University of Southern California Dissertations and Theses

New daigou in progress

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New daigou in progress

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Content N e w D a i g o u i n P r o g r e s s
b y
M e n g h a n Z h u
A T h e s i s P r e s e n t e d t o t h e
F A C U L T Y O F T H E U S C
A N N E N B E R G S C H O O L F O R C O M M U N I C A T I O N A N D J O U R N A L I S M
U N I V E R S I T Y O F S O U T H E R N C A L I F O R N I A
I n P a r t i a l F u l f i l l m e n t o f t h e
R e q u i r e m e n t s f o r t h e D e g r e e
M A S T E R O F A R T S
( S P E C I A L I Z E D J O U R N A L I S M )
M a y 2 0 2 3
C o p y r i g h t 2 0 2 3 M e n g h a n Z h u
i i
T A B L E O F C O N T E N T S
A b s t r a c t . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
C h a p t e r O n e： N e w D a i g o u i n P r o g r e s s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
B i b l i o g r a p h y . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 2
1
A B S T R A C T
T h e a r t i c l e t e l l s t h e s t o r y o f a s p e c i a l k i n d o f t r a d e c a l l e d d a i g o u . A m i d s t t h e m a s s i v e v o l u m e s o f t r a d e
b e t w e e n C h i n a a n d t h e U n i t e d S t a t e s , t h i s k i n d o f a c t i v i t y m o s t l y g o e s u n n o t i c e d . I t f i r s t b e g a n w i t h
C h i n e s e s t u d e n t s s t u d y i n g i n t h e U n i t e d S t a t e s w h o w o u l d p u r c h a s e l u x u r y g o o d s f o r t h e i r f r i e n d s a n d
f a m i l y i n C h i n a . N o w , i t h a s e v o l v e d i n t o a n e w f o r m o f d a i g o u r e p r e s e n t e d b y B i n b i n W e n g , a f o r m e r
g r a d u a t e s t u d e n t a t t h e U n i v e r s i t y o f C h i c a g o , w h o p r o v i d e s f r e e h e a l t h a n d n u t r i t i o n a s s e s s m e n t s a n d
c o n s u l t a t i o n s t o C h i n a ' s m i d d l e c l a s s w h i l e a l s o a c t i n g a s a p u r c h a s i n g a g e n t f o r A m e r i c a n h e a l t h
p r o d u c t s .
2
C h a p t e r O n e： N e w D a i g o u i n P r o g r e s s
I n 2 0 1 3 , B i n b i n W e n g , w a s a 2 5 - y e a r - o l d M B A s t u d e n t a t t h e U n i v e r s i t y o f C h i c a g o B o o t h S c h o o l o f
B u s i n e s s . H e h a d j u s t f i n i s h e d h i s e x a m s a n d w a s p a c k i n g h i s l u g g a g e f o r a t r i p h o m e t o W e n z h o u 1 ,
C h i n a , w h e n h e g o t a c a l l f r o m h i s m o t h e r .
" C a n y o u b u y s o m e h e a l t h c a r e p r o d u c t s f o r y o u r f a t h e r i n t h e S t a t e s t o h e l p w i t h h i g h b l o o d s u g a r ? " h i s
m o t h e r a s k e d a n x i o u s l y . H i s f a t h e r , 5 2 , h a d b e e n d i a g n o s e d w i t h h i g h b l o o d s u g a r . A m e r i c a n h e a l t h c a r e
p r o d u c t s w e r e m o r e e f f e c t i v e , s h e t h o u g h t .
B u t w h e n W e n g s t e p p e d i n t o a n e a r b y C V S , h e w a s o v e r w h e l m e d b y t h e s h e e r q u a n t i t y o f o p t i o n s . A
s t o r e e m p l o y e e w a s o f l i t t l e h e l p , a n d W e n g w a l k e d o u t e m p t y h a n d e d . H e c a l l e d a f r i e n d w h o w a s a
n u t r i t i o n i s t i n S i l i c o n V a l l e y
2
. T h e n u t r i t i o n i s t c a l l e d W e n g ’ s f a t h e r a n d a s k e d h i m i n d e t a i l a b o u t h i s
p e r s o n a l s i t u a t i o n , h e a l t h p r o b l e m s a n d l i v i n g h a b i t s , t h e n g a v e h i m a d v i c e o n w h a t s u p p l e m e n t s t o
p u r c h a s e .
“ I t c o m p l e t e l y s o l v e d t h e p r o b l e m , ” r e c a l l s W e n g .
T o d a y , W e n g i s t h e C E O a n d f o u n d e r o f L e m o n B o x , a s t a r t u p w h i c h p l a n s t o g o p u b l i c . I t h a s a v a l u a t i o n
o f $ 3 6 0 m i l l i o n
3
t h a t s u p p l i e s c u s t o m e r s i n C h i n a w i t h p e r s o n a l i z e d h e a l t h r e c o m m e n d a t i o n s a n d
A m e r i c a n - m a d e h e a l t h c a r e p r o d u c t s . I t h a s 3 . 4 m i l l i o n c u s t o m e r s
4
, o f f i c e s i n S a n F r a n c i s c o , H o n g K o n g ,
S h a n g h a i a n d B e i j i n g
5
, a n d , i n 2 0 2 1 , i t h a d a G M V
6
o f $ 8 0 m i l l i o n
7
.
1 W e n z h o u , a p r e f e c t u r e - l e v e l c i t y i n s o u t h e a s t e r n Z h e j i a n g p r o v i n c e i n t h e P e o p l e ' s R e p u b l i c o f C h i n a .
2 S i l i c o n V a l l e y i s a r e g i o n i n N o r t h e r n C a l i f o r n i a t h a t s e r v e s a s a g l o b a l c e n t e r f o r h i g h t e c h n o l o g y a n d i n n o v a t i o n .
3 v a l u a t i o n i s b a s e d o n 8 0 m i l l i o n * 1 5 % * 3 0 ( P r i c e - t o e a r n r a t i o )
4 h t t p s : / / l e m o n b o x . c o m . c n / o u r s t o r y
5 h t t p s : / / l e m o n b o x . c o m . c n /
6 T h e a b b r e v i a t i o n G M V s t a n d s f o r G r o s s M e r c h a n d i s e V o l u m e , w h i c h r e f e r s t o t h e t o t a l a m o u n t o f g o o d s o r d e r e d i n a y e a r .
7 h t t p s : / / 1 4 b o l . d e s o b e d i e n c i a s o l a r . c o m / p o s t / 2 0 3 f 5 9 9 7 8 3 . h t m l
3
T h e e n t i r e b u s i n e s s , h e s a y s , s p r a n g o u t o f t h a t c o n f u s i o n h e f e l t n i n e y e a r s e a r l i e r . “ T h i s i s t h e o r i g i n a l
i n t e n t i o n a n d p r o t o t y p e o f L e m o n B o x , ” W e n g s a i d i n a n i n t e r v i e w . “ S t r i c t l y s p e a k i n g , m y p a r e n t s a r e t h e
f i r s t u s e r s o f L e m o n B o x . "
T h e r a p i d g r o w t h a n d l o f t y a m b i t i o n s o f L e m o n B o x i s a c t u a l l y t h e l a t e s t s t e p o f a b u s i n e s s m o d e l t h a t
w a s f o r g e d b y C h i n e s e s t u d e n t s o v e r t h e p a s t 1 5 y e a r s , m o r e o r l e s s b y a c c i d e n t .
K n o w n a s daigou , o r p u r c h a s i n g a g e n t , t h e m o d e l i s s i m p l e e n o u g h . P r o d u c t s t h a t a r e c h e a p e r i n o n e
m a r k e t a r e s h i p p e d t o a n o t h e r , w h e r e t h e y f e t c h a h i g h e r p r i c e . B u t t h e d i r e c t i o n o f t h i s p a r t i c u l a r
e x c h a n g e s t a n d s o u t a s a n o u t l i e r i n t h e v i b r a n t t r a d e b e t w e e n C h i n a a n d t h e U n i t e d S t a t e s .
I n 2 0 2 2 , a c c o r d i n g t o t h e U . S . D e p a r t m e n t o f C o m m e r c e , s o m e $ 6 9 0 b i l l i o n
8
i n g o o d s a n d s e r v i c e s
c r i s s c r o s s e d t h e o c e a n b e t w e e n t h e t w o c o u n t r i e s . B u t t h e b u l k o f t h a t w a s a c t u a l l y h e a d e d i n o n e
d i r e c t i o n : w e s t . A c c o r d i n g t o t h e G e n e r a l A d m i n i s t r a t i o n o f C u s t o m s o f t h e P e o p l e ' s R e p u b l i c o f C h i n a ,
C h i n a e x p o r t s n e a r l y t h r e e t i m e s a s m u c h t o t h e U . S . , i n t h e f o r m o f a u t o p a r t s , e l e c t r i c v e h i c l e s , s o l a r
p a n e l s , l a p t o p s a n d f u r n i t u r e , a s i t r e c e i v e s
9
. M o s t o f w h a t i t g e t s f r o m t h e U . S . a r e e l e c t r o m e c h a n i c a l
p r o d u c t s s u c h a s a g r i c u l t u r a l m a c h i n e r y a n d b u l k c o m m o d i t i e s l i k e s o y b e a n a n d t i m b e r
1 0
. B u t t h e d a i g o u
a l s o t r a d e s i n t h e o p p o s i t e d i r e c t i o n . P r o d u c t s m a d e i n A m e r i c a ( a n d i n t e n d e d f o r t h e A m e r i c a n c o n s u m e r )
g e t r e r o u t e d t o C h i n a , w h e r e a g r o w i n g m i d d l e c l a s s i s i n c r e a s i n g l y f o c u s e d o n h i g h e r - q u a l i t y p r o d u c t s
r a n g i n g f r o m f a s h i o n t o h e a l t h .
8 h t t p s : / / w w w . b l o o m b e r g . c o m / n e w s / a r t i c l e s / 2 0 2 3 - 0 2 - 0 7 / u s - c h i n a - t r a d e - c l i m b s - t o - r e c o r d - i n - 2 0 2 2 - d e s p i t e -
e f f o r t s - t o - s p l i t
9 T r a n s l a t e d f r o m t h e d a t a i n t h e f i f t h f o r m h t t p s : / / w w w . s o h u . c o m / a / 6 4 0 4 3 1 4 9 4 _ 1 2 1 3 3 2 5 3 2
1 0 T r a n s l a t e d f r o m t h e d a t a i n t h e f o u r t h f o r m h t t p s : / / w w w . s o h u . c o m / a / 6 4 0 4 3 1 4 9 4 _ 1 2 1 3 3 2 5 3 2
4
T h e r e i s n o e a s y w a y t o t r a c k t h i s t r a d e , a s m u c h o f i t h a p p e n s t h r o u g h u n o f f i c i a l c h a n n e l s , p a c k a g e d a n d
s h i p p e d b y i n d i v i d u a l s w h o s o m e t i m e s b u y t h e i r m e r c h a n d i s e o f f s t o r e s h e l v e s a t p l a c e s l i k e C o s t c o o r
o u t l e t m a l l s , p a c k a g e i t a n d s e n d i t b y p o s t t o w a i t i n g c u s t o m e r s i n C h i n a .
A d e c a d e a g o , J e n n i f e r Z h o n g
1 1
w a s a g r a d u a t e s t u d e n t i n p u b l i c r e l a t i o n s a t t h e U n i v e r s i t y o f S o u t h e r n
C a l i f o r n i a . B u t s h e h a d a n o t h e r i d e n t i t y a s a p o p u l a r d a i g o u . T h e g i g s t a r t e d , i n n o c e n t l y e n o u g h , w h e n
f r i e n d s b a c k h o m e , k n o w i n g t h a t B e i j i n g ’ s s t i f f t a r i f f s o n l u x u r y g o o d s m a d e f o r e i g n f a s h i o n b r a n d s m o r e
e x p e n s i v e , a s k e d h e r t o b r i n g b a c k s o m e i t e m s . “ I r e m e m b e r t h e f i r s t t i m e I p u r c h a s e d E s t é e L a u d e r
A d v a n c e d N i g h t R e p a i r S e r u m a n d m o r e t h a n t e n p a i r s o f U G G s n o w b o o t s f o r m y c l i e n t s , ” s h e s a i d . " I
a l s o l i k e s h o p p i n g a n d k n o w a l o t a b o u t l u x u r y g o o d s , s o I l i k e t o b u y t h i n g s f o r o t h e r s . "
B u t t h e a r b i t r a g e o p p o r t u n i t y w a s t o o g o o d t o p a s s u p . S e n s i n g t h e b u r g e o n i n g d e m a n d , s h e o p e n e d a n
o n l i n e s t o r e f r o n t o n T a o b a o , a C h i n e s e o n l i n e s h o p p i n g p l a t f o r m , a n d b e g a n p r o m o t i n g i t t h r o u g h
C h i n e s e s o c i a l m e d i a p l a t f o r m s s u c h a s W e C h a t a n d W e i b o .
T h e b u s i n e s s t o o k o f f , a n d k e e p i n g u p w i t h h e r s t u d i e s r e q u i r e d a b a l a n c i n g a c t . H e r s a l e s p i t c h w a s
s i m p l e : S h e w o u l d t r a v e l t o a c l o t h i n g s t o r e a n d t r y o n t h e m e r c h a n d i s e . A n a s s i s t a n t w o u l d l i v e s t r e a m
h e r e x c u r s i o n t h r o u g h a W e C h a t v i r t u a l c o n f e r e n c e s o h e r c l i e n t s w h o a r e i n C h i n a c o u l d a s k q u e s t i o n s
a b o u t t h e c l o t h e s , t h e m a t e r i a l , t h e s t i t c h i n g , t h e p r i c e . A s m a n y a s 1 0 0 a t a t i m e w o u l d b e o n a c a l l .
S h e w o u l d t h e n f i l l t h e o r d e r s w h i l e s h e w a s s t i l l i n t h e s t o r e , a n d m a i l t h e i t e m s t o h e r c u s t o m e r s i n
C h i n a . D u r i n g t h e b u s i e s t m o n t h s , s h e w o u l d g r o s s b e t w e e n $ 1 0 0 , 0 0 0 t o $ 1 5 0 , 0 0 0 , w i t h p r o f i t m a r g i n s
b e t w e e n 1 0 - 1 5 % .
1 1 I n t e r v i e w J e n n i f e r Z h o n g t h r o u g h W e c h a t , M a r c h 2 2 , 2 0 2 3 a n d M a r c h 2 9 2 0 2 3 .
5
T h o u g h Z h o n g ’ s b u s i n e s s , a t i t s h e i g h t , w a s b o o m i n g , s h e o n l y a c c o u n t e d f o r a s l i v e r o f t h e o v e r a l l
d a i g o u t r a d e . I n t h o s e y e a r s , C h i n e s e p u r c h a s i n g a g e n t s w e r e p o p p i n g u p a l l o v e r t h e U . S . , u s i n g o n l i n e
c o m m e r c e s i t e s l i k e T a o b a o t o f i n d c u s t o m e r s b a c k h o m e . I n 2 0 1 9 , S a m C a i a n d B e t t y Z h e n g
1 2
w e r e b o t h
s t u d e n t s a t U S C . C a i b o u g h t l i m i t e d e d i t i o n N i k e s n e a k e r s a n d s o l d t h e m o n l i n e t o c u s t o m e r s i n C h i n a ,
w h i l e Z h e n g p u r c h a s e d h a n d b a g s a n d j e w e l r y a n d s o l d t h e m t o C h i n e s e c u s t o m e r s t h r o u g h W e C h a t .
B e h i n d t h e r i s e w a s a n o t h e r b u r g e o n i n g i n t e r n a t i o n a l e x c h a n g e b e t w e e n t h e t w o n a t i o n s : s t u d e n t s .
S t u d e n t s f r o m C h i n a f i r s t b e g a n a r r i v i n g a t A m e r i c a n u n i v e r s i t i e s i n t h e l a t e 1 9 7 0 s , a f t e r t h e t w o c o u n t r i e s
e s t a b l i s h e d d i p l o m a t i c r e l a t i o n s . O v e r t h e n e x t f o u r d e c a d e s , w h a t s t a r t e d a s a t r i c k l e g r e w i n t o a t i d e o f
y o u n g , a m b i t i o u s C h i n e s e l a n d i n g o n A m e r i c a n c a m p u s e s . C h i n a h a s b e e n t h e l a r g e s t s o u r c e o f
i n t e r n a t i o n a l s t u d e n t s f o r t h e U n i t e d S t a t e s f o r 1 3 c o n s e c u t i v e y e a r s . A c c o r d i n g t o d a t a , t h e n u m b e r o f
m a i n l a n d C h i n e s e s t u d e n t s s t u d y i n g i n A m e r i c a 2 0 2 1 - 2 0 2 2 w a s 2 9 0 , 0 8 6
1 3
, a n i n c r e a s e o f 2 6 % c o m p a r e d
w i t h a d e c a d e p r i o r . T h a t w a s f a r m o r e t h a n t h e n e x t h i g h e s t n a t i o n , I n d i a , w h i c h h a s 1 9 9 , 1 8 2 s t u d e n t s i n
t h e U . S
1 4
.
U p o n a r r i v a l , s o m e o f t h o s e s t u d e n t s b e g a n t o n o t i c e o p p o r t u n i t i e s . T h o u g h m a n y A m e r i c a n s t o r e s h e l v e s
w e r e s t o c k e d w i t h p r o d u c t s m a d e i n C h i n a , A m e r i c a n c o n s u m e r s a l s o h a d a c c e s s t o c e r t a i n i t e m s t h a t
w e r e s c a r c e o r e x p e n s i v e h a l f a w o r l d a w a y . I t w a s a n o p p o r t u n i t y f o r a r b i t r a g e .
S i x y e a r s a g o , X i n L u
1 5
w a s a s t u d e n t a t R u t g e r s , t h e S t a t e U n i v e r s i t y o f N e w J e r s e y . W h e n s h e r e t u r n e d
h o m e d u r i n g a h o l i d a y , h e r r e l a t i v e s a n d f r i e n d s c o n t a c t e d h e r , h o p i n g s h e c o u l d h e l p t h e m p u r c h a s e
M i c h a e l K o r s a n d C o a c h b a g s . T h a t ’ s w h e n s h e s t a r t e d d o i n g b u s i n e s s a s a p u r c h a s i n g a g e n t . A t t h a t t i m e ,
1 2 h t t p s : / / w w w . g o o g l e . c o m / u r l ? q = h t t p s : / / w w w . u s c a n n e n b e r g m e d i a . c o m / 2 0 1 9 / 0 4 / 0 3 / s a y - h e l l o - t o - d a i g o u - t h e -
b o o m i n g - l a - t o - c h i n a - s h o p p i n g - p i p e l i n e - y o u - n e v e r - h e a r d -
o f / & s a = D & s o u r c e = d o c s & u s t = 1 6 8 1 0 8 6 6 7 1 1 8 8 3 6 9 & u s g = A O v V a w 0 d v E H x _ s g h 1 Z z V t U E i - I I e
1 3 h t t p s : / / o p e n d o o r s d a t a . o r g / f a c t _ s h e e t s / c h i n a /
1 4 h t t p s : / / o p e n d o o r s d a t a . o r g / f a c t _ s h e e t s / i n d i a /
1 5 I n t e r v i e w X i n L u t h r o u g h W e c h a t , M a r c h 1 1 , 2 0 2 3
6
t h e t w o b r a n d s o f b a g s w e r e h i g h l y s o u g h t a f t e r i n C h i n a , b u t t h e y w e r e r e l a t i v e l y c h e a p i n t h e U n i t e d
S t a t e s . I t m a d e f o r w i d e p r o f i t m a r g i n s .
" I n t h e p a s t , t h e r e w a s a s i g n i f i c a n t p r i c e d i f f e r e n c e b e t w e e n l u x u r y g o o d s i n C h i n a a n d t h e U n i t e d S t a t e s .
T h e y w e r e m u c h c h e a p e r i n t h e U n i t e d S t a t e s , " s h e s a i d : “ S o m e p e o p l e e v e n j o k e d t h a t t h e s e w e r e u s e d
b y A m e r i c a n h o u s e w i v e s w h e n t h e y w e n t g r o c e r y s h o p p i n g . ”
S h e e a r n e d $ 2 0 , 0 0 0 a y e a r b e c a u s e s h e w a s w i l l i n g t o s p e n d t i m e r e s e a r c h i n g t h e r e l a t i v e p r i c e s a n d p r o s
a n d c o n s o f e a c h b a g . S h e w o u l d g o t o t h e s t o r e t o t a k e p i c t u r e s , b u y b a g s , t h e n p a c k a g e t h e m , w e i g h
t h e m a n d d e l i v e r t h e m , w h i c h t o o k s e v e r a l h o u r s . A f t e r t h e s e b a g s w e r e s e n t o u t , s h e s t i l l c h e c k e d t h e m
e v e r y t w o d a y s t o s e e i f t h e y h a d a r r i v e d , w h e t h e r t h e y w o u l d b e s u b j e c t t o c u s t o m s d u t i e s , a n d w h e t h e r
t h e y w o u l d b e s a f e l y d e l i v e r e d t o h e r c l i e n t s .
L i k e m a n y a r b i t r a g e b u s i n e s s e s , t h e o p p o r t u n i t i e s a r e o f t e n f l e e t i n g .
C h i n a s o f t e n e d i t s t a r i f f r e g i m e f o r l u x u r y g o o d s i n 2 0 1 8 . C o a c h b a g s a n d M K b a g s t h a t o n c e c o s t t w i c e
a s m u c h i n S h a n g h a i a s t h e y d i d a t a n o u t l e t m a l l i n P a l m D e s e r t , C a l i f . , s u d d e n l y b e c a m e c h e a p e r . A l s o ,
i n 2 0 2 0 , C h i n a l a u n c h e d a n e w d u t y - f r e e s h o p p i n g p o l i c y f o r t r a v e l e r s t o H a i n a n . S i n c e t h e n , C h i n e s e
c o n s u m e r s c a n b u y A m e r i c a n l u x u r y g o o d s i n t h e s u b t r o p i c a l p r o v i n c e w i t h o u t a l l i m p o r t t a x ( c u s t o m s
d u t i e s , v a l u e - a d d e d t a x , c o n s u m p t i o n t a x )
1 6
. T h a t s a p p e d t h e m a r g i n s t h a t p u r c h a s i n g a g e n t s d e p e n d e d
u p o n . “ T h e r e a r e f e w e r a n d f e w e r p e o p l e l o o k i n g f o r p u r c h a s i n g a g e n t s t o b u y l u x u r y g o o d s , ” s a i d L u .
S h e a b a n d o n e d t h e b u s i n e s s i n 2 0 2 0 .
S t a y i n g P o w e r
1 6 T r a n s l a t e d f r o m h t t p : / / w w w . c h i n a t a x . g o v . c n / c h i n a t a x / n 3 5 9 / c 5 1 5 7 2 1 5 / c o n t e n t . h t m l
7
W e n g , t h e L e m o n B o x f o u n d e r , i s a w a r e o f t h e b o o m - a n d - b u s t c y c l e o f o t h e r d a i g o u b u s i n e s s e s . B u t h e
b e l i e v e s t h a t h i s b u s i n e s s i s b a s e d o n t r e n d s t h a t a r e m o r e d u r a b l e . A n d t h a t ’ s p a r t l y b e c a u s e h e i s n o t j u s t
s e l l i n g A m e r i c a n g o o d s . H e ’ s p a c k a g i n g i t t o g e t h e r w i t h a c o n c e p t : w e l l n e s s .
T h e k e y , n o t e s W e n g , i s t h e h i g h l e v e l o f i n d i v i d u a l i z e d s e r v i c e h e c a n o f f e r c u s t o m e r s , d e p e n d i n g o n
t h e i r n e e d s . L e m o n B o x d e v e l o p s a p r o g r a m t h a t “ e v a l u a t e s t h e c o n s u m e r ' s h e a l t h s t a t u s , t h e n t e l l s t h e m
w h a t t o e a t , w h a t n o t t o e a t , w h y t o e a t i t , a n d h o w t o e a t i t . W e a r e n o t j u s t p u r c h a s i n g p r o d u c t s , b u t a l s o
s h o w i n g o u r c a r e f o r o u r c l i e n t s ' h e a l t h , ” h e s a i d .
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1 7
, 2 4 , i s n o w w o r k i n g i n S h a n g h a i . R e c e n t l y , s h e b e g a n f e e l i n g e y e f a t i g u e a n d n o t i c e d h e r
s k i n w a s b e c o m i n g d u l l , r e d a n d d r y . S h e t r i e d t o f i n d t h e c a u s e a n d a g o o d s o l u t i o n o n s o c i a l m e d i a
p l a t f o r m s s u c h a s W e C h a t , T i k t o k a n d Y o u T u b e . T h a t ’ s w h e r e s h e s t u m b l e d a c r o s s L e m o n B o x .
T h e c o m p a n y o f f e r s a f r e e e v a l u a t i o n o f a p e r s o n ’ s n u t r i t i o n a n d h e a l t h s t a t u s a n d t h e n p r o v i d e s
n u t r i t i o n a l a d v i c e . " I t ' s e x a c t l y w h a t I n e e d ! " e x c l a i m e d G u a f t e r s h e d i d t h e o n l i n e e v a l u a t i o n .
A f t e r f i l l i n g i n h e r b a s i c p e r s o n a l i n f o r m a t i o n , t h e s y s t e m , w h i c h r u n s o n a n i n t e r n a l l y d e v e l o p e d a r t i f i c i a l
i n t e l l i g e n c e m o d e l , c o n d u c t s a d e t a i l e d i n q u i r y l i k e a d o c t o r . I t a s k e d G u q u e s t i o n s s u c h a s w h e t h e r s h e
h a s a c n e , w h e t h e r s h e f e e l s d r y o r s u f f e r s f r o m a l l e r g i e s , a n d w h e t h e r h e r e y e s o f t e n f e e l t i r e d , d r y ,
s w o l l e n o r i n f l a m e d . T h e s y s t e m t h e n a s k s a b o u t h e r d a i l y h a b i t s , s u c h a s h o w m u c h w a t e r s h e d r i n k s ,
h o w m a n y f r u i t s , v e g e t a b l e s , b e a n s , m i l k , a n d g r a i n s s h e e a t s p e r d a y . A f t e r a n s w e r i n g t h e s e q u e s t i o n s ,
t h e s y s t e m g e n e r a t e s a s c o r e . F o r G u , i t w a s a 7 5 , w h i c h m e a n s t h a t s h e h a s n o t r e a c h e d a n o r m a l l e v e l o f
h e a l t h a n d h a s h e a l t h i s s u e s . S h e t h e n r e c e i v e d p e r s o n a l i z e d r e c o m m e n d a t i o n s , i n c l u d i n g t h a t s h e t a k e
e v e n i n g p r i m r o s e d a i l y . I t e x p l a i n e d t h e r e a s o n i n d e t a i l : " Y o u a r e v e r y e m o t i o n a l b e f o r e m e n s t r u a t i o n .
T h e f a t t y a c i d s i n e v e n i n g p r i m r o s e c a n r e l i e v e p r e m e n s t r u a l d i s c o m f o r t i n w o m e n b y a f f e c t i n g s p e c i f i c
1 7 I n t e r v i e w A m b e r G u t h r o u g h W e c h a t , J a n u a r y 3 1 , 2 0 2 3 a n d M a r c h 1 2 , 2 0 2 3
8
c h o l e s t e r o l l e v e l s i n t h e b l o o d . Y o u r s k i n c o n d i t i o n i s n o t g o o d . E v e n i n g p r i m r o s e c a n b e u s e d t o i m p r o v e
d r y n e s s a n d t h i c k e n i n g o f t h e s k i n . " I t a l s o r e c o m m e n d e d o t h e r h e a l t h s u p p l e m e n t s , s u c h a s n i a c i n a m i d e
w h i t e n i n g t a b l e t s . S h e s p e n t R M B 9 7 8 ( a r o u n d $ 1 5 1 ) b u y i n g t h e m . A f t e r t a k i n g t h e m , t h e s y m p t o m s
w e r e g r e a t l y r e l i e v e d . N o w s h e c o n s u l t s L e m o n b o x f i r s t w h e n e v e r s h e h a s a p h y s i c a l p r o b l e m .
Z h o n g K u i
1 8
, c h i e f a n a l y s t o f B S R P r i v a t e E q u i t y i n C h i n a ， b e l i e v e s t h a t t h e t h r e e - y e a r p a n d e m i c h a s
m a d e C h i n e s e c o n s u m e r s a w a r e o f t h e i m p o r t a n c e o f p e r s o n a l h e a l t h . I t ’ s a s h i f t i n t h e i r m e n t a l i t y f r o m
b u y i n g l u x u r y g o o d s t o s h o w w h o i s r i c h e r t o b u y i n g h e a l t h p r o d u c t s t o c o m p e t e w i t h w h o i s y o u n g e r a n d
h e a l t h i e r , a n d w h o l i v e s l o n g e r . C h i n a ' s m i d d l e - c l a s s p o p u l a t i o n h a v e t h e d e s i r e a n d a b i l i t y t o b u y h i g h -
q u a l i t y A m e r i c a n h e a l t h p r o d u c t s e v e n i f t h e y a r e m o r e e x p e n s i v e t h a n t h e p r i c e o f C h i n e s e o n e s , h e s a i d .
H o w e v e r , t h e y d o n ' t k n o w w h a t n u t r i e n t s t h e i r b o d i e s l a c k o r h o w t o c h o o s e f r o m t h e w i d e r a n g e o f
A m e r i c a n h e a l t h p r o d u c t s . W e n g ' s f r e e A I n u t r i t i o n a s s e s s m e n t a n d s e r v i c e s y s t e m s o l v e t h e s e p r o b l e m s ，
w h i c h b u i l d s a b r i d g e b e t w e e n c o n s u m e r s a n d m a n u f a c t u r e r s .
I n t h e p a s t , C h i n e s e c o n s u m e r s w e r e a c c u s t o m e d t o r e l y i n g o n g o i n g t o t h e h o s p i t a l t o s e e d o c t o r s a n d
b u y i n g m e d i c i n e , i n c l u d i n g t r a d i t i o n a l C h i n e s e m e d i c i n e , a f t e r g e t t i n g s i c k . T h e y s e l d o m a n a l y z e a n d
a d d r e s s t h e c a u s e s o f t h e d i s e a s e , r e s u l t i n g i n g e t t i n g i l l o v e r a n d o v e r a g a i n . P r o f e s s o r Z h o n g N a n s h a n
1 9
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a f a m o u s m e d i c a l e x p e r t a n d a c a d e m i c o f t h e C h i n e s e A c a d e m y o f E n g i n e e r i n g , s a i d t h a t i l l n e s s i s a
r e m i n d e r t h a t y o u r l i f e s t y l e h a s p r o b l e m s a n d n e e d s t o b e a d j u s t e d . I f a p e r s o n d o e s n ' t c h a n g e h i s o r h e r
l i f e s t y l e , h e s a y s , t h e i l l n e s s w i l l n e v e r b e c u r e d . N o w , m o r e a n d m o r e C h i n e s e p e o p l e r e a l i z e t h a t w h i l e
t r e a t i n g p h y s i c a l p r o b l e m s , t h e y n e e d t o a d j u s t t h e c a u s e s o f t h e d i s e a s e , i n c l u d i n g l i f e s t y l e h a b i t s s u c h a s
d i e t a r y a n d n u t r i t i o n a l h a b i t s . T h i s i n c l u d e s s u p p l e m e n t i n g t h e b o d y w i t h m i s s i n g n u t r i e n t s , a n i m p o r t a n t
f a c t o r i n r e c o v e r i n g a n d p r e v e n t i n g d i s e a s e . T h e r e f o r e , h i g h - q u a l i t y A m e r i c a n h e a l t h p r o d u c t s t h a t c a n
p r o v i d e v a r i o u s n u t r i e n t s h a v e b e c o m e a g o o d c h o i c e f o r C h i n e s e c o n s u m e r s .
1 8 I n t e r v i e w Z h o n g K u i t h r o u g h W e c h a t , M a r c h 2 6 , 2 0 2 3
1 9 h t t p s : / / e n . w i k i p e d i a . o r g / w i k i / Z h o n g _ N a n s h a n
9
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i s a 5 2 - y e a r - o l d h i g h s c h o o l t e a c h e r i n N a n j i n g , C h i n a . I n r e c e n t y e a r s , s h e h a s b e e n
e x p e r i e n c i n g n e w h e a l t h p r o b l e m s ： H e r l e g s f e l t s o r e w h e n s h e s l e p t a t n i g h t a n d f o u n d t h a t h e r v i s i o n
w a s d e t e r i o r a t i n g , m a k i n g i t d i f f i c u l t f o r h e r t o s e e c l e a r l y . L o o k i n g f o r a n s w e r s , s h e o f t e n w a t c h e d
h e a l t h - r e l a t e d v i d e o s o n T i k T o k . O n e t i m e , s h e s a w a v i d e o b y J u l i e J i a n g ， a r e g i s t e r e d n u t r i t i o n i s t f r o m
L o s A n g e l e s . J i a n g i n t r o d u c e d B r y a n J o h n s o n
2 1
t o h i s a u d i e n c e . J o h n s o n , a 4 5 - y e a r - o l d S i l i c o n V a l l e y
b i l l i o n a i r e w h o c l a i m s t o h a v e m a d e h i s b o d y 5 . 1 y e a r s y o u n g e r t h r o u g h h i s B l u e p r i n t P l a n
2 2
. B a s e d o n
d a i l y t e s t s o f w e i g h t , b o d y f a t , b l o o d s u g a r , a n d h e a r t r a t e , h e a d j u s t e d h i s d i e t , i n c l u d i n g t a k i n g 3 3 t y p e s
o f s u p p l e m e n t s . T h e v i d e o a t t r a c t e d m a n y f a n s w h o l e f t c o m m e n t s a s k i n g h o w t o b u y t h e p r o d u c t s . S u n
a l s o s e n t a d i r e c t m e s s a g e t o J i a n g , h o p i n g t h a t s h e c o u l d h e l p h e r m a k e t h e p u r c h a s e . J i a n g c o n t a c t e d h e r
p e r s o n a l l y b u t d i d n o t i m m e d i a t e l y a g r e e t o h e l p h e r b u y t h e p r o d u c t s . I n s t e a d , s h e a s k e d a b o u t S u n ' s
h e a l t h s t a t u s i n d e t a i l a n d r e c o m m e n d e d s h e g o t o t h e h o s p i t a l t o c h e c k h e r v i t a m i n D l e v e l s . S u n g o t
h e r s e l f c h e c k e d a n d f o u n d t h a t s h e w a s l o w o n v i t a m i n D . J i a n g t h e n h e l p e d h e r b u y v i t a m i n D
s u p p l e m e n t s . A f t e r t a k i n g t h e m f o r h a l f a y e a r , S u n ' s l e g s o r e n e s s d i s a p p e a r e d .
T h i s i s a n o t h e r e x a m p l e o f t h i s n e w t y p e o f p u r c h a s i n g a g e n t . T h i s A m e r i c a n - c e r t i f i e d n u t r i t i o n c o a c h ,
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w a s b o r n i n t h e 1 9 7 0 s i n B e i j i n g , C h i n a a n d s t u d i e d a t C a l i f o r n i a S t a t e U n i v e r s i t y , L o s A n g e l e s .
H e r t a r g e t a u d i e n c e s a r e C h i n e s e w o m e n f r o m m i d d l e - c l a s s f a m i l i e s a g e d 5 0 - 6 0 w h o a r e s i m i l a r t o h e r
a g e . S h e h a s c r e a t e d a n d s h a r e d 4 4 0 s i m i l a r h e a l t h l i f e s t y l e v i d e o s o n T i k t o k . U n d e r e a c h v i d e o , t h e r e a r e
h u n d r e d s o f C h i n e s e c o n s u m e r s l e a v i n g m e s s a g e s s e e k i n g h e r h e l p w i t h p u r c h a s e s . S h e h a s e s t a b l i s h e d
s e v e r a l W e C h a t g r o u p s w h e r e s h e p r o v i d e s f r e e a n d d e t a i l e d g u i d a n c e b a s e d o n t h e h e a l t h a n d n u t r i t i o n
i s s u e s o f c o n s u m e r s a n d t h e n g i v e s a p l a n f o r w h i c h s u p p l e m e n t s t o t a k e . S h e a l r e a d y h a s 1 4 2 , 0 0 0
C h i n e s e c u s t o m e r s f o l l o w i n g h e r , a c c o r d i n g t o h e r T i k t o k a c c o u n t .
2 0 I n t e r v i e w M i n S u n t h r o u g h W e c h a t , M a r c h 1 1 , 2 0 2 3
2 1 h t t p s : / / e n . w i k i p e d i a . o r g / w i k i / B r y a n _ J o h n s o n _ ( e n t r e p r e n e u r )
2 2 h t t p s : / / b l u e p r i n t . b r y a n j o h n s o n . c o /
2 3 I n t e r v i e w J u l i e J i a n g t h r o u g h W e c h a t , M a r c h 2 , 2 0 2 3 a n d w e n t t o h e r h o m e t o i n t e r v i e w , M a r c h 1 6 . 2 0 2 3
1 0
W e n g ’ s t a r g e t c u s t o m e r s a r e y o u n g e r , u s u a l l y a b o u t 2 0 - 3 5 y e a r s o l d . B u t t h e b i g g e r d i f f e r e n c e i s t h a t h e
h a s i n f u s e d t h e e n t i r e b u s i n e s s w i t h t h e e t h o s o f S i l i c o n V a l l e y . H e p i t c h e d t h e i d e a o f p a i r i n g t h e u n m e t
w e l l n e s s n e e d s o f m i d d l e c l a s s C h i n e s e w i t h t h e s c a l e o f a r t i f i c i a l i n t e l l i g e n c e t o a n A - l i s t o f v e n t u r e
c a p i t a l i s t s . L e m o n B o x e m e r g e d f r o m t h e Y C o m b i n a t o r s t a r t u p a c c e l e r a t o r p r o g r a m , a n d h a s r a i s e d
f u n d i n g f r o m t h e l i k e s o f P a n d a C a p i t a l , Z h e n F u n d , S C R U M , a n d P a r t e c h . I t h a s c o m p l e t e d f o u r r o u n d s
o f f i n a n c i n g t o t a l i n g $ 1 0 m i l l i o n .
W e n g a s s e m b l e d a t e a m o f r e g i s t e r e d n u t r i t i o n i s t s t o h e l p h i m b u i l d a n A I s y s t e m t h a t w o u l d a l l o w h i m t o
d e l i v e r t a i l o r - m a d e r e m e d i e s a t s c a l e . B u t h e c h o s e t o g i v e t h e h i g h l y p e r s o n a l i z e d A I h e a l t h a s s e s s m e n t
a w a y f o r f r e e t o c l i e n t s . H i s c o r e b u s i n e s s , a c t u a l l y , i s b a s i c a l l y p r o v i d i n g p e r s o n a l i z e d s u b - h e a l t h
s o l u t i o n s f o r y o u n g C h i n e s e c o n s u m e r s . T h e n b a s e d o n t h e s e s o l u t i o n s , h e a c q u i r e s A m e r i c a n - m a d e
s u p p l e m e n t s a n d o t h e r h e a l t h p r o d u c t s a n d s h i p s t h e m t o h i s c u s t o m e r s i n C h i n a .
G e t t i n g t h i s f a r h a s n o t b e e n e a s y . S o m e c o r e m e m b e r s l e f t . D u e t o t h e p a n d e m i c , t h e r e i s a s i g n i f i c a n t
i n c r e a s e i n l o g i s t i c s c o s t s . B u t h e d o e s b e l i e v e h e h a s t a p p e d i n t o a m a r k e t t h a t i s t h i r s t y f o r p e r s o n a l i z e d
r e c o m m e n d a t i o n s . " Y o u n g C h i n e s e c o n s u m e r s a r e v e r y c o n c e r n e d a b o u t h e a l t h , b u t n o o n e t e l l s t h e m
h o w t o a c h i e v e i t . T h i s i s t h e c o r e c o n c e p t o f o u r b r a n d , ” s a i d W e n g .
H e a l s o b e l i e v e s t h a t i n o r d e r t o k e e p h i s c u s t o m e r s i n t e r e s t e d , h e w i l l n e e d t o a d d e v e n m o r e l a y e r s o f
p e r s o n a l i z a t i o n . H e p l a n s a p a r t n e r s h i p w i t h g e n e t i c t e s t i n g l a b s o n l i n e f i t n e s s a p p s t o b e t t e r u n d e r s t a n d
u s e r s ' p h y s i c a l c o n d i t i o n s .
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m a y b e p o t e n t i a l l e g a l r i s k s . F o r e x a m p l e , i f n u t r i t i o n a d v i c e a n d p r o d u c t s t h a t c o u l d h a v e q u a l i t y -
a s s u r a n c e i s s u e s o r b e m i s u s e d b y c u s t o m e r s c o u l d c a u s e h e a l t h i s s u e s a n d s e v e r e r e p u t a t i o n a l p i t f a l l s . I n
1 1
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p u b l i c . .
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B i b l i o g r a p h y：
B l o o m b e r g N e w s . “ U S - C h i n a T r a d e C l i m b s t o R e c o r d i n 2 0 2 2 D e s p i t e E f f o r t s t o S p l i t . ” B l o o m b e r g . c o m ,
7 F e b . 2 0 2 3 , h t t p s : / / w w w . b l o o m b e r g . c o m / n e w s / a r t i c l e s / 2 0 2 3 - 0 2 - 0 7 / u s - c h i n a - t r a d e - c l i m b s - t o - r e c o r d - i n -
2 0 2 2 - d e s p i t e - e f f o r t s - t o - s p l i t ? l e a d S o u r c e = u v e r i f y % 2 0 w a l l .
“ O u r S t o r y . " L e m o n B o x , L e m o n B o x I n c . , 2 0 2 1 , h t t p s : / / l e m o n b o x . c o m . c n / o u r s t o r y .
h t t p s : / / w w w . s o h u . c o m / a / 6 4 0 4 3 1 4 9 4 _ 1 2 1 3 3 2 5 3 2
h t t p s : / / o p e n d o o r s d a t a . o r g / f a c t _ s h e e t s / i n d i a /
h t t p : / / w w w . c h i n a t a x . g o v . c n / c h i n a t a x / n 3 5 9 / c 5 1 5 7 2 1 5 / c o n t e n t . h t m l
h t t p s : / / w w w . i n v e s t o p e d i a . c o m / t e r m s / l / l i s t e d . a s p
X i n y a n , Z h a n g . ( 2 0 1 9 , A p r i l 0 3 ) . S a y h e l l o t o d a i g o u : t h e b o o m i n g L A - t o - C h i n a s h o p p i n g p i p e l i n e y o u
n e v e r h e a r d o f . U S C A n n e n b e r g M e

Abstract (if available)

Abstract The article tells the story of a special kind of trade called daigou. Amidst the massive volumes of trade between China and the United States, this kind of activity mostly goes unnoticed. It first began with Chinese students studying in the United States who would purchase luxury goods for their friends and family in China. Now, it has evolved into a new form of daigou represented by Binbin Weng, a former graduate student at the University of Chicago, who provides free health and nutrition assessments and consultations to China's middle class while also acting as a purchasing agent for American health products.

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Asset Metadata

Creator Zhu, Menghan (author)

Core Title New daigou in progress

Contributor Electronically uploaded by the author (provenance)

School Annenberg School for Communication

Degree Master of Arts

Degree Program Journalism (Specialized Journalism)

Degree Conferral Date 2023-05

Publication Date 10/21/2024

Defense Date 04/21/2023

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag business reporting,new daigou,OAI-PMH Harvest

Format theses (aat)

Language English

Advisor Kahn, Gabriel (committee chair), Leitner , Tammy (committee member), Tolan , Sandy (committee member)

Creator Email 1219447859@qq.com,zhumengh@usc.edu

Unique identifier UC113077795

Identifier etd-ZhuMenghan-11692.pdf (filename)

Legacy Identifier etd-ZhuMenghan-11692

Document Type Thesis

Format theses (aat)

Rights Zhu, Menghan

Internet Media Type application/pdf

Type texts

Source 20230424-usctheses-batch-1029 (batch), University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given.

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA

Repository Email cisadmin@lib.usc.edu