AuMake is an Australian retail brand that services the daigou and Chinese tourist markets. To fund its ambitious expansion plans, the company sought to raise $6 million on the ASX. In so doing, it became the first daigou-focused brand to list in Australia. AuMake asked us to design their bilingual prospectus.
The prospectus (in English and simplified Mandarin) was designed to target two distinct audiences: institutional investors seeking to capitalise on the bilateral trade relationship between Australia and China, and the Chinese-Australian community, who had some relationship (guanxi) with AuMake.
Once the prospectus was finalised, we worked with AuMake and a PR partner to refresh the company’s brand, update its digital presence in Australia and China and kick-start a capital-raising campaign. This included a series of bilingual videos, a fund-raising event for the Chinese community in western Sydney and a series of infographics.
The IPO was heavily over-subscribed, with AuMake’s share price (initially eight cents) tripling on the first day of trading. A few days later, the price spiked at 73 cents before settling around the 30 cents mark. The company has subsequently opened a number of stores, including a flagship outlet on Sydney’s George Street. It recently became the exclusive retail partner of Chinese mega-cap JD.com in Australia and New Zealand.