Xu brings two decades of sector expertise to the role, having previously served as COO at GMP Pharmaceuticals. His background in manufacturing, quality systems, and supply chain logistics serves as the foundation for the group’s 'Globalisation 2.0' strategy. While the company has successfully leveraged informal networks to move products into China, the new mandate focuses on establishing trust and brand recognition directly with consumers in Europe, North America, and beyond.
Daniel Xu shifts ACCESS Group from daigou roots to global brand power
The era of the daigou shopper, which turned Australian supplements into Chinese cart essentials, has hit a ceiling. ACCESS Group is now pivoting toward brand-driven growth, appointing industry veteran Daniel Xu as Group Vice President and CEO for Australia and New Zealand to lead this transition into international markets.
This evolution represents a departure from relying on the intermediary 'daigou' model, which historically acted as the primary bridge for Australian wellness exports. ACCESS Group, founded by Frank He, currently generates over US$700 million in annual sales. By positioning Australia as a central hub for innovation and supply chain management, the company aims to move away from opportunistic distribution toward a sustainable, integrated global operating model. The opening of new headquarters in Chatswood, Sydney, serves as the physical anchor for this expanded vision, signaling that the company is trading its informal distribution roots for a more formal, brand-centric future.
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