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.
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
Winona China market strategy report by daxue consultingDaxue Consulting
China has become the world’s second largest beauty market since 2019 and more Chinese beauty brands start to rise in the market. In order to study the 2021 C-beauty trends that brands don't want to miss, daxue consulting investigated the market strategies of four of the top C-beauty brands, 1) Perfect Diary 2) Florasis 3) HomeFacial Pro 4) Winona.
Neiwai China market strategy report by Daxue consulting and Double V consultingDaxue Consulting
Daxue Consulting partnered with Double V. Consulting to answer the question "What does it take to become a top Chinese fashion brand" by analyzing the strategies of four of the fastest-growing Chinese fashion brands - NEIWAI, MAIA ACTIVE, Li Ning (China) Sporting Goods Co. and YIN Fine Jewelry.
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
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
Winona China market strategy report by daxue consultingDaxue Consulting
China has become the world’s second largest beauty market since 2019 and more Chinese beauty brands start to rise in the market. In order to study the 2021 C-beauty trends that brands don't want to miss, daxue consulting investigated the market strategies of four of the top C-beauty brands, 1) Perfect Diary 2) Florasis 3) HomeFacial Pro 4) Winona.
Neiwai China market strategy report by Daxue consulting and Double V consultingDaxue Consulting
Daxue Consulting partnered with Double V. Consulting to answer the question "What does it take to become a top Chinese fashion brand" by analyzing the strategies of four of the fastest-growing Chinese fashion brands - NEIWAI, MAIA ACTIVE, Li Ning (China) Sporting Goods Co. and YIN Fine Jewelry.
This was an advertising campaign for Tazo bottled iced tea and the project was created my Sophomore year. Our target markets were 18- 26 and 27-34 year old women. Adobe Photoshop, Indesign, and Qualtrics were used for this project.
A free version of The Coca Cola Company SWOT analysis 2017. To get the full presentation buy the SWOT here: https://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
Milk is one of the food / beverage that Vietnamese take on the daily basis and it is part of the sources to keep them healthy.
Vietnam, as well as the other South East Asia, are unique in a way that people enjoy milk with sugar.
This survey was made in order to find out the consumer behaviors of drinking milk as well as clarifying the difference of those who drink / do not drink milk with sugar
The respondent is nearly 500 Vietnamese among 18-30 years old who drink milk once / month and more.
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.
A free version of The Coca Cola Company SWOT analysis 2017. To get the full presentation buy the SWOT here: https://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html
This was a presentation created for a Strategic Brand Management module. The brief was to audit a brand, the brand which was chosen was the whiskey Johnnie Walker
Performed in-depth analysis on the Johnnie Walker brand to understand its current customer base and marketing strategy. We evaluated the strengths and weaknesses of the brands positioning and posed several solutions to strengthen the brand image, increase brand awareness, and enhance brand perception to create higher sustainability.
Its a product launch presentation basically.Amateur Sprit & power beverages Pvt. Ltd (ASP)Launching its first product “VERVE” energetic drink.
ASP is a new beverage company which intends to enter the Indian energy drink market.
Its main objective to attain prospected market share by attracting different segments of customers- youths, sportspersons, party goers etc.
Milk is one of the food / beverage that Vietnamese take on the daily basis and it is part of the sources to keep them healthy.
Vietnam, as well as the other South East Asia, are unique in a way that people enjoy milk with sugar.
This survey was made in order to find out the consumer behaviors of drinking milk as well as clarifying the difference of those who drink / do not drink milk with sugar
The respondent is nearly 500 Vietnamese among 18-30 years old who drink milk once / month and more.
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.
The perfume market is booming in China and more Chinese people started to wear perfume in recent years. Who are the leading players in this market? Who are the main consumers of perfume in China? Daxue consulting is offering a presentation highlights the key findings in China's perfume market.
Guochao (国潮 – lit. National Tide) is a Chinese trend relying on the younger generation’s interest in China’s culture, traditions and domestic brands. What is the major trends of GuoChao? What makes a brand GuoChao according to Gen-Z? Who are GuoChao consumers? What elements can foreign brands leverage to contribute to the Guochao trend? A comprehensive report about GuoChao in China is offered by daxue consulting.
The beverage market in China by Daxue consulting Daxue Consulting
The beverage market in China is one of the fastest growing markets in the Chinese food industry.
As living standards have improved in China, beverage consumption has changed. Consumers are searching for a greater diversity of products, and further, have become more and more discerning.
The beverage market in China is one of the fastest growing markets in the Chinese food industry.
As living standards have improved in China, beverage consumption has changed. Consumers are searching for a greater diversity of products, and further, have become more and more discerning.
The beverage market in China is one of the fastest growing markets in the Chinese food industry.
As living standards have improved in China, beverage consumption has changed. Consumers are searching for a greater diversity of products, and further, have become more and more discerning.
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.
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.
The baked goods market in china by Daxue consultingDaxue Consulting
Baked goods are increasingly popular among Chinese consumers. What are Chinese consumers' opinions about baked goods? Who are the leading players in this market? How international baked goods brands adapt to China's market? . A comprehensive presentation on the baked goods market in China, targeted towards foreign brands interested in entering China's market by Daxue Consulting.
The cosmetics and personal care market in China by Daxue consultingDaxue Consulting
The cosmetics and personal care market are growing very fast in China. How are the sales of international brands/imported products in China? Who are the main consumers of cosmetics and personal care products in China? Daxue consulting is providing a comprehensive presentation targeted towards foreign brands interested in entering China's market.
The cosmetics and personal care market are growing very fast in China. How are the sales of international brands/imported products in China? Who are the main consumers of cosmetics and personal care products in China? Daxue consulting is providing a comprehensive presentation targeted towards foreign brands interested in entering China's market.
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.
Sample U.S. Soda Market research report.pptxkvsreerag096
U.S. soda market is shifting as consumers prioritize healthier beverage choices. Traditional sodas are facing scrutiny due to health concerns, driving demand for low-sugar and natural alternatives. This shift reflects evolving consumer preferences for healthier refreshments.
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.
Similar to The spirit 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.
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
Sales of Duty-Free goods in Hainan increased 103% YoY in 2020
Brick and mortar duty free stores and pop-ups are becoming tourist sites themselves, brands ranging from Uniqlo to Prada are tapping into this opportunity
Crowdfunding market in china report by daxue consulting & Jiaotong universityDaxue Consulting
Daxue consulting teamed up with Shanghai Jiao Tong University's Center for Digital Creative Enterprise Research to share our insights on crowdfunding in China!
Here are some interesting facts from the report:
The number of crowd-funding platforms in China is shrinking due to regulations. Between 2016 and 2020, there was an 89% Equity-based and reward-based crowdfunding take up the most market share
In fact, reward-based crowdfunding in some cases is group buying in disguise
Global platforms like Indiegogo and Kickstarter help Chinese manufacturers go overseas
China is the fastest growing market for Indiegogo, accounting for 40% of campaigns in 2020
In 2020, Kickstarter also raised 400 million CNY in funding from China-based campaigns.
Product liability insurance in china report by daxue consultingDaxue Consulting
With support from Asian Risks Management Services Co. Ltd. (ARMS) we are happy to share our new report on product liability insurance in China.
Overview of the product liability insurance market, policies & obstacles of product liability insurance, legal cases, and main insurers & key products have been covered in this report.
China wellness market white paper by daxue consulting Daxue Consulting
Daxue Consulting has observed the tremendous rise of the wellness industry and shares insights in this white paper. The white paper includes: results from our survey on health perceptions in China, results from our survey on fitness habits and beliefs, deep dive into the yoga and boxing fitness trends, deep dive into the veganism and meal replacement health trends.
Yin jewelry China market strategy report by Daxue consulting and Double V con...Daxue Consulting
Daxue Consulting partnered with Double V. Consulting to answer the question "What does it take to become a top Chinese fashion brand" by analyzing the strategies of four of the fastest-growing Chinese fashion brands - NEIWAI, MAIA ACTIVE, Li Ning (China) Sporting Goods Co. and YIN Fine Jewelry.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
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Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
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You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
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What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
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It can be used at any stage of the customer journey
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For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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THESPIRITS
MARKETINCHINA
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High-end spirits brands are spreading to common
consumers
More Chinese consumers prefer high-quality
spirits
The sales of spirits peaks during holidays
Package & bottle design is a major criteria for
purchasing spirits in China
High-end International brands are targeting
young consumers in China
E-commerce platforms are increasingly important
for most spirits brands
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Market drivers for international brands in China
1.
2.
3.
4.
5.
Increasing income allows more consumers to afford imported spirits
Bars and night clubs are becoming more popular
Foreign alcohol culture is increasingly popular among young people
Fashionable design of packages and bottles makes high-end international
brands a favorite among consumers
The rising e-commerce platforms (Taobao/Tmall, JD and etc.) enable
foreign brands to easily access the market
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CONSUMPTION
ANALYSIS
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On Taobao/Tmall, the sales of spirits increased very fast in
2018 and reached the highest peak in December. But, it
sharply declined at the beginning of 2019 since many
brands rose their prices to enter the high-end market.
The most popular type of spirits is still the Chinese Baijiu.
However, more young consumers are interested in western
spirits (such as Brandy and Whisky).
Consumption and
market size in China
Source: taosj.com
1.48
2.11
1.65
2.86
2.73
4.32
4.11
6.07
1.36
2.01
1.89
0
1
2
3
4
5
6
7
May-2018 June-2018 July-2018 August-2018 October-2018 November-2018 December-2018 January-2019 February-2019 March-2019 April-2019
Sold items of spirits on Taobao/Tmall
(million bottles–2018-2019)
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As a popular type of spirits, brandy’s sales in China have
been increasing consistently for several years. More than
70% of the market is still occupied by imported high-end
brandy brands. Sales are mostly from East and South China,
which means brandy consumption is highly related to the
local economy, income level and urbanization.
Consumption and
market size in China
121.70
139.50
152.20
172.50
0.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
200.00
2015 2106 2017 2018
Thousandtons
The consumption of brandy in China
(thousand tons– 2015-2018)
Source: http://www.chyxx.com/industry/201902/716324.html
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Consumption and
market size in China
Baijiu is the most popular spirits in China. The sales revenue
of Baijiu reached the highest peak in 2016. Many popular
brands raised their prices with smaller production, indicating
an attempt to enter the high-end market. In 2017, some
Baijiu brands’ safety issues were exposed. However, the
sales were raised again and showed an increasing trend
from 2018.
446.6
501.8
525.9
555.9
612.6
565.4
587.5
0.0
100.0
200.0
300.0
400.0
500.0
600.0
700.0
2012 2013 2014 2015 2016 2017 2018
Sales revenue of Baijiu in China
(billion RMB-2012-2018)
Sales revenue
Source: Forward The economist ,
https://www.qianzhan.com/analyst/detail/220/190201-903310e9.html
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Consumer analysis:
Price is still
important for the
consumers of Baijiu
Price is still a very important factor that affects Chinese
people’s Baijiu purchasing. Most of China’s consumers
preferred Baijiu cheaper than 300 RMB per bottle.
Besides, brand awareness is another major criteria for
buying Baijiu, which means big brands with reasonable
prices are the mainstream in China’s Bajiu market.
53.18%
29.01%
6.93%
10.88%
Market share of Baijiu by prices
(2017)
Lower than 100
RMB per bottle
100-300 RMB per
bottle
300-500 RMB per
bottle
Beyond 500 RMB
bottle
Source: Forward The economist ,
http://www.chyxx.com/industry/201808/666922.html
5.89%
9.09%
22.63%
29.58%
30.00%
Video ads
Promotion
activities
Tastes
Price
Brand
awareness
The main considerations when Chinese
people buy Baijiu (2017)
Source: http://www.sohu.com/a/281559772_100165979
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Baidu Index –
Interest trends
toward the
segments (1/2)
The number of searches of Baijiu reached
the highest point in January 2019, before the
Chinese New Year.
The search index of whisky rose
continuously from December 2018 and
reached the highest peak at the beginning of
February during the Chinese New Year.
The search frequency of
“Baijiu” from April 2018 to
April 2019 on Baidu index
The search frequency of
“whisky” from April 2018 to
April 2019 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
One week before the 2019
Chinese New Year
2019 Chinese
New Year
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Baidu Index –
Interest trends
toward the
segments (2/2)
The number of searches of brandy reached
the highest peak in 2019 Chinese New Year.
The number of searches of vodka reached
high points in June 2018 at the beginning of
Russia’s World Cup and February 2019
during the Chinese New year.
The search frequency of
“brandy” from April 2018 to
April 2019 on Baidu index
The search frequency of
“vodka” from April 2018 to
April 2019 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
2019 Chinese
New Year
2019 Chinese
New Year
Russia's 2018 World Cup
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Baidu Index – Semantic
analysis (1/4)
Baiju
Search index: low High
Search trends: rising trend declining trend
Baiju brands
Baiju agency
Agencies
Wholesale
Baiju wholesale
Franchise
Baijiu franchise
The agencies of
bulk Baijiu
Baiju
merchants
The franchise of
bulk Baijiu
Baiju
factories
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Baidu Index – Semantic
analysis (2/4)
Whisky
How to drink
whisky
Top 10 whisky brands in the world
Brandy
Scotch Whisky
The right way to
drink whisky
Whisky brands
Whisky ranking
Macallan
Whisky
List of Whisky
brands
Top 10 whisky brands
Search index: low High
Search trends: rising trend declining trend
Brands
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Baidu Index – Semantic
analysis (3/4)
Brandy
Whisky
Difference between
brandy and whisky
How to drink
brandy
What is brandy
Brandy brands
The alcohol by volume of brandy
CHANGY
U
The price of
brandy
CHANGYU’s brandy
White wine
How much is a
bottle of brandy
Search index: low High
Search trends: rising trend declining trend
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Baidu Index – Semantic
analysis (4/4)
Vodka
How to drink vodka
Price of Vodka
Absolut
Vodka
The alcohol by volume of vodka
Crystal Head Vodka
The advertising of
Absolut Vodka
What alcohol mix
vodka is tasty
The poster of
Absolut Vodka
How to make
vodka tasty
Search index: low High
Search trends: rising trend declining trend
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Consumer
Questions
On Zhihu and other platforms,
the most common questions
about spirits are:
• What are the main types of
spirits in the world?
• How to pick cost-effective
spirits brands?
• How to drink spirits?
• What are the most
convenient places to buy
high-quality spirits in China?
The 8 types of spirits in
the world, which one is
your favourite? Why?
The spirits produce tech
entered China’s market
in Yuan dynasty and
combined China’s
traditional alcohol
making technology, then
created Baijiu. It is one
of the 7 types of spirits
in the world, others are
Brandy, Whisky, Vodka,
Gin, Rum and Tequila.
Japanese sake actually
is not spirit.
Are there any Brandy
brands worth
recommending?
If you want to buy
Calvados and Cherry
Brandy, 200 RMB is
enough. But, those
VSOP (VERY SUPERIOR
OLD PALE) brandy
brands in China, such
as Rémy Martin and
Hennessy, are more
expensive.
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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Consumer positive
perceptions
On social media (Weibo and WeChat)
positive posts about spirits focus on the
following aspects:
1. Tasting good
2. Keeping warm and preventing colds
3. Preventing cardiovascular diseases
4. Relieving fatigue, tension and pain
Start your day with a nice cup of brandy, brandy is
called the “water of life” or the “milk of adult” in
France.
Drinking brandy in the early morning is not alcoholism,
because brandy has great benefit to human health.
Protecting blood vessels, help digest, pain relief,
prevent Alzheimer's Disease and detoxing.
Whisky has many advantages:
1. Preventing cancer 2. Relieving stress and anxiety
3. Delaying senescence 4. Strengthening memory
5. Help with weight maintenance
6. Warding off colds 7. Protecting the heart
8. Treating malaria (anti-inflammatory and pain relief
functions)
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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Consumer negative
perceptions
On social media (Weibo and WeChat)
negative posts about spirits focus on the
following aspects:
1. Easy to get drunk
2. Causes disease, especially for elderly
3. Causes weight gain
Part of an unhealthy diet – heavily drinking alcoholic beverages.
There are 7 calories per gram in alcoholic beverages, which are
far more than staple food (rice, bread and etc.).
Thus, long-term drinking leads to weight gain. Besides, drink
too much spirits will increase risk for hypertension and stroke,
damage the liver and lung, and cause intestinal ailment.
1. Harms the digestive system
Drinking too much spirits will hurt the oral cavity, stomach and
intestinal mucosa.
2. Harms the blood system
Baijiu has 40%-60% alcoholic content, which can depress cardiac
function, cause chest tightness, shortness of breath and cardiac
rhythm disturbances.
3. Harms the respiratory system
Baijiu can decrease the respiratory tract defense and case bronchitis.
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
Based on information from
Weibo and WeChat, Chinese
consumers normally purchase
spirits for the following
purposes:
• Drinking by themselves at
home or a bar
• Sharing with others, such as
friends, family, colleagues, at
parties and dinners
• Giving to family, friends,
clients etc. as gifts
• For cooking, as an additive
to remove fishy flavors
This picture is from
a Baijiu ad and
shared on WeChat.
Portraying Baijiu as
an ideal holiday gift
to parents.
The picture has been
taken from a user’s
home and shared on
Weibo. In this
picture, he is sharing
whisky with his
friends.
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Online trends :
consumer
perception
On Tmall/Taobao and JD, other than good taste, other
positive feedback includes nice packages and bottles,
authentic spirits, reasonable price and fast delivery.
Negative feedback focuses more on broken packages
and bottles, bad taste, fake products, high price and slow
delivery.
The package is nice and cute, the bottle is also good.
The Tequila tastes good, I like it.
The package of the whisky is very nice, no leaks and it
looks beautiful.
The spirit is nice, its price is reasonable. I already
bought several times, and will buy it again.
This is the worst alcohol I’ve ever drank. It became
bitter when I was drinking. That’s a problem.
The taste of the brandy isn’t good, it like cooking oil.
The packages were all broken, the additional cup is
smashed, I haven’t started to drink it.
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COMPETITION
ANALYSIS
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Market shares in
China
In the Baijiu market in China, the competition is fairly
stable. The top three brands occupied the high-end Baijiu
market in terms of their market shares (95%) in 2017.
The possible reason is that high-end Baijiu market has
high barriers (technology, costs, package design and
etc.) for common Baijiu brands.
Moutai
63%
WULIANGYE
26%
LUZHOULAOJIAO
6%
Others
5%
Market shares of high-end Baijiu brands in China
(2017)
Source: https://www.qianzhan.com/analyst/detail/220/190222-3b7ca28d.html
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Competition
analysis: Baijiu
On Taobao/Tmall, most brands sell Baijiu through their
own official stores and online distributors on those e-
commerce platforms.
The Baijiu sales on Taobao/Tmall are cyclical, every
year’s Spring Festival (Chinese New Year) is a boom for
Baijiu sales.
Brands
Countries of
origin
Sales on
Tmall/Taobao in
March 2019
Top seller
price on Tmall
Price range on
Tmall/Taobao (RMB)
WULIANGYE
(五粮液)
China 58,252 bottles 196 RMB 9.9 to 17,999
YANGHE
(洋河)
China 32,411 bottles 209 RMB 14.9 to 6,396
MOUTAI
(茅台)
China 31,042 bottles 1,368 RMB 49 to 99,880
FENJIU
(汾酒)
China 42,628 bottles 268 RMB 39 to 6,480
Source: taosj.com
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Competition
analysis: Brandy
The sales of China’s brand are slightly higher than
international brands on Taobao/Tmall, but the price is
significantly lower.
Popular international brands are usually from France. Their
high-end images, good quality and appealing package
designs attracted a large number of Chinese consumers.
Source: taosj.com
Brands
Countries of
origin
Sales on
Tmall/Taobao in
March 2019
Top seller
price on Tmall
Price range on
Tmall/Taobao (RMB)
ZHANGYU
(张裕)
China 5,008 bottles 45 RMB 30 to 2,588
Rémy Martin
(人马头)
France 4,051 bottles 269 RMB 52 to 22,880
Martell
(马爹利)
France 4,237 bottles 249 RMB 49 to 38,888
Passton
(派斯顿)
France 4,419 bottles 128 RMB 69 to 21,000
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Competition
analysis: Whisky
UK (Scotland) and the USA are the original countries of
popular brands on Taobao/Tmall. Due to good reputation,
flavor, high-end images and fashionable package designs,
their sales are quite high.
There are a few Asian brands (such as Japanese) selling on
Taobao/Tmall, but their sales are much lower than Western
brands.
Source: taosj.com
Brands
Countries of
origin
Sales on
Tmall/Taobao in
March 2019
Top seller
price on Tmall
Price range on
Tmall/Taobao (RMB)
Johnnie Walker
(尊尼获加)
UK 20,511 bottles 280 RMB 69 to 28,500
Chivas
(芝华士)
UK 14,078 bottles 139 RMB 18 to 3,518
Suntory
(三得利)
Japan 4,014 bottles 158 RMB 85 to 29,888
JACKDANIELS
(杰克丹尼)
USA 21,697 bottles 168 RMB 59.9 to 5,999
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Competition
analysis: Vodka
Stores on e-commerce platforms like Taobao/Tmall and
JD are significant sales channels.
By the upscale images, wonderful taste and creative
advertising, Absolut Vodka has been the most popular
vodka brand and attracted many high-income consumers
in China, although its price is relatively high.
Source: taosj.com
Brands
Countries of
origin
Sales on
Tmall/Taobao in
March 2019
Top seller
price on Tmall
Price range on
Tmall/Taobao (RMB)
Absolut Vodka
(绝对伏特加)
Sweden 19,568 bottles 109 RMB 24 to 1,099
Skyy
(深蓝)
USA 15,007 bottles 49 RMB 32 to 350
Smirnoff
(斯米诺)
Russia 7,066 bottles 44 RMB 25.5 to 263
Spirytus
(生命之水)
Poland 8,665 bottles 69 RMB 48 to 432
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E-commerce
landscape of Baijiu
As one of the most common
spirits in China, Baijiu has a
very large price range on
Tmall.
Products with high sales
usually have relatively low
prices, which means the price
is still an important criteria for
buying Baijiu on Tmall
Most expensive SKU Cheapest SKU
Top seller SKU
•Xiakechuanqi (侠客传奇)
•60.8 RMB
Top selling
SKU
•Low: 29.9 RMB
•High: 119,800 RMB
Price range of
the category
•0.025
•Market is driven by price
Ratio top
selling price vs
average price
•Around 2388.5 RMBAverage price
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Business cases – Bacardi (百加
得)
Digital activity
As one of the biggest spirits
brands in the world, Bacardi
mainly offers Rum and cocktail
to consumers. The content of
its official website consists of
different products, company
stories, marketing campaigns
and distributors.
By building partnerships with
JD (one of the largest e-
commerce platforms in China),
Bacardi has increasingly
attracted young consumers in
China.
https://www.bacardi.com/uk/en/
Platform Presence
Official
account
Volume (sales, product
reviews or traffic)
Bacardi.com Yes Yes 193,207 visits per month
Tmall Yes No
29,605 sold bottles in March
2019
JD.com Yes Yes More than 2 million comments
Kaola Yes No No followers
Pinduoduo Yes No Daily sales are 0
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Business cases – Bacardi (百加
得)
E-reputation in China
On the e-commerce platforms
(Taobao/Tmall, JD and etc.) and
social media (Weibo and
WeChat), positive feedback
consists of nice packages, good
quality, fast delivery, delicious
and good service.
Negative feedback focuses on
bad quality and high price.
On social media platforms,
Bacardi mostly releases
information about its new
arrivals and important events
/marketing campaigns such as
competitions, discount activities
etc.
Platform Presence Followers
Posting frequency
in April 2019
Wechat Yes 24,185 3 posts
Weibo Yes 104,392 3 posts
Nice packages
Delicious
This post is about the 7th Bacardi
legacy cocktail competition final
in China. The competition was
held in February 2019, Shanghai.
Good quality Fast delivery High value for
money
Good services No weird smell The quality is so-so
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Business cases – Martell (马爹利)
Digital activity
Martell is a famous brandy brand
in the world, the main content of
its official website consists of its
products, brand stories,
knowledge of brandy and etc.
Martell is devoted to build a high-
end image and attract young
people in China by launching
fashion week parties and using
Chinese celebrities as
spokespeople. The brand also
actively cooperates with Tmall, it
joined the “Tmall Super Brand
Day” (a highly-anticipated Prime
Day sale event from Alibaba) in
April 2019.
https://www.martell.com/zh-cn
Platform Presence
Official
account
Volume (sales, product
reviews or traffic)
Martell.com Yes Yes 134,829 visits per month
Tmall Yes Yes 4,237 sold bottles in March 2019
JD.com Yes No More than 1 million comments
Kaola Yes No No followers
Pinduoduo Yes No Daily sales are 0
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Business cases – Martell (马爹利)
E-reputation in China
On the e-commerce platforms
(Taobao/Tmall, JD and etc.) and
social media (Weibo and
WeChat), positive feedback
consists of nice packages, good
quality, fast delivery, good
tasting, smell and services.
Negative feedback focuses on
bad taste and broken packages.
On social media platforms,
Martell mostly posts its video
ads, the introduction of new
arrivals and marketing
campaigns (join the Tmall Super
Brand Day, 300th anniversary in
Shanghai and etc.) in China.
Platform Presence Followers
Posting frequency
in April 2019
Wechat Yes 64,025 2 posts
Weibo Yes 7,545 11 posts
Nice packages
Good taste
This post is about Martell joined
the “Tmall Super Brand Day” (a
highly-anticipated Prime Day sale
event from Alibaba) in April 2019.
The main product was Martell XO
during the event.
Nice quality Fast delivery
Nice service Good smell
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Business cases – Chivas (芝华士)
Digital activity
The official website of Chivas
shows its main products (whisky)
and brand stories.
The brand is targeting the night
clubs, bars and KTV as the main
sales channels in China and it
often promotes products by
music shows and parties.
By using Kris Wu (吴亦凡, a
famous Chinese actor and singer)
as spokesman, Chivas attracted
many young consumers who
pursue fashionable lives.
Through cooperation with the
NBA, the brand successfully
increased its sales in China as
basketball is very popular in
China.
http://www.chivas.com.cn/zh-CN
Platform Presence
Official
account
Volume (sales, product
reviews or traffic)
Chivas.com.cn Yes Yes 142,164 visits per month
Tmall Yes Yes
14,078 sold bottles in March
2019
JD.com Yes Yes More than 3 million comments
Kaola Yes Yes 1,551 followers
Pinduoduo Yes Yes Daily sales are 0
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Business cases – Chivas (芝华士)
E-reputation in China
On the e-commerce platforms
(Taobao/Tmall, JD and etc.) and
social media (Weibo and
WeChat), positive feedback
consists of a pure taste, good
quality, authentic products,
cheap, new production dates
and not being easy to get drunk.
Negative feedback focuses on
bad quality and high price.
Chivas usually posts video ads
and introduction of important
events (parties, concerts, raffle
activities etc.).
Platform Presence Followers
Posting frequency
in March 2019
Wechat Yes 35,650 3 posts
Weibo Yes 128,663 8 posts
This post is about the getting free
cocktail from Hema Xiansheng (盒
马鲜生) by following the WeChat
account of Chivas in April 2019. It’s
also the beginning of partnership
between the two brands.
Pure taste Good quality Authentic products Cheap
Not easy to get
drunk
The production
date is new
The quality is so-so
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Comparing online
interest for leading
brands
On Baidu index, Chivas showed the highest search
frequency and its search index was significant high in
November 2018 when the brand used the famous Chinese
actor KRIS (吴亦凡) as its new spokesman.
On WeChat index, Martell showed the highest search
frequency in March 2019 when the brand launched “Be
Curious” restaurant in Guangzhou.
The search brands are
Bacardi
Martell
Chivas
Absolut Vodka
Suntory
The search brands are
Bacardi
Martell
Chivas
Absolut Vodka
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Advertising case
study – Chivas
This video uses KRIS Wu (吴亦
凡) as spokesman, which means
it targets the young audience in
China, since KRIS Wu is very
popular among post-90s people.
The video ad mainly highlights
the whisky of Chivas can
effectively fit various occasions
in consumers’ lives and show
their good taste in spirits.
Besides, the video implies the
whisky can blend different life
scenes for consumers and help
them successfully get diversified
and fashionable lifestyles.
https://v.youku.com/v_show/id_XMzk4NTU1MTEyOA=
=.html?spm=a2h0k.11417342.soresults.dtitle
The advertising video used KRIS Wu (吴亦凡, popular Chinese actor and singer) as
spokesman, and it consists of four scenes: 1. Performing 2. Basketball (sports) 3.
Working in a studio 4. Party (social life). At the end part, the ad highlighted the slogans
of Chivas: “Success is A Blend “.
In the four scenes, Chivas’ whisky is always with the character, which impliedthe
brand’s whisky can meet consumers’ demands in different occasions
Only for the audience in
China
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Brand naming –
case studies
The Chinese names of spirits
brands generally contain two
meanings:
• Implies consumers will
have good luck and wealth
after they bought products
of the brand.
• Highlights the brand’s
spirits have good quality
and tastes.
Most Chinese names of spirits
brands are easy to remember
(for consumers) and they
usually express good wishes
to consumers.
• In this brand’s Chinese name, “百事” means
“every thing” and “吉” means “lucky”.
• The Chinese name implies the brand can
provide good fortune to its consumers.
百事吉
(Bisquit)
• “百” means “hundred”, “龄” means “age”
and “坛” means “jar” (Chinese people used
jars to store alcohol in ancient time)
• The Chinese name highlights the long
history of the brand.
百龄坛
(Ballantine)
Justification
/ reason /
detail #1
• “必” means “must/certain”, “富” means “rich”
and “达” means “arrive”.
• The Chinese name wishes Beefeater’s
consumers will have wealth in the future.
必富达
(Beefeater)
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DISTRIBUTION&
PROMOTION
ANALYSIS
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Distribution
channels of spirits
suppliers in China
For China’s spirits suppliers, online and offline are both
important distribution channels. Many spirits brands sell
their products through Taobao/Tmall and JD, some of them
built their own e-commerce platforms.
The most common offline channels in China are specialized
liquor and tobacco stores, especially for Chinese Baijiu.
Spirits suppliers
Online
E-commerce platforms operated by liquor
brands
The third party e-commerce platforms
(such as Tmall/Taobao and JD)
Offline
Specialized liquor and tobacco stores
Liquor counters in supermarket and
shopping mall
Restaurants, KTVs and bars
Wholesales market
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Online retail
Coverage in China
The number of Baijiu, Brandy
and Whisky brands on JD is far
more than Tmall/Taobao, mainly
due to the higher requirements
and deposit from Taobao/Tmall
for those brands want to enter
the platform.
Many brands have built official
stores on those e-commerce
platforms (such as
Taobao/Tmall and JD) and they
frequently launch discount
activities (like 100 RMB off
when purchasing over 300
RMB).
Market
segments
Number of
brands selling on
Tmall/Taobao
Number of
brands selling
on JD
Baijiu 199 630
Brandy 199 279
Whisky 199 324
Rum 126 101
Gin 121 97
Vodka 194 161
Tequila 103 42
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Offline retail:
Coverage in
Shanghai
The main offline sales channels for spirits in China are
bars, specialized alcohol stores, wholesales market,
restaurants and supermarkets. We use them as
examples of offline distribution channels for spirits in
Shanghai.
Baidu Map: 630 results Dianping: 2,581 results
Stores
Number in
Shanghai
Bars 2,581
Specialized
alcohol and
tobacco
stores
630
Wholesales
market for
alcohol
220
Specialized alcohol
and tobacco stores Bars
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On-the-shelf:
representation of the
category in stores
In China, consumers usually
purchase spirits from dedicated
alcohol stores, supermarket,
bars, KTV, night clubs and
restaurants.
In those places, spirits are
organized on shelves by
different types (Baijiu, Brandy,
Whisky and etc.), among them,
Chinese Baijiu is separated from
other spirits by placing on
independent shelves or areas.
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Online sales:
volume
assessment
On Taobao/Tmall, the sales of Baijiu are much higher
than other types of spirits, which means Baijiu is still
favored by most Chinese consumers.
Whisky is also very popular in China (except Baiju) since
it appeals to Chinese people’s tastes and has a
reasonable price.
1.19
0.16
Baijiu Whisky
Sold items of spirits on Taobao/Tmall
(million bottles–March 2019)
48.59 45.76
74.52
19.71 16.78
Brandy Rum Vodka Gin Tequila
Sold items of spirits on Taobao/Tmall
(thousand bottles–March 2019)
Whisky
Main brands
Way of ranking: general, popularity, new arrivals, sales and price
Categories
Source: taosj.com
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Promotion channels to
leverage for international
brands in China
Dedicated Websites/Apps:
Jiuxian.com (酒仙网)/
Jiuxian.com app
Maijiuwang.com (买酒网)/
Maijiuwang.com app
Zhongjiu.cn (中酒网)/
Zhongjiu.cn app
GJW.com (购酒网)/ GJW.com
app
Specialized Magazines:
Wine Now Monthly (酒经)
Food & Wine (美食和美酒)
Foodszs (糖烟酒周刊)
Jiuxian.com (酒仙
网) is a specialized
alcoholic
beverages website,
it mainly provides
different types
spirits.
Wine Now Monthly
(酒经) is a popular
magazine focusing
on most kinds of
alcohol, spirits are
important parts of
the magazine.
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KOL landscape in
China
For international brands, KOLs
are a huge part of alcoholic
drinks promotions, and spirits
consumers are easily
influenced by KOL’s shared
opinions and experiences.
China’s KOLs, who usually
post content about spirits on
Weibo, mainly consist of
alcohol KOLs, tourism KOLs
and managers of alcohol
companies.
This is the Weibo
account of a well-
known alcohol KOL.
The KOL have many
posts about spirits
brands, such as
new arrivals and
marketing
campaigns in China.
The KOL has
2,896,880 followers
on Weibo.
The is the Weibo
account of an
alcohol and health
KOL. The KOL
mainly posts info
about different
types of alcohol
(brands, tastes,
price and etc.).
Spirits are
important parts of
his posts. The KOL
has 986,305
followers on Weibo.
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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MARKET
TREND
ANALYSIS
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MARKETTRENDS
More and more international brands are targeting young consumers (post-90s)
by building fashionable images, since they have enormous consuming
potential and willing to pay for fashionable lifestyles.
Mobile shopping apps are creating new distribution channels for many brands,
international brands are trying to increase their sales through the rising mobile
shopping in China.
KOLs and social media platforms have a huge influence on consumers’
purchasing, many spirits brands are trying to effectively promote their
products and engage with consumers through them.
I.
II.
III.
Young consumers (post-90s)
Mobile shopping apps
Social media and KOLs
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