About Us

ChinaDirect Sourcing makes it possible for Western companies to deal directly with factories in China – while reducing the risks involved.

Our head office is located in Brisbane, Australia and we have an office in China, employing 10 team members.

Our Mission
To make you prosperous and globally competitive.

Our Values
ChinaDirect will act in a legal, ethical and transparent manner at all times for the benefit of its clients.

Social Objectives
To increase awareness of Chinese business and culture in Australia.

Brisbane, Australia Office

Lindy Chen BSc(AppMaths), BA(Ed)
ChinaDirect Founder & Managing Director

The founder and Managing Director of ChinaDirect Sourcing Pty. Ltd., and the founder of China’s international procurement system.

The author of the best-selling book “How to Import from China”, this book is used as an auxiliary textbook for international trade by Queensland University of Technology.

The author of the best-selling book “Doing business in Australia“.

Has assigned by The Queensland Government of Australia as the mentor for the founding and growth of 800 small businesses.

Lionel Thomas
B.I.T. (Info Mgmt), Dip.Sc. (Comp Sci)
CTO & Digital Growth Strategist

Lionel has played a pivotal role in transforming the business through technology and innovation over 15 years. Starting in a supporting capacity and growing into the role of CTO, he has led the digitisation of international procurement systems, streamlined IT infrastructure, developed performance-driven websites, and an analytical leads platform. Helping drive consistent growth and efficiency across all digital channels.

He has extensive experience managing complex IT systems, leading cross-functional teams, and aligning technology with business strategy. Lionel’s hands-on approach and problem-solving mindset have been instrumental in improving workflows, enhancing user experience, and supporting scalable growth.

Beyond his technical capabilities, Lionel has been deeply involved in marketing and growth initiatives, including Google Ads, SEO, and lead funnel optimisation. His holistic view of tech and marketing has helped bridge the gap between systems and customer acquisition.

Guiyang, Guizhou Province, China Office

Charmine Cheng BEc
China Operations Manager

Charmine brings a wealth of experience across diverse industries. Her professional journey reflects a strong entrepreneurial spirit and a deep understanding of cross-cultural business operations. Some of her key accomplishments include:

Founding and growing a successful translation and interpreting business, her ability to bridge language and cultural gaps has been instrumental in helping clients navigate international partnerships and communications with confidence.
Managing multiple Chinese companies, where she oversaw daily operations, and business strategy. Her leadership contributed to improved performance and sustainable growth.
Holding a Bachelor of Economics, providing her with a strong analytical foundation and strategic mindset. This academic background complements her practical experience, allowing her to make informed business decisions and contribute effectively to long-term planning and financial oversight.

Charmine’s adaptability, cultural fluency, and business acumen make her a valuable asset in any global business environment.

Our friendly China team in Guiyang, Guizhou Province

Business Awards for ChinaDirect Sourcing and Lindy Chen

Hong Kong Australia Business Association (HKABA)
Established in 1987 by the Hong Kong Trade Development Council to promote ties between Hong Kong SAR / China and Australia.

2018 Finalist – HKABA – QLD Chapter Business Awards
2014 Winner – HKABA – QLD Chapter Business Awards
2012 Winner – HKABA – QLD Chapter Business Awards

Women In Business

2018 Finalist – Innovation & Technology
2009 Finalist – Business Services
2008 Finalist – Business Services
2007 Finalist – Business Services

Asia-Pacific Stevie Awards
2015 Stevie Winner – Woman of the Year, Asia-Pacific Stevie Awards

Lindy Chen, Founder of Chinadirect Sourcing was named the winner of a Gold Stevie® Award in the Woman of the year category in the second annual Asia-Pacific Stevie Awards today.

The Asia-Pacific Stevie Awards are the only business awards program to recognize achievement in the workplace in all 22 nations of the Asia-Pacific region.

The Stevie Awards are widely considered to be the world’s premier business awards, conferring recognition for achievement in programs such as The International Business Awards for more than a decade.

Australian Small Business Champion Awards
the Australian Small Business Champion Awards started in 1999 and has become a prestigious program recognises small businesses.

2015 Finalist – Business Services
2013 Winner – Business Services
2013 Entrepreneur of the Year
2012 Finalist – Champion Award
2008 State Winner – Champion Award

My Business Awards 2014
In 2014, My Business put together a judging panel and a Gala dinner to celebrate business owners, especially for those businesses that go that extra mile.