Australia China Business Development

China has become Australia’s largest market for total spend and visitor nights. As of March 2018, 1,403,600 Chinese visited Australia with total spending’s of $10.9 Billion in the twelve month period of 2017, a 13% increase from the previous year.

The NRA has recently partnered with AXCEN to help members benefit from their expert Chinese sales strategy and practices.

As entrepreneurs, AXCEN’s Yan and Paul Grieve have more than eighteen successful years in the Australia-China business environment, building unparalleled business foundations and realising stunning rewards.

“Our training enables crucial engagement skills and tools for Australian retailers to achieve the confidence to maximise sales to Chinese customers. Our China sales creation strategy and system and our sales commission partnership with retailers instigates distinctive China sales outcomes and growth.  “

AXCEN have established thriving Australia-China businesses, successful joint ventures and powerful partnerships. The Company has created thousands of jobs with real-world connections, life-long friendships, mutual understanding and shared goals.

“AXCEN, under Yan’s astute leadership, helped us design and implement a China strategy for a number of our centres throughout Australia. We couldn’t be happier with the results. Yan also provided China training to management and sales teams of some of the Australia’s top brands and retailers to help them engage better with Chinese shoppers and build lasting relationships with great return on investment. Yan has continued work with high-end brands to design and implement China strategies, within Westfield and beyond.”

“We found her edge in this field is her own experience as a successful entrepreneur in Australia-China business. Her knowledge is from life, not a text book. “ –  Scentre Group (Westfield Management Company)

AXCEN makes it easy to succeed in all China-Australia opportunities, specialising in education, tourism, retail and trade. Yan represents the best of both worlds, having Bachelor Degree of Economics from China’s leading Wuhan University and a MBA from Australia’s QUT, majoring in Entrepreneurship and Business Strategy. She has intimate knowledge of China and unrivalled connections across all sectors in China.

Yan is Australia Business and Friendship Ambassador for Pengzhou Chengdu City China, Australian Liaison for Hubei Provincial Department of Education, Working Partner for UnionPay International, Australian Liaison for China Tourism Association and Australian Representative for China Intelligent City Innovative Development Research Centre. Yan is also the Committee Member of Regional Development Australia, Brisbane, Chongqing Sister City Representative on Brisbane Lord Mayor’s Sister City Steering Committee and Chairwoman of Australian Vocational Education Association.

“My goal is to make sure Australian business is fully leveraging our strong relationships, geographical proximity and unparalleled reputation for service, quality and friendship,” Yan said.

For more information on AXCEN visit or contact the NRA at