Daigous have been transforming the way they do business. 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. 

“轻奢 (Affordable luxury) brands like Sandro and Self-Portrait have been selling like hotcakes the last two years because they offer good value for the money,” she said. While marketing products to her customers, she often uses “欧美网红款” (“Western influencer favorite”) as a keyword. She told Jing Daily “Chinese women will save up to buy ultra-luxury bags, but they are willing to spend much less on clothes.” Chic styles, a strong influencer endorsement, and a premium-yet-not-over-the-top price point are all key elements for sales success, she added.

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