A comprehensive presentation on the seafood market in China. As disposable income increases, many Chinese consumers turn to seafood as their favored protein source. Chinese love to consume a diverse amount of seafood including domestic and imported goods, ranging from eel to salmon, to sea cucumbers.
Although Vietnam’s retail store is dominant by the general trade stores and local market, the landscape is changing with more variety of modern trade chain.
This report was made in order to share the trend of modern trade by comparing the number of major stores in Vietnam by categories.
The store counting is as of April, 2021.
Many foreign fashion brand comes in to Vietnam recently but Vietnam has had a number of domestic apparel chains. We made research to understand its recognition and image differences
Vietnam's rapid urbanization has opened the opportunity for CVS and Minimarket/Food Store to thrive.
The CV-19 pandemic has proved the potential of this retail format.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data (GSO)
Vietnam consumer price index data (GSO)
Vietnam core inflation data (GSO)
Vietnam import amount data from (GSO)
Vietnam export amount data from (GSO)
Number of newly registered company data (National Business Registration Portal)
Vietnam unemployment ratio data (GSO)
Vietnam car sales trend data (VAMA)
Vietnam motorbike sales trend (VAMM)
International visitors to Vietnam data (GSO)
This report was updated in September 2021
Although Vietnam’s retail store is dominant by the general trade stores and local market, the landscape is changing with more variety of modern trade chain.
This report was made in order to share the trend of modern trade by comparing the number of major stores in Vietnam by categories.
The store counting is as of April, 2021.
Many foreign fashion brand comes in to Vietnam recently but Vietnam has had a number of domestic apparel chains. We made research to understand its recognition and image differences
Vietnam's rapid urbanization has opened the opportunity for CVS and Minimarket/Food Store to thrive.
The CV-19 pandemic has proved the potential of this retail format.
This is the consolidated report summarizing the public information as to Vietnam economy. The report is the summary of
Vietnam retail sales data (GSO)
Vietnam consumer price index data (GSO)
Vietnam core inflation data (GSO)
Vietnam import amount data from (GSO)
Vietnam export amount data from (GSO)
Number of newly registered company data (National Business Registration Portal)
Vietnam unemployment ratio data (GSO)
Vietnam car sales trend data (VAMA)
Vietnam motorbike sales trend (VAMM)
International visitors to Vietnam data (GSO)
This report was updated in September 2021
Vietnamese came to have more time at home during the lockdown period. Their time to go outside for shopping, entertainment, chatting has been replaced by the home activities.
This survey was made in order to understand how their leisure time is used during Covid and particularly pay attention to the usage change of social media.
The survey was held in September 2021.
cosmetic product ownership among vietnamesesatanheart
Vietnam cosmetic market is on the rise, as female paid more attention to their appearance and invest in more on the beauty products
This report was summarized in order to analyze the popular products that they use from a variety of profile behaviors
This survey was conducted among 16-40 female in HCM and Hanoi for the sample size to 200. The report was created in Jan-2023
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
Digital 2023 Vietnam (February 2023) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Vietnam in 2023. Includes the latest reported numbers for internet users, social media users, and mobile connections in Vietnam, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Vietnamese attentions‘ to the environmental issues get higher as there are many issues that affect their daily lives.
This survey was made with the intention to understand Vietnamese concerns over the environmental issues, and their actions for the protections.
The survey was conducted among 792 Vietnamese from 18-49 nation-wide.
With the rise of the Internet, online travel agencies has been one of the most dramatic examples of the digital transformation.
This survey was made in order to better understand the online booking behaviors of Vietnamese people.
This survey was conducted among 319 respondents who use online for booking hotels, transportation or package for travelling.
The survey was conducted in June 2021.
Since smartphone is booming in Vietnam, mobile apps have playing an important role in their lifestyle. It also becomes a latest trend of information source. Let's discover mobile apps market in Vietnam with Q&Me.
”Stay Home” due to Covid-19 has changed the behaviors of Vietnamese in a various manner, and personal care / beauty care is one of the major ones.
Now that people go out less, and meet less people, their behaviors and attention in these segment must have changed.
This survey was conducted in order to size what changes has occurred to the category of take bath, hair wash, and beauty care, including the reasons of the changes
This survey was conducted among male and female of 863 samples in September, 2021.
Vietnam Plastics Packaging Market 2021 Preview wrapped up key information about the market including market size and segmentation (Vietnam flexible packaging and rigid packaging), competition dynamics by segmentation, and multi-layered flexible packaging competition landscape.
Are Vietnamese satisfied with their life and country? Which part do they prefer and what is their self-image? The survey revealed the effects of income and living location
Smartphone is on everyone’s hand and Vietnamese spend hours playing with it. We made the research as to what apps are indispensable for those who live in urban area of Vietnam.
Through this case, my group and I had to create a target market, position the product, create a marketing strategy, and create a roll out schedule for a new drug that was to come on the market "Metabical."
Digital 2022 Vietnam (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Vietnam in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Vietnam, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
The ready-to-eat market in China by Daxue consulting Daxue Consulting
Who are the main consumers of China's ready-to-eat market? What are the leading brands in this market? What's Chinese people's feedback about instant food? A comprehensive presentation on the ready-to-eat market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
What's Chinese people's feedback about VDS (vitamin and dietary supplement) products in China? How well do international VDS brands fare on Chin's VDS market? Do Chinese consumers buy VDS products online or offline? A comprehensive presentation on the VDS market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
Vietnamese came to have more time at home during the lockdown period. Their time to go outside for shopping, entertainment, chatting has been replaced by the home activities.
This survey was made in order to understand how their leisure time is used during Covid and particularly pay attention to the usage change of social media.
The survey was held in September 2021.
cosmetic product ownership among vietnamesesatanheart
Vietnam cosmetic market is on the rise, as female paid more attention to their appearance and invest in more on the beauty products
This report was summarized in order to analyze the popular products that they use from a variety of profile behaviors
This survey was conducted among 16-40 female in HCM and Hanoi for the sample size to 200. The report was created in Jan-2023
5 XU HƯỚNG NGƯỜI TIÊU DÙNG CẦN...
1. Sự khác nhau giữa các vùng miền
2. Người tiêu dùng thích sản phẩmmới, nhưng họ khá dè chừng với những sản phẩm này
3. Digital như một phần tất yếu
4. Sự bùng nổ của Ecommerce
5. Sự bền vững, an toàn và thân thiện của sản phẩm
Digital 2023 Vietnam (February 2023) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Vietnam in 2023. Includes the latest reported numbers for internet users, social media users, and mobile connections in Vietnam, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
Vietnamese attentions‘ to the environmental issues get higher as there are many issues that affect their daily lives.
This survey was made with the intention to understand Vietnamese concerns over the environmental issues, and their actions for the protections.
The survey was conducted among 792 Vietnamese from 18-49 nation-wide.
With the rise of the Internet, online travel agencies has been one of the most dramatic examples of the digital transformation.
This survey was made in order to better understand the online booking behaviors of Vietnamese people.
This survey was conducted among 319 respondents who use online for booking hotels, transportation or package for travelling.
The survey was conducted in June 2021.
Since smartphone is booming in Vietnam, mobile apps have playing an important role in their lifestyle. It also becomes a latest trend of information source. Let's discover mobile apps market in Vietnam with Q&Me.
”Stay Home” due to Covid-19 has changed the behaviors of Vietnamese in a various manner, and personal care / beauty care is one of the major ones.
Now that people go out less, and meet less people, their behaviors and attention in these segment must have changed.
This survey was conducted in order to size what changes has occurred to the category of take bath, hair wash, and beauty care, including the reasons of the changes
This survey was conducted among male and female of 863 samples in September, 2021.
Vietnam Plastics Packaging Market 2021 Preview wrapped up key information about the market including market size and segmentation (Vietnam flexible packaging and rigid packaging), competition dynamics by segmentation, and multi-layered flexible packaging competition landscape.
Are Vietnamese satisfied with their life and country? Which part do they prefer and what is their self-image? The survey revealed the effects of income and living location
Smartphone is on everyone’s hand and Vietnamese spend hours playing with it. We made the research as to what apps are indispensable for those who live in urban area of Vietnam.
Through this case, my group and I had to create a target market, position the product, create a marketing strategy, and create a roll out schedule for a new drug that was to come on the market "Metabical."
Digital 2022 Vietnam (February 2022) v01DataReportal
All the data, statistics, and trends you need to make sense of digital in Vietnam in 2022. Includes the latest reported numbers for internet users, social media users, and mobile connections in Vietnam, as well as key indicators of ecommerce use. For more reports, including the latest global trends and individual data for more than 230 countries around the world, visit https://datareportal.com/
The ready-to-eat market in China by Daxue consulting Daxue Consulting
Who are the main consumers of China's ready-to-eat market? What are the leading brands in this market? What's Chinese people's feedback about instant food? A comprehensive presentation on the ready-to-eat market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
What's Chinese people's feedback about VDS (vitamin and dietary supplement) products in China? How well do international VDS brands fare on Chin's VDS market? Do Chinese consumers buy VDS products online or offline? A comprehensive presentation on the VDS market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
What's Chinese people's feedback about VDS (vitamin and dietary supplement) products in China? How well do international VDS brands fare on Chin's VDS market? Do Chinese consumers buy VDS products online or offline? A comprehensive presentation on the VDS market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
Global Seafood Industry Trends & Market Statistics Steve Blade
According to Goldstein Research, global seafood market is expected to reach USD 150 billion by 2024, growing at a CAGR of 4.3% over the forecast period 2016-2024. High nutritional values of seafood are increasing the demand for seafood across the globe which is thus propelling the global seafood industry growth. Global seafood market segmentation has been done on the basis of type of seafood, product type, distribution channel and geography.
China’s aquaculture crop maintained steady growth during 2007-2012, with that of Seawater Aquaculture products and freshwater aquaculture products recording a CAGR of about 4.7% and 6.1%, respectively. In 2013, China’s aquaculture crop saw a year on year rise of 5.9% and reached 45.4168 million tons. The middle and high-end products like abalone, sea cucumber, white shrimp and tilapia developed rapidly, wherein the crop of abalone and sea cucumber achieved a CAGR of above 10% each over the past five years. With advancement of aquaculture technologies and improvement of people’s consumption level, it is expected that China’s aquaculture area and crop will keep a rapid growth rate during 2014-2017.
The healthy snacks market in China by Daxue consultingDaxue Consulting
The demand for healthy snacks is sharply increasing in China. What kinds of snacks are healthy? What are Chinese consumers' opinions about healthy snacks? Who are the leading brands in this market? Daxue consulting is offering a presentation highlights the key findings in China's healthy snacks market.
Bottled water is a sustainable and healthy substitute to carbonated soft drinks which consists of sugar, calories and artificial flavors and colors. Bottled water is better than tap water, and provides necessary taste and health benefits.
The global market for ornamental fish is expected to grow from $ 10,037.3 million in 2021 to $ 13,559.4 million in 2026. The market is expected to grow at a CAGR of 6.2% over the forecast period (2021-2026). Some of the market's key participants are Haojin, Jiahe, Liuji, Wanjin. This report intends to identify significant growth areas and to explore relevant market strategies. This in-depth analysis delves into the global market for ornamental fish. The primary goal of this research is to examine the potential growth areas, significant trends, and the market's impact on the industry. The report also reviews the adoption of ornamental fish in both established and emerging markets.
China's spirits market is rapidly developing. What kinds of spirits are popular in China? What are Chinese consumers' opinions about spirits? Who are the leading brands in this market? Daxue consulting is offering a presentation highlights the key findings in China's spirits market.
The prenatal care market in China by Daxue consultingDaxue Consulting
What are the main products of the prenatal care market in China? How well do international brands fare on Chin's prenatal market? Do Chinese pregnant women use any special products? A comprehensive presentation on the prenatal care market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting in China.
Em meio à pandemia da Covid-19, que atingiu o mercado turístico em todo o mundo, a Estância Turística de Olímpia volta ao cenário de destaque com a notícia de que dois parques aquáticos do município se mantiveram entre os 10 mais visitados da América Latina, considerando os dados de visitação de 2019.
O levantamento é do relatório Theme Index 2019, elaborado anualmente pela Themed Entertainment Association (TEA/AECOM) com o ranqueamento de atrações de entretenimento em todo o mundo. O ranking atual foi divulgado nessa quarta-feira, dia 15 de julho.
Segundo o relatório, o Thermas dos Laranjais, que é contemplado no ranqueamento desde 2013, se manteve no TOP 5, sendo classificado como o 5º mais visitado do mundo, com 1.845.000 visitantes. O parque permanece ainda, por mais um ano, como o 1º do Brasil e da América Latina.
According to Business Intelligence Insights “Global Rigid Plastic Packaging Market is expected to grow from USD 195.8 billion in 2021 to USD 278.4 billion by 2030, at a CAGR of 4.5% during the forecast period 2022-2030
The condiment and sauce market in China by Daxue consultingDaxue Consulting
Condiment and sauce are integral to every Chinese citizen. What are Chinese consumers' opinions about condiment and sauces? Who are the leading players in this market? A comprehensive report on the condiment & sauce market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting.
Similar to The seafood market in China by Daxue consulting (20)
ASEAN and China have a strong business relationship. China is ASEAN’s biggest trading partner, while ASEAN is China’s third-largest trading partner. Major exports include machinery, electronics, and chemical products from China and agricultural products, mineral products, and machinery from ASEAN. The countries are also collaborating in the infrastructure, digital economy, energy, and tourism sectors.
In this report, you will find:
- An overview of China-ASEAN trade relations
- The shift of the supply chain from China to ASEAN
- Where in Southeast Asia are Chinese investing
- Case studies of Chinese companies in Southeast Asia
- Potential business developments
10 common mistakes Chinese companies make when going abroadDaxue Consulting
As the country’s homegrown brands increase in quality and capabilities, more Chinese brands are expanding overseas. However just like when foreign brands enter China, many Chinese brands make mistakes in localizing to foreign markets. In this report on 10 Mistakes Chinese Brands Make when Going Overseas, we highlight some common errors with case studies.
Why is now a good time for Chinese brands to expand overseas?
* The Chinese economy has entered a new era of high-quality development, meaning Chinese products are more competitive than ever.
* Chinese brands can increase revenue sources.
* Chinese brands can “put their eggs in more baskets” by investing in more than just one country’s market.
* Chinese brands can leverage the country’s advantages, such as manufacturing and supply chain.
* Enjoy government support for overseas business under the dual circulation development policy.
Some of common Chinese brand’s overseas expansion mistakes mentioned in our report
* Not using the correct or sufficient distribution channels
* Not valuing consumers’ personal data privacy
* Poor or slow customer service
* Plagiarism and copy catting, leading to lack of originality in design
* Not understanding local culture and values, which results into falling into traps like stereotyping and cultural appropriation
* Lack of localization in terms of branding, product offering and international property collaborations
500for500 Most Innovative MNC Award by daxue consulting and AYODaxue Consulting
AYO Innovation Consulting surveyed 511 startups on what MNCs are the most innovative in China. Daxue Consulting helped analyze the results to uncover the 45 most innovative MNCs along with many other insights regarding collaboration between MNCs and startups in China. The results were shared at the AYO 500for500 Innovation Awards event on November 30th 2022.
Along with the announcement of the most innovative MNCs in China by industry, the report includes insights relevant to MNCs hoping work with local startups to improve their innovation.
Highlights from the report on MNC innovation in China
- According to Chinese startups, the most valued aspect of MNC clients is their brand, second is their budget.
- The biggest driver for Chinese startups to collaborate with MNCs is to build an impressive portfolio.
- The biggest barriers Chinese startups face when collaborating with MNCs are related to their bureaucracy. 77% of startups say that MNCs have too many procedures.
- The industries which startups have the highest hopes for increasing MNC innovation in China are Pharmaceutical and Transportation.
- 73% of startups expect MNCs to launch new products
- The most popular MNCs rated by Chinese startups for collaboration are Sanofi, L’Oreal, Huawei, BMW and AstraZeneca.
Double 11 is the world’s largest e-commerce shopping festival. Created in 2009 by Chinese e-commerce giant Alibaba to celebrate “Singles’ Day” in China, it was soon adopted by all major Chinese e-commerce platforms to become the massive event it is today. Starting late October with pre-sales, the peak of the sales festival is November 11th, offering massive discounts for all sorts of product categories, allowing many businesses to make a significant portion of their annual turnover in just a few days. In the ever-more competitive Chinese market, brands have tapped into omnichannel marketing campaigns as well as livestreaming to increase sales.
In this Double 11 2022 Guide, you will be the first to see trends and opportunities for brands for this year’s festival as well as gain insights into marketing strategies brands leverage to maximize profits during the most important period of the year for online sales in China.
Download the Double 11 2022 Guide to learn:
- What’s new on this year’s Double 11’s agenda
- The new trends to look out for in this year’s Double 11
- What are the emerging opportunities for brands to leverage this year
- What tools are there for brands to leverage to launch their products on Double 11
- From KOL marketing to livestreaming: how brands advertise their products during the Double 11
Key stats on China’s Singles’ Day 2022:
- According to a survey by PL Daren, almost 32% of brands surveyed declared they will launch promotional campaigns on Taobao and Tmall, the leading e-commerce platforms in China.
- The stock of men’s imported makeup products increased by more than 3,000% year-on-year during the Double 11 2021.
- From November 1st to November 11th, 2021, the livestreaming Gross Merchandise Volume (GMV) on Taobao Live was up to 131.9 billion RMB.
During 11.11 of 2021, the sales of pet smart products on Tmall increased by 990% year-on-year.
- On the first day of D11, the sales of the museum’s cultural and creative products surged by more than 400% year-on-year
China metaverse report by daxue consulting and ayo consultingDaxue Consulting
In 2021, the Chinese government set Metaverse technology development as an objective for the country’s economic growth. With government incentives and a strong interest from Chinese consumers, Chinese tech giants have aggressively invested in Metaverse technology and applications ever since. VR enhanced gaming is of course one of those applications, but those technologies apply far beyond the world of video games. From virtual try-ons in retail stores to marketing campaigns based on metahuman influencers, Chinese firms are already using tomorrow’s Metaverse technologies to create ever increasingly engaging consumer experiences.
In this report made in collaboration with AYO Consulting, you will find an analysis of China’s metaverse and the various applications of its technology in retail.
Download to learn:
- What Metaverse technologies companies can leverage to boost sales in China
- Which companies are developing those technologies in China
- How VR and AR enhance the shopping experience of Chinese consumers
- How is the legal environment shaping the NFT and cryptocurrency landscape in China
- How and why companies are using metahumans to conduct marketing campaigns in China
- What are the benefits of hosting virtual events, with some Chinese case studies
Key stats on the Metaverse in China:
- After the creation of the Metaverse Industry Committee in 2021, financing of Metaverse-related projects reached 5.7 billion US dollars in China the same year. In 2022, from January to March alone those investments jumped to 8.1 billion US dollars.
- Chinese giants are heavily investing in Metaverse-related technologies. Among them, Bytedance acquired the third largest worldwide VR set maker Pico for 5 billion RMB.
- As of 2021, Huawei was the first 5G patent holder in the world at 15.4% of all 5G-related patents.
- The AI core industry in China was worth 189 billion RMB, almost doubling over two years.
- The virtual idol market in China was worth 101 billion RMB in 2021 and is projected to triple by the year 2023.
China's Wine and Spirits report by daxue consulting X SopexaDaxue Consulting
At over 311 billion USD in size, China’s alcohol market is growing and at a new stage of evolution. Gen Z and women are growing demographics and are shifting the drinking culture from the dominant domestic Baijiu to wine and imported spirits. This report created in collaboration with Sopexa, an international F&B communications agency, goes in depth on spirits, which make up 47.8% of China’s alcohol revenue, and wine, which is 8.2% of the alcohol market revenue.
Key stats on China’s wine and spirit market:
- France is the top alcohol exporter to China, making 31% of imported alcohol value in the first half of 2022
- Brandy is the largest imported spirit in China, making 68% of the imported spirits market in 2021
- 94% of Chinese survey respondents in 2020 reported drinking red wine in the last year
- China’s domestic wine production is on the decrease, falling at a CAGR of -18* from 2016 to 2020
- Tequila is experiencing the highest growth among liquor imports, with a 66% import volume increase from 2020 to 2021.
- Besides Baijiu, Vodka is the most consumed liquor, with Absolut Vodka being the top brand, at 53% Vodka market share.
What you can learn from the report:
- How foreign brands localize to the Chinese wine market while keeping a foreign identity
- How the lockdowns have impacted China’s alcohol consumption and drinking habits
- According to our social listening, at what occasions do Chinese consumers drink wine and spirits
- What are the drivers for Chinese to consume wine and spirits
- What countries are rising in favor as importers, and which are facing challenges
- How wine and spirits brands should market their products in China
South Korea Consumer Trends Report by daxue consultingDaxue Consulting
After experiencing decades of rapid economic growth, South Korea has established itself as a trend-setting nation, with the Hallyu (Korea wave) spreading its pop culture worldwide. This report on South Korea consumer trends covers three key industries of beauty, food and beverage, and travel, along with retail and digital trends that shape not only what, but how Koreans consume.
Download to learn:
- How Korean demographics are changing, and the impact on consumption
- Household consumption trends and breakdown in Korea
- Societal changes and the dynamic between traditional culture and new ideas
- In-depth analysis of Kbeaty, F&B, and travel industries
- Deep dives into consumer ideology and trend-chasing
Key stats on Korean consumption:
- South Korea’s per capita GDP is $34,990 (USD), which is lower than Japan but higher than Spain
- Most household consumption is spent on food and beverage products, at 15.9%, followed by restaurants and hotels at 13.5%
- 27% of South Koreans live alone, which gives rise to convenience meals, single travel, and digital entertainment.
- As of 2020, 82% of South Koreans are urbanites (Compared to China’s 64.7% living in urban areas)
South Korea Travel Trends Report by daxue consultingDaxue Consulting
The number of Korean travellers is returning to normalcy, but consumer habits will never be the same. From destinations, to lodging, and even the rise of online travel, this South Korea Travel Trends report exposes the up and coming trends.
Download to learn:
- Where are the top international and domestic travel destinations for Korean tourists?
- What are the newest travel trends after the COVID-19 pandemic?
- What apps do Korean travellers use for booking trips?
Key Stats:
- There was a 104% increase in travelling with children between January 2020 and 2021.
- Japan is the No. 1 country for international travel, accounting for 20% of Korean international trips, followed by Vietnam and Thailand.
- 4 out of 10 Koreans enjoy online traveling, which is experiencing trips via travel vlogs, photos and articles.
- Searches for ‘camping sites’ on T-map increased by 54% between 2021 and 2020.
South Korean Food and Beverage Market Report by daxue consultingDaxue Consulting
Covid-19 has reshuffled the cards in many industries and the Korean F&B market is no exception. With more and more of the population living alone and staying at home, industries such as snacks, food delivery, and HMR (Home Meal Replacement) are growing. Similar to Korea’s beauty market, the food and beverage market is the starting point for many global trends.
From Mukbangs to Dalgona coffee, Korea’s F&B trends ripple worldwide.
Download to learn:
- What F&B products South Koreans consume the most
- How brands stand out in the mature markets, such as coffee and alcohol
- The eating out and dining in habits of Korean consumers after the COVID-19 pandemic
- The snack preferences of South Korean consumers of different age groups
Key Stats on the South Korea F&B market:
- Per capita, coffee consumption in South Korea is 12.3 cups per week
- 57% of Koreans are trying to lose weight through diet management
- South Koreans consume, on average, 10 liters of alcohol per person per year, which is the second highest in Asia after Laos.
- 42.7% of Korean families dined out as a family at least once a week in 2020.
South Korea Beauty Market Report by daxue consulting.pdfDaxue Consulting
As South Korea’s beauty market is a global trendsetter, understanding the Kbeauty market is not only useful in understanding Korean consumers, but also the global beauty consumer base. Our public research team deep-dived into Korea’s beauty and skincare market and compiled our findings in this downloadable report.
Korea’s beauty scene has a global impact, that’s why it’s worth studying for both beauty brands in the Korean market and all beauty brands globally
Download to learn:
- Whether Koreans are leaning more towards the 10-step routine or minimalism
- What ‘clean beauty’ means to Korean consumers
- How Korean beauty consumers view European and Japanese beauty brands
- How to tap into South Korea’s digital ecosystem: What platforms to know and what tactics work
Key Stats:
- 50% of certified vegan products in Korea are in the Cosmetics category
- The most ‘recognizable’ cosmetics brand in Korea is Sulwhasoo at - 92.8% recognizability, followed by Hera and SKII (91.0% and 89.7%)
- 61% of 20–50-year-old Korean consumers consume health supplements
- Online shopping penetration is very high, at 95% for those in their 20s, and 60% for those in their 50s
Zero-COVID Impact on Chinese Consumption Report by daxue consultingDaxue Consulting
The outbreak of the COVID-19 pandemic in 2019 and the consequent containment measures have forced consumers to stay at home, as a result, shopping habits significantly shifted. From group-buying to online counseling, and less demand for inconspicuous luxury products to growing demand for pet ownership. What should brands be aware of once China returns to normality? Did any industries benefit from the lockdown? Which industries are likely to continue prospering and who is at risk once the pandemic is over? Daxue Consulting investigated seven hypotheses on the impacts of Chinese consumption caused by recent lockdowns, from short to medium to long-term effects.
Green Guilt Report: Sustainable Consumption in China by daxue consultingDaxue Consulting
We surveyed 1,000 Chinese consumers on their beliefs, habits, and understandings of sustainability and concluded 4 hypotheses on the future of sustainable consumption in China, addressing how brands could act to accommodate the everchanging “greener” consumer behavior.
China Chic - The Emergence of Chinese Luxury Brands Report by daxue consultingDaxue Consulting
In this report, you will find:
- Results from our survey of 1,000 Chinese consumers regarding their luxury perceptions and preferences
- Analysis of how Guochao plays out in China's luxury market
- What 'luxury' really means to Chinese
- The top industries of Chinese luxury brands (vs. foreign brands)
- Our 5 hypotheses for the future of Chinese luxury brands
The youth sports market in china by daxue consultingDaxue Consulting
In this report, Daxue consulting illustrates the youth sports market in China by deep-diving in 5 dimensions.
- China's fitness industry overview
- China's youth sports industry overview
- Parents survey on children's exercise habits
- The future of youth sports in China
- Case studies
Insurance valuation in china by daxue consultingDaxue Consulting
With support from Asian Risks Management Services Co. Ltd. (ARMS) we are happy to share our new report on insurance valuation in China.
Overview of the insurance valuation market, insurance valuation allows accurate appraisal of corporate assets’ value through various methods aiming at determining the true replacement cost of insured assets This then allows insurance companies to accurately bill policyholders There are a large number of contributing factors making assets’ net book value unreliable for insurance valuations.
Insurance claim settlement in china by daxue consultingDaxue Consulting
With support from Asian Risks Management Services Co. Ltd. (ARMS) we are happy to share our new report on insurance claim settlement in China.
Overview of the insurance claim settlement market, Chinese insurance companies boast high claim settlements rates and quick resolutions. However, if it’s true for most insurance B2C policies, more complex insurance contracts often require longer time periods to settle and are more prone to claim failure.
China travel retail market report by daxue consultingDaxue Consulting
Now is the prime time to start your China travel retail market strategy, below shows key findings in the report:
The new duty-free policies boost domestic travel retail sales, including a cancellation of the 8K RMB / person spending limit for each item
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Crowdfunding market in china report by daxue consulting & Jiaotong universityDaxue Consulting
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In 2020, Kickstarter also raised 400 million CNY in funding from China-based campaigns.
Product liability insurance in china report by daxue consultingDaxue Consulting
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Hamdard Laboratories (India), is a Unani pharmaceutical company in India (following the independence of India from Britain, "Hamdard" Unani branches were established in Bangladesh (erstwhile East Pakistan) and Pakistan). It was established in 1906 by Hakeem Hafiz Abdul Majeed in Delhi, and became
a waqf (non-profitable trust) in 1948. It is associated with Hamdard Foundation, a charitable educational trust.
Hamdard' is a compound word derived from Persian, which combines the words 'hum' (used in the sense of 'companion') and 'dard' (meaning 'pain'). 'Hamdard' thus means 'a companion in pain' and 'sympathizer in suffering'.
The goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him.
They had always maintained that working in old, traditional ways would not be entirely fruitful. A broader outlook was essential for a continued and meaningful existence. their effective team at Hamdard helped the system gain its pride of place and thus they made an entry into an expansive world of discovery and research.
Hamdard Laboratories was founded in 1906 in Delhi by Hakeem Hafiz Abdul Majeed and Ansarullah Tabani, a Unani practitioner. The name Hamdard means "companion in suffering" in Urdu language.(itself borrowed from Persian) Hakim Hafiz Abdul Majeed was born in Pilibhit City UP, India in 1883 to Sheikh Rahim Bakhsh. He is said to have learnt the complete Quran Sharif by heart. He also studied the origin of Urdu and Persian languages. Subsequently, he acquired the highest degree in the unani system of medicine.
Hakim Hafiz Abdul Majeed got in touch with Hakim Zamal Khan, who had a keen interest in herbs and was famous for identifying medicinal plants. Having consulted with his wife, Abdul Majeed set up a herbal shop at Hauz Qazi in Delhi in 1906 and started to produce herbal medicine there. In 1920 the small herbal shop turned into a full-fledged production house.
Hamdard Foundation was created in 1964 to disburse the profits of the company to promote the interests of the society. All the profits of the company go to the foundation.
After Abdul Majeed's death, his son Hakeem Abdul Hameed took over the administration of Hamdard Laboratories at the age of fourteen.
Even with humble beginnings, the goals of Hamdard were lofty; easing the suffering of the sick with healing herbs. With a simple tenet that no one has ever become poor by giving, Hakeem Abdul Majeed let the whole world find compassion in him. Unfortunately, he passed away quite early but his wife, Rabia Begum, with the support of her son, Hakeem Abdul Hameed, not only kept the institution in existence but also expanded it. As he grew up, Hakeem Abdul Hameed took on all responsibilities. After helping with his younger brother's upbringing and education, he included him in running the institution. Both brothers Hakeem Abdul Hameed and Hakim Mohammed
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Food and beverage service Restaurant Services notes V1.pptx
The seafood market in China by Daxue consulting
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Add cover picture
2018 DAXUE CONSULTING
ALL RIGHTS RESERVED
SEAFOOD
MARKETINCHINA
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Key findings of seafood market in China
Seafood market is still booming in China
Demand of imported seafood is rapidly growing
Online + offline are both important in seafood
sales
Seafood retailers are targeting the
opportunities created by mobile devices
Safety, freshness and taste are the main
concerns of consumers
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Market drivers for international brands in China
1.
2.
3.
4.
5.
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The rising middle class means more Chinese people can afford to buy a variety of seafood.
Increasing cooperation between international brands and local distributors/ sales platforms.
E-commerce makes imported seafood more accessible.
Rising social media platforms are helping international brands reach consumers in China.
Mobile apps are becoming the good way of seafood promotion in China
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CONSUMPTION
ANALYSIS
Besides pork and egg, seafood became an
important sources of protein for Chinese
consumers, which influences the
consumption structure in China
— M i k e V i n k e n b o r g , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g
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Consumption and
market size in China
Processed seafood, including chilled, frozen and shelf
stable seafood, shows a steady growth in last 5 years. In
2016, among processed seafood, frozen seafood
accounts for the largest proportion with sales value of
1,498 million USD ( 9,848 million RMB).
3386
3674.4
3964.8
4156.5
4314.6
2012 2013 2014 2015 2016
Sales of processed seafood in China (tonnes– 2012-2016)
Source: Euromonitor, Meituan
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Consumer analysis:
rising income showed
potential of seafood
consumption in China
In 2017, disposable income of national residents has
achieved a 7.3% year-on-year growth.
The gap of consumption level between urban residents
and rural residents has shrunk, which means seafood is
becoming affordable for more families, even in rural
areas in China.
Source: National Statistics Bureau
18310.8
20167.1 21966.2
23821
2597426467
28843.9
31194.8
33616
36396
9429.6 10488.9 11421.7 12363 13432
2013 2014 2015 2016 2017
Per capita disposable income in China (RMB–2013-2017)National
Urban residents
Rural residents
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Consumer analysis:
where, when and
feedback
The growing fresh food e-commerce platforms provide a
new option for seafood consumption in China, trade
sizes on those platforms have had rapidly increasing,
especially during Chinese festivals.
Safety, fresh and taste keep appearing in the comments
from consumers, they can be considered as the key
factors of seafood purchasing.
• Many fresh food platforms have been developed, they are new
options for purchasing seafood, for instance, the sales value of
seafood has entered the top 3 on Fresh.jd.com in 2017.
E-commerce platforms
• Based on comments from main social media and e-commerce
platforms, positive feedback mainly focuses on delicious and fresh,
negative feedback usually comes from safety issues.
Safety, fresh and tasting
Justification /
reason / detail #1
• During important festivals, seafood has been one of the main
products purchased online. For example, 38% of food sales on
Fresh.jd.com came from seafood in 2018 Chinese new year.
Main festivals in China
Source: JD data research institute
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Baidu Index –
Interest trends
toward the
segments (1/2)
The search frequency of ‘seafood’ was high
between March and early September 2017,
during spring and summer (good seasons
for seafood).
During the spring festival, spring and
summer, the search frequency of ‘shrimp’
sharply grew.
The search keyword is
“seafood” on Baidu index
The search keyword is “ sea
shrimp” on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
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Baidu Index –
Interest trends
toward the
segments (2/2)
The search frequency of ‘saltwater fish’
was significantly high during the beginning
of the Chinese new year.
The search index of ‘clam’ kept high from
February to early October 2017, when it’s
the spring, summer and national holiday.
The search keyword is
“saltwater fish” on Baidu index
The search keyword is “Clam”
on Baidu index
Baidu is the #1 search
engine in China. The
volume of search
(more than ¾ of the
total search made on
Chinese Internet)
exhibits the market
digital trends
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Baidu Index –
Semantic analysis
(1/2)
The most related keywords of
“salmon” are mainly consist
of “the way of making
salmon”, “Norway salmon”,
“price” and different kinds of
fish like trout and grouper.
The most related keywords of
“lobster” are “crayfish”,
“lobster breeding”, “crayfish
breeding”, “Australian
Lobster” and “ways of
cooking crayfish”.
Salmon
The way of making
salmon
Rainbow
trout
Grouper
Pictures of salmon
Lobster
Norway
salmon
How much is the
500g salmon
Norway
Salmon
Crayfish
Lobster
breeding
Australian
Lobster
lobster
Crayfish
breeding
Boston
lobster
Ways of making Crayfish
Breedin
g
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Baidu Index –
Semantic analysis
(2/2)
The most related keywords of
“oyster” are “efficacy of
oyster”, “ way of cooking
oyster” and “how to
pronounce oyster”.
The most related keywords of
“squid” mainly consist of
ways of cooking squid and
similar fish, such as cuttlefish
and octopus.
Oyster
How to pronounce
oyster
Way of cooking
oyster
Efficacy
of oyster
Efficacy
Different
between oyster
and raw oyster
Squi
d CuttlefishOctopus
Honey
squid
Cuttlefish
Pictures
of squid
All ways of
making squid
Sizzling
squid
Nutritional value of squid
Wholesale of squid
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Zhihu questions –
consumer concerns &
need of information
Around half of the questions
on Zhihu about seafood are
product recommendations
based on the ways of picking,
different places and seasons.
Imported seafood is popular
among consumers.
Freshness and safety are the
main elements that are
mentioned in answers.
How to pick delicious
seafood?
There are 3 principles to
pick squid: Size, good
squid owns complete
body, its head and body
tightly connect together.
Surface, good squid has
white frost on its
surface. Meat, it shows
pink and translucent.
Difference between
domestics seafood and
imported seafood?
Advantages: seafood
must be checked by
quarantine department,
imported seafood has
higher level quarantine
standards.
Disadvantages:
imported seafood has
higher price.
Zhihu is the first Q&A website. in China, and
has transitioned to a social media sharing
platform gathering more than 100 million
answers on various topics. The platform is
especially relevant to reach higher-, well-
educated social classes
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Social media
analysis - Wechat
Around 70% posts and questions on
WeChat are about ways of cooking and
eating different kinds of seafood.
Seasonal seafood is another important
topic among posts, comments and
feedback.
This post is the introduction of
several ways for lobster cooking
during the summer.
The post has 13,095 views and 19
likes
This article is about the people
who are suitable for sea
cucumber, mainly focused on
people who has anemia, old
people and etc.
The post has 17,050 views and 78
likes.
Wechat is the #1
social media in
China and an
absolute must-have
for a market entry
promotion. It
accounts for over 1
billion active users
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Social media
analysis - Weibo
Seasonal seafood (during autumn and
winter) is one of important topics among
relevant posts on Weibo recently.
Most posts about seafood related to the
topic of tourism in coastal areas.
This post is about salmon sushi
in a Italian restaurant.
The post has 267 shares, 107
likes and 28 comments.
This post is about seafood from
the East China Sea, mainly about
crabs in the autumn from the
East China Sea.
This post has 94 shares, 109
likes and 119 comments.
Sina Weibo is a
microblogging site
with nearly 400
million monthly users,
and is a well
leveraged platform to
spread marketing
campaign on Chinese
Internet
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Context of
consumption in
China
On the main social media
platforms in China, posts
about seafood mainly consist
of travelling, restaurants and
different ways of seafood
cooking. Among them, more
than 60% posts connected
with travelling.
Crab, lobster, shrimp oyster
and salmon are the main
topics of those posts about
seafood on social media
platforms.
This picture has
been shared on
Baidu Teiba (百度贴
吧). Baidu Teiba is a
popular online
community that
heavily integrates
Baidu's search
engine
This picture was
taken by “行走40
国” (Xingzou 40
nations) in Thailand
and shared on his
Weibo account. He is
a well-known
traveller and writer,
who owns 315,292,8
followers on Weibo.
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Online trends :
consumer
perception
The positive feedback mainly focused on products’ good
tasting, size and look fresh.
Negative feedback focused on small size, bad taste and
high price.
The number of positive comments is far more than
negative comments for most products on those
platforms
All crabs alive, very nice, size is big, will buy again.
The good is nice, very fresh, clean and cheap, will buy it
again after finish the products.
The shrimp is very nice, size is big and it tastes good, will
buy it again.
Fewer number, size is small, price is higher than
supermarket, won’t buy it again
Very bad, it tastes not good
Not satisfied with it, feeling unwell in the stomach after had it.
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COMPETITION
ANALYSIS
Fish dominates the seafood consumption in
China for its rich variety and affordable
price
— M i k e V i n k e n b o r g , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g
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Market shares in
China
Russia
35%
USA
15%
Norway
7%
Canada
4%
New Zealand
2%
Other countries
37%
Main importing countries by tons (percentage –2017)
China has been one of the most important seafood markets
in the world, its market demands of imported seafood has
reached 7.6 million tons in 2017.
In 2017, Russia is the largest importing countries of seafood
in China. USA, Canada, New Zealand and Norway are also
important sources for importing seafood in China. Imported
products mainly include shrimp, salmon, crab and so forth.
Source: China Customs
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Competition analysis:
popular imported
seafood by different
segments
Based on the information from e-commerce platforms,
most popular imported seafood are all frozen products.
The top sellers’ price is relatively low and middle among
all imported seafood by different segments on JD.
Segments Top seller products on JD Top seller price on JD
Shrimp Argentine frozen red shrimp 139 RMB
Fish Chilean frozen salmon 49 RMB
Crabs Irish frozen brown crab 188 RMB
Shellfish South Korean frozen oyster 55 RMB
Squid American frozen squid 39 RMB
JD top imported seafood sales online by segments 2018
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E-commerce
landscape of the
processed seafood
The price range of processed
seafood is very large on
Tmall/Taobao. The most
expensive SKU’s price isn’t
extremely high.
The top seller price is
relatively low among all
products.
Most expensive SKU Cheapest SKU
Top seller SKU
•Dried squid
•12.8 RMB
Top selling
SKU
•0.99 RMB
•573 RMB
Price range of
the category
•0.47
•Market still driven by price
Ratio top
selling price vs
average price
•27.5 RMBAverage price
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E-commerce
landscape of fish
The price range of fish is very
large on Tmall/Taobao. The
most expensive SKU can be
considered as luxury
products.
The top seller is high cost-
effective products.
Most expensive SKU Cheapest SKU
Top seller SKU
• Frozen Basa fish
•10.8 RMB
Top selling
SKU
•9.9 RMB
•2,600 RMB
Price range of
the category
•0.13
•Market is still driven by
price
Ratio top
selling price vs
average price
•77.2 RMBAverage price
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E-commerce
landscape of the
frozen shrimp
The price range of frozen
shrimp is very large on
Tmall/Taobao. The most
expensive SKU is imported
product.
The top seller price is in middle
level among all products.
Most expensive SKU Cheapest SKU
Top seller SKU
•Frozen shrimp from Qidao (
青岛)
•129 RMB
Top selling
SKU
•14.9 RMB
•2,680 RMB
Price range of
the category
•0.94
•Market is still driven by
price
Ratio top
selling price vs
average price
• 137.1RMBAverage price
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E-commerce
landscape of
shellfish
The price range of shellfish is
extremely large on
Tmall/Taobao. The most
expensive SKU is processed
abalone with exquisite
packing.
The top seller price is
relatively low.
Most expensive SKU Cheapest SKU
Top seller SKU
• Frozen abalone
• 29.9 RMB
Top selling
SKU
•17.9 RMB
•2,860 RMB
Price range of
the category
•0.48
•Market still driven by price
Ratio top
selling price vs
average price
•62 RMBAverage price
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E-commerce
landscape of crab
The price range of crab is not
large on Tmall/Taobao. The
most expensive SKU is the
living crab. The cheapest SKU
is processed crab.
The top seller price is
relatively high.
Most expensive SKU Cheapest SKU
Top seller SKU
•Live crab
•128 RMB
Top selling
SKU
•29.9 RMB
•888 RMB
Price range of
the category
•0.76
•Market is still driven by
price
Ratio top
selling price vs
average price
•166.5 RMBAverage price
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E-commerce
landscape of octopus
The price range of octopus
isn’t very large on
Tmall/Taobao. The most
expensive SKU is frozen small
octopus.
The top seller price is
relatively low.
Most expensive SKU Cheapest SKU
Top seller SKU
•Processed octopus
•19.9 RMB
Top selling
SKU
•12.8 RMB
•299 RMB
Price range of
the category
•0.39
•Market is still driven by
price
Ratio top
selling price vs
average price
•51 RMBAverage price
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Business cases – Yiguo.com
Digital activity
Seafood of Yiguo.com (易果生
鲜) mainly sold on Tmall,
Taobao and its official
website.
Based on the comments from
Tmall, most consumers gave
positive feedback about the
seafood from Yiguo.com.
http://www.yiguo.com/products/04_chann
elhome.html
Platform Presence Official
account
Volume (sales, product reviews
or traffic)
Yiguo.com Yes Yes 273,930 monthly visits
Tmall Yes Yes Monthly sales volume is
858,600 items
JD.com No No The brand isn’t selling on JD
Kaola No No The brand isn’t selling on Kaola
Pinduoduo Yes No Daily sales is 0 on Pinduoduo
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Business cases – Yiguo.com
E-reputation in China
The most related keywords of
“Yiguo.com” are “official
website of Yiguo.com”,
“flagship store of Yiguo.com”,
“how is Yiguo.com” and “
Freshhema.com”.
The brand is using Weibo and
Wechat to engage consumers
by posting new products and
activities on the platforms.
Platform Presence Followers Posting
frequency
Wechat Yes 9,950 2 posts last
week
Weibo Yes 52,304 1,425 posts
Yiguo
.com
Website of
Yiguo.com
Official website of
Yiguo.com
Flagship store
of Yiguo.comHow is
Yiguo.com
company
Recruitment of
Yiguo.com
Freshhema.com Finance of Yiguo.com
Yiguo.com website
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Business cases – Zhangzi island
Digital activity
Zhangzi island Group (獐子岛
集团) is one of largest
seafood companies in China,
the brand mostly sells fresh,
frozen and processed
seafood products.
Seafood of the brand has
been sold on the most
popular e-commerce
platforms in China
(Tmall/Taobao and JD).
The top seller product of
Zhangzi island on Tmall is
abalone, its price is 99 RMB.
https://www.zhangzidao.cn/?lang=cn
Platform Presence Official
account
Volume (sales, product reviews
or traffic)
Zhangzi.com No Yes 35,350 monthly visits
Tmall Yes Yes Monthly sales volume is 63,120
items
JD.com Yes Yes More than 12 million comments
Kaola No No The brand isn’t selling on Kaola
Pinduoduo Yes No Sales is 0 on Pinduoduo
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Business cases – Zhangzi island
E-reputation in China
The most related keywords of
“Zhangzi island” are “Zhangzi
island Group” and “The
Zhangzi island event”.
The Zhangzi island event is all
the scallop farming by
Zhangzi island group were
dead in 2014, which is still a
impactful news among
Chinese netizens.
Platform Presence Followers Posting
frequency
Wechat Yes 9,820 26 posts last
week
Weibo Yes 23,318 3,473 posts
Zhangz
i island
The Zhangzi
island event
The Zhangzi
island Group
News of Zhangzi
island event
Stock of Zhangzi island
New info of
Zhangzi
island event
What is
Zhangz
i island
event
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Business cases – Vipbcw.com
Digital activity
Vipbcw.com (百草味) is an
well-known snack food brand
in China, processed seafood
is one of its main products.
The processed seafood of
Vipbcw.com mainly consists
of squid, scallop, fish and
shrimp.
The brand has been sold on
main popular e-commerce
platforms in China
(Tmall/Taobao, JD, Kaola and
Pinduoduo).
http://www.vipbcw.com/index/brand.html
Platform Presence Official
account
Volume (sales, product reviews
or traffic)
Vipbcw.com.c
n
No Yes 15,929 monthly visits
Tmall Yes Yes Monthly sales volume are
293,070 items
JD.com Yes Yes About 310,000 comments
Kaola Yes Yes 13,045 followers on Kaola
Pinduoduo Yes Yes Daily sales are 569 items
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Business cases – Vipbcw.com
E-reputation in China
The most related keywords of
“Vipbcw.com” are “official
website of vipbcw.com”,
“flagship store of vipbcw.com”,
“franchise store” and its
competitor “Three squirrels”.
Weibo and Wechat are both
important advertising platforms
for Vipbcw.com, the brand
frequently introduces products
and activities.
Platform Presence Followers Posting
frequency
Wechat Yes 384,500 5 posts last
week
Weibo Yes 596,968 8,356 posts
Vipbcw.com
Franchises
of
Vipbcw.com
Official
website of
Vipbcw.com
Flagship stores of
Vipbcw.com
Comparing Three
squirrels and
Vipbcw.com
Join in the Vipbcw.com
Snacks
Three
squirrels
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Comparing online
interest for leading
brands
On Baidu index, Vipbcw.com showed the highest index and
Zhangzi island achieve the second highest index during 1
year from October 2017.
On WeChat index, Vipbcw.com showed the highest index
and Zhangzi island achieve the second highest index in last
90 days.
The two brands showed much higher search index than
other brands on both platforms.
The search brands are
Yiguo.com
Zhangzi island
Vipbcw.com
Haiyan Tang
CNFC
The search brands are
Yiguo.com
Zhangzi island
Vipbcw.com
Haiyan Tang
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Advertising –
case study
Fresh.jd.com is a fresh food
purchase platform launched
by JD.com. Seafood,
especially fresh seafood, is
one of the main products
provided by the platform.
During a very short time (15
seconds), the video ad
highlighted the good quality
of (sea)food provided by
Fresh.jd.com.
https://v.youku.com/v_show/id_XMjUzMTA5MTI2MA==.html?spm=a2h0
k.11417342.soresults.dtitle
This ad (15 seconds) is launched by Fresh.jd.com, the famous Chinese actor 谢霆锋
(Xietingfeng) is the spokesman of this advertising.
The main part of the video is cooking by different food/seafood materials. At the
meantime, the advertising mentioned those materials can be found on Fresh.jd.com.
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Brand naming –
case studies
The names of China’s brand
(seafood) usually show three
key elements: “fresh” by
Chinese words “鲜” and “生”,
“good range of products” by
Chinese words “百” and etc.,
“tasting/delicious” by Chinese
words “味”, “香” and etc.
Part of Chinese seafood
companies are using some
locations’ names as brands
names, mainly around islands
and coast places in China.
•About the brand’s name, “易” means easy, “果”
means fruit, “生” means living and “鲜” means
fresh.
•The name indicates that consumers can easily
purchase fresh food/fruit from the brand.
易果生鲜
(Yiguo.com)
•The brand’s name is the name of an island in
Liaoning province, where is also the company
address and it’s well-known by farming and
catching sea animals.
獐子岛
(zhangzi island)
• Justification / reason
/ detail #2
Justification
/ reason /
detail #1
•About the brand’s name, “百” means hundred, “草”
means grass, “味” means flavors.
•The brand’s name highlights that consumers can
get varied kinds of products from it.
百草味
(Vipbcw.com)
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DISTRIBUTION&
PROMOTION
ANALYSIS
Argentina shrimp remains the most popular
imported seafood in China, salmon and crab
also perform well in terms of online sales.
— M i k e V i n k e n b o r g , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g
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Distribution and
promotion in China:
Restaurants are
significant distribution
channels for seafood
In 2017, Hot pot as the most popular cuisine contributes
to 22% of the total revenue of China’s catering industry.
Hot pot and buffet as two of the most popular types of
cuisines in China provide good opportunities for the
distribution of chilled/frozen seafood in China.
Hot pot
22% Buffet
12% Barbecue
5%
Japanese cuisine
5%
Cantonese cuisine
4%
Jiangsu and
Zhejiang cuisine
4%
Others
48%
Sales revenue of popular cuisines in China (percentage –2017)
Source: 2018 China catering industry structure and development analysis,
Eurominitor
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Distribution and
promotion in China:
Coastal regions are
main places for
importing salmon
Guangdong and Shandong provinces are the two most
important provinces for importing salmon to China.
Shanghai and Beijing as two first-tier cities also rank
within the top 10 of imported salmon, Shanghai is the
most important city for importing salmon, whose
imported volume greatly exceed other regions.
20,851
10,776.50
8,551
3,450 2,787
1,033
Shanghai Guangdong Beijing Tianjin Shandong Liaoning
Imported volume of salmon per key location (ton – 2017)
Source: China trade analysis
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The most popular seafood
brands are selling their
products on main e-
commerce platforms (Tmall,
Taobao and JD).
For domestics and
international seafood brands,
dedicated websites are also
important distribution
channels.
Market
Segments
Number of brands
are selling on Tmall
Dedicated platforms
Saltwater
fish
203 Yuye360.com (购鱼网)
SeafoodChina.com (海鲜
猫)
Shrimps
from sea
170 Yuye360.com (购鱼网)
SeafoodChina.com (海鲜
猫)
Crabs from
sea
177 Yuye360.com (购鱼网)
SeafoodChina.com (海鲜
猫)
Shellfish 199 Yuye360.com (购鱼网)
SeafoodChina.com (海鲜
猫)
Octopus 120 SeafoodChina.com (海鲜
猫)
Online retail
Coverage in China
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Offline retail:
Coverage in
Shanghai
Search results consist of restaurants and offline stores,
among relevant results, less than 10% are offline
dedicated stores, more than 90% of them are
restaurants. Thus, seafood restaurants can be
considered as the most important offline distribution
channels.
Stores Coverage in
Shanghai
Shrimps
from sea
90
Crabs
from sea
315
Shellfish 2
Sea
cucumber
45
Baidu Map: 4,596 results Dianping: 5,278 results
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On-the-shelf:
representation of the
category in stores
The imported seafood were all
frozen and packaged, there
are also live sea animals in
the tanks, ranging from fish to
crabs to turtles.
The seafood gift box is a
special package for holidays
gift in China, which is not
common product in western
countries.
Products like sea cucumber,
fish balls, turtle, eel and crabs
are less common in the west.
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Online sales:
volume assessment
On Tmall/Taobao, frozen shrimp is the most popular
product among all categories of sea shrimp. Top seller
price is 129 RMB, which is a common price.
On Tmall/Taobao, abalone is the most popular products
among all categories of shellfish. Top seller price is 29.9
RMB, which is a low price.
Way of ranking: general, popularity, new arrivals, sales and price
Saltwater fish
Main brands
Provinces
1
0.1 0.17
Frozen shrimp Live shrimp Shrimp meat
Monthly sold items of sea shrimp on
Tmall/Taobao (million–monthly)
0.26
0.49
0.83
Oyster Scallop Abalone
Monthly sold items of shellfish on
Tmall/Taobao (million –monthly)
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Promotion channels to
leverage for
international brands in
China
Dedicated Websites:
Yuye360.com (购鱼网)
SeafoodChina.com (海鲜猫)
686hy.com (686海鲜网)
Dedicated mobile apps:
Haixiangou (海鲜购)
Chuntianran seafood(纯天然
海鲜)
Hiaxiancun (海鲜村)
Seafoodchina.com
is a specialized
website seafood
purchasing. This
website mainly
provide domestics
and imported
seafood to
consumers.
Haixiangou (海鲜
购) is a o2o mobile
shopping app
focuses on
seafood retail and
wholesales in
China.
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KOL landscape in
China
For international brands,
Chinese KOLs (with large
amount of followers) are good
ways to introduce/ promote
their products to Chinese
consumers, since many food
KOLs like sharing their
experience on seafood eating,
cooking and purchasing.
This is a well-
known food Kol,
who focusing on
seafood market.
One of his posts
about swimming
crab received 284
comments, 76 likes
and 30 shares.
Seafood is the
main topic of this
Kol’s posts on his
Weibo account.
One of his videos
about clam
received 138
shares and 71
likes.The Key Opinion Leader (KOL), or influencers, are a
major part of the Chinese online journey, and therefore
of the online marketing funnels for international brands
in China. KOL will especially be as relevant to target
niche audience (micro-KOL) and mainstream
consumers (mass-market)
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MARKETTREND
ANALYSIS
Rising health awareness and increasing
consumption levels boost the demand for
premium, luxury and organic seafood
(farmed, not wild-caught) in China
— M i k e V i n k e n b o r g , P r o j e c t l e a d e r o f D a x u e c o n s u l t i n g
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Restaurants and fresh
food e-commerce are
favored by seafood
consumers
E-commerce platforms (such as Tmall, JD) and seafood
mobile apps (such as Haixiangou) have been channels
of online engagement and sales for all international and
domestics seafood brands.
Seafood has been the one of the main consumption
food in restaurants like hot pot, buffet and barbecue.
1. Seafood restaurants
Seafood has been one of the most
popular food provided by most
restaurants in China, especially in
hot pot and buffet restaurants.
2. Seafood offline stores
Fresh and frozen seafood have
been the essential products in
(fresh) food stores, they are also a
good places to buy imported
seafood.
3. Fresh food e-commerce
The top e-commerce in China, like
Tmall/Taobao and JD have built
specialized fresh food platforms
and seafood is one of the main
products on those platforms.
4.Mobile app for seafood
More seafood mobile app has been
developed since consumers
increasingly use mobile devices to
compare prices and purchase food.
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