

Soon, they were being snapped up by Chinese people in Australia and re-sold in China — and as Mr Jordanov told news.com.au, those people became some of the country’s “first daigous”.

很快,G&M护肤品就被澳大利亚的中国人抢购一空,并在中国转售——正如Jordanov先生在澳大利亚新闻网(news.com.au)所说的那样,这些人成为了澳大利亚产品的“第一批代购”。

“We’ve been exporting directly to China for the last six or seven years and we have had a much bigger turnover,” he said.

他表示:“过去六七年,我们一直直接向中国出口,我们的营业额也得到了很大的提升。”

But he said there had been more than a few headaches along the way.

但他也表示,在这期间,他们遇到了不少困难和挫折。


But last financial year, it turned over $20 million. Picture: SuppliedSource:Supplied 去年,G&M化妆品公司营业额2千万澳元

“When we started to grow, of course there were problems with companies copying our products — in China there were big problems with companies making exact replicas of our products with the same name and everything,” he said.

他说:“当我们开始发展的时候,其中的难题之一就是有公司复制仿冒我们的产品——在中国,最大的难题就是有公司仿冒和我们一模一样的产品,包括名字、包装等一切内容。”

“Thousands and thousands of products were exported from China with our name and there was a similar problem here with some of the big names copying us.

“成千上万的产品用我们的名字从中国出口,同样也遇到了类似的问题,一些大品牌开始抄袭我们。”

“I never expected selling at that low price that someone would do that.”

“我从未想过我们的产品以如此低的价格销售,竟然还有人会来仿冒。”

But G & M Cosmetics persevered, and last year it was named as the most trusted Australian brand in China by a Monash University survey — beating other big names like Jurlique and Coles.

但是G&M化妆品公司坚持了下来,去年G&M被莫纳什大学的一项调查评为“中国最受信赖的澳产品牌”,打败了其他像茱莉蔻(Jurlique)、科尔斯(Coles)这样的大牌公司。

Mr Jordanov said in addition to the certified organic company’s trademark natural ingredients, the other main point of difference that made it a standout success was “value for money”, with consumers more likely to use products that are less than $5 much more “generously” than pricier options.

Jordanov先生表示,除了有机认证的天然成分外,因为消费者更加倾向于使用低于5澳元的产品,而不是价格更高的产品,因此“物有所值”是公司取得显著成功的另一关键所在。

But in the end, Mr Jordanov said his success came down to his decision to settle in the “best country” — Australia.

最终,Jordanov先生说他的成功归结于他决定定居在“国家”——澳大利亚。


Zvonko Jordanov named G & M Cosmetics after his two children, George and Maria. Picture: SuppliedSource:Supplied

Zvonko Jordanov以他的两个孩子George和Maria命名G&M化妆品公司

He said living in a “free” and “nice” country had allowed him to succeed.

G & M Cosmetics products are available from stores across Australia including Coles, Target, Big W and IGA as well as some pharmacies and health stores.

他说居住在一个“自由”、“友好”的国家让他获得了成功。G&M化妆品在澳大利亚各地的商店均有销售,包括Coles、Target、Big W和IGA以及一些药房和保健品商店。

— Continue the conversation@carey_alexis | alexis.carey@news.com.au