MooGoo ready to spread influence in Chinese market
GOLD Coast skincare company MooGoo has snared a Mandarin-speaking social media ‘influencer’ in an attempt to raise its profile in the lucrative Chinese market.
Sydney-born former cheerleader Amy Lyons will promote MooGoo’s product range to her 100,000-plus followers on Chinese social platforms WeChat and Weibo.
MooGoo founder Craig Jones said, while the brand has had success in the UK, New Zealand, and South Korean markets, China has been harder to crack.
“MooGoo has always been popular with Chinese Australians, but we haven’t actually been that prominent in China because it’s difficult to communicate what the brand is all about, which is healthy ingredients, no gimmicks and that we are down-to-earth,” he said,
Mr Jones said Ms Lyons was a “perfect fit for the brand”.
“She is natural and healthy, just like us.”
Ms Lyons is the only Australian to successfully position herself as a social media influencer (known as a Wang Hong) in the Chinese market, after she completed a commerce degree and decided to learn fluent Mandarin in 2012.
“I’ve had a strong focus on cementing myself as an Australian influencer in China, and MooGoo is exactly the kind of brand that I want to get behind — they have a great Australian presence and great natural products.
“When it comes to getting into the Chinese market it can be a real struggle for a lot of brands, and I personally think influencer marketing is the next big thing, especially in China. They have such a strong fan culture there.”
Mr Jones started MooGoo after developing a cream in his Gold Coast kitchen after searching for a natural product to help his mother with her psoriasis.