About ChinaDirect Sourcing
Twenty years on the ground.
Built to help Australian
builders source smarter.
ChinaDirect Sourcing was founded in 2005 by Lindy Chen with a clear purpose, to give Australian businesses a structured, managed, professional path to source directly from vetted manufacturers in China. Not a shortcut. A system.
Years Experience
Businesses Served
Saved in Procurement
Lindy Chen
Founder & Managing Director
Started in 2005.
Built differently from day one.
Lindy Chen founded ChinaDirect Sourcing in 2005 with AUD $2,000 and a PC at an internet café. The business was built on a simple but powerful idea, Australian companies should be able to source from China with the same confidence and control they expect from any professional procurement partner.
From the beginning, ChinaDirect operated differently. Full supplier transparency. No commissions taken from Chinese manufacturers. End-to-end managed process. Real people on the ground in both Australia and China.
Over 20 years, that approach has guided more than 1,000 Australian businesses, from small operators to publicly listed companies, through the complex world of cross-border procurement. Together, they have saved over $5 million in procurement costs.
Today, ChinaDirect Sourcing is sharply focused on builders, developers, and construction procurement decision-makers, the buyers where direct sourcing creates the most meaningful commercial advantage.
Not an agency.
A procurement leader.
Cross-Border Procurement Strategist
Over 20 years navigating Chinese manufacturing, supplier networks, trade fairs, and cross-border logistics for Australian clients.
Author
'Import from China: How to Make a Million and Not Get Burnt', used as a textbook at Queensland University of Technology.
Award-Winning Business Leader
Gold Stevie Award, Woman of the Year, Asia-Pacific (2015). Telstra Business Awards finalist, multiple years. HKABA QLD Awards winner.
QLD Government-Appointed Mentor
Appointed by the Queensland Government to mentor the growth of 800 small businesses.
Founder of Frethan Technology
Built Frethan as the digital layer behind structured cross-border procurement, winner of the 2024 BX Business xCellence Award for Trade Services.
2019 Telstra Business Awards Judge
Invited to judge the Telstra Business Awards, recognising outstanding Queensland businesses.
China Buying Trip Guide
Lindy leads and attends the China Buying Trips and VIP Tours personally. She is on the ground in China, not managing from a desk.
“We help Australian businesses see China not as a threat, but as their competitive advantage.”
Lindy Chen, Founder
The people behind the process.
Every sourcing project involves real people, on the ground in both Australia and China. Here's who you're working with.
Lindy Chen
Founder & Managing Director
BSc(AppMaths), BA(Ed)
Founder of ChinaDirect Sourcing and the architect of its international procurement system. Author of 'How to Import from China', used as a textbook at Queensland University of Technology. Appointed by the Queensland Government to mentor 800 small businesses. Gold Stevie Award winner, Woman of the Year, Asia-Pacific 2015.
Charmine Cheng
China Operations Manager
Guiyang, ChinaBEc
Charmine brings a wealth of experience across diverse industries, with a strong entrepreneurial spirit and deep understanding of cross-cultural business operations. She founded and grew a successful translation and interpreting business, managed multiple Chinese companies, and holds a Bachelor of Economics. Her cultural fluency and business acumen make her an invaluable asset managing CDS's China-side operations.
Our China team is based in Guiyang, Guizhou Province
A team of 10 embedded locally, handling supplier vetting, factory visits, quality inspections, and export coordination.
Factory floors, supplier showrooms, and the trips in between, this is what the work actually looks like.
Two countries.
One structured system.
ChinaDirect Sourcing operates across both Australia and China, so clients have professional support at every stage of the sourcing process.
🇦🇺 Australia
Brisbane, Australia
Client Management & Strategy
- Client briefing and project review
- Sourcing strategy and category planning
- Trip planning and itinerary coordination
- Client communication throughout
- Post-delivery support and reorder planning
- Canton Fair Information Sessions (Brisbane)
- Strategy calls and consultations
2B / 11 Donkin Street
West End, QLD 4101
Australia
🇨🇳 China
Guiyang, Guizhou Province
On-the-Ground Sourcing & QA
- Supplier identification and vetting
- Factory visits and production audits
- Translation and negotiation support
- Quality control and inspections
- Pre-shipment checks and documentation
- Export logistics and customs coordination
- 30,000+ supplier database access
Team of 10, fully embedded in Chinese manufacturing networks
↔ Fully coordinated across both operations
On the ground
Lindy on stage at the Foshan summit, October 2026
An award-winning
track record.
Gold Stevie Award
Woman of the Year, Asia-Pacific (2015)
International Business Awards, recognising outstanding women in Asia-Pacific business leadership.
Telstra Business Awards
Multiple-Time Finalist
Finalist across multiple years and categories for business excellence, innovation, and growth in Queensland.
HKABA QLD Awards
Winner
Hong Kong-Australia Business Association Queensland Awards for cross-border business achievement.
BX Business xCellence Award
Trade Services, 2024
Awarded to Frethan Technology for outstanding excellence in trade services and procurement technology.
QLD Government Mentor
Government-Appointed
Appointed by the Queensland Government to mentor 800 small businesses through growth and export challenges.
QUT Featured Author
University Curriculum
Lindy's book 'Import from China' adopted as a textbook at Queensland University of Technology.
On stage
Lindy Chen accepting the HKABA Import/Export Award
Associations & Affiliations
Full Award History
2015 Gold Winner, Woman of the Year
2018 Finalist · 2014 Winner · 2012 Winner
2015 Finalist · 2013 Winner (Business Services) · 2013 Entrepreneur of the Year · 2012 Finalist · 2008 State Winner
2012 QLD State Finalist
2010 Finalist, Commonwealth Bank Business Owner
2018 Finalist (Innovation & Technology) · 2009, 2008, 2007 Finalist
2013 Winner, Lord Mayor Multicultural Award
2014 Finalist (Women in Business, Best Business Leader, Best Employer)
2010, No. 81 Nationally
2011 QBR Member
2011 Finalist
2010 Winner, Ethnic Business
2014 & 2011 Business Owner of the Month
2007 Winner (Overall & Business Services) · Multiple finalist years 2008-2010
2009 National Finalist
2009 Finalist
2008 Finalist, Owner Manager of the Year
2009 QLD Finalist, MYOB Small Business Award & AMP Innovation Award
Featured Author, 'Import from China' adopted as university curriculum
Appointed to mentor 800 small businesses through growth and export challenges
AWARD-WINNING LEADERSHIP
Woman of the Year
Asia-Pacific Stevie Awards
Business Awards
HKABA QLD Chapter
Business Awards
HKABA QLD Chapter
Business Awards
HKABA QLD Chapter
Business Services
Australian Small Business Champion
Entrepreneur of the Year
Australian Small Business Champion
Multicultural Entrepreneur of the Year
Lord Mayor Multicultural Award
QLD State Finalist
Telstra Australian Business Awards
Commonwealth Bank Business Owner
Telstra Business Women's Award
QLD Finalist, MYOB Small Business Award & AMP Innovation Award
Telstra Business Awards
Women in Business
My Business Awards
No. 81 Nationally
BRW Fast Starters
QBR Member
Queensland 400 (Q400)
Young Entrepreneur
Brisbane Young Entrepreneur Awards
Ethnic Business
Marketing Communications Executives Awards
Business Owner of the Month
National College of Business
Overall & Business Services
Australian Home Based Business Awards
National Finalist
Ethnic Business Awards
Finalist
Business Achiever Awards
Owner Manager of the Year
AIM Management Excellence Awards
Featured Author, University Curriculum
Queensland University of Technology
Business Growth Mentor, 800 Businesses
Queensland Government
Innovation & Technology
Women In Business Awards
Trade Services
Frethan Technology
Woman of the Year
Asia-Pacific Stevie Awards
Business Awards
HKABA QLD Chapter
Business Awards
HKABA QLD Chapter
Business Awards
HKABA QLD Chapter
Business Services
Australian Small Business Champion
Entrepreneur of the Year
Australian Small Business Champion
Multicultural Entrepreneur of the Year
Lord Mayor Multicultural Award
QLD State Finalist
Telstra Australian Business Awards
Commonwealth Bank Business Owner
Telstra Business Women's Award
QLD Finalist, MYOB Small Business Award & AMP Innovation Award
Telstra Business Awards
Women in Business
My Business Awards
No. 81 Nationally
BRW Fast Starters
QBR Member
Queensland 400 (Q400)
Young Entrepreneur
Brisbane Young Entrepreneur Awards
Ethnic Business
Marketing Communications Executives Awards
Business Owner of the Month
National College of Business
Overall & Business Services
Australian Home Based Business Awards
National Finalist
Ethnic Business Awards
Finalist
Business Achiever Awards
Owner Manager of the Year
AIM Management Excellence Awards
Featured Author, University Curriculum
Queensland University of Technology
Business Growth Mentor, 800 Businesses
Queensland Government
Innovation & Technology
Women In Business Awards
Trade Services
Frethan Technology
ChinaDirect Sourcing.
Powered by Frethan.
Behind every structured sourcing engagement is Frethan, the technology platform Lindy Chen built to bring visibility, coordination, and accountability to cross-border procurement.
Where ChinaDirect Sourcing is the people and the process, Frethan is the digital layer. It tracks supplier pipelines, documents quality checks, centralises communication, and gives clients a single view of their sourcing project, from initial briefing through to delivery on site.
This combination of hands-on procurement expertise and structured technology is what separates CDS from traditional sourcing agents. Clients get the confidence of knowing exactly where things stand at every stage.
Frethan won the 2024 BX Business xCellence Award for Trade Services , recognising its role in transforming cross-border procurement for Australian businesses.
The Service
ChinaDirect Sourcing
The managed procurement partner. People, process, and relationships, from Brisbane to the factory floor in China.
The Technology
Frethan
The digital supply chain platform. Tracks every supplier, inspection, shipment, and document, giving clients complete visibility from day one.
Used exclusively for ChinaDirect Sourcing clients
On the ground
Frethan and ChinaDirect Sourcing, staffing the same booths clients see at trade fairs
Explore our services
Work With Us
Ready to work with us?
Start with a strategy call. We'll assess your sourcing requirements and tell you honestly whether a trip to China makes commercial sense for your project.
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