Ramen Talk: The Chinese ramen brand filling the gap between ‘instant’ and ‘gourmet’
Ramen Talk, founded in Shanghai in September 2016, is an instant noodle company that aims to make restaurant quality comparable noodles. In April 2017, the Chinese instant noodle brand completed a 4 million RMB angel financing. Its GMV reached 250 million RMB in 2019, ranking first on Tmall list of instant food category. Download our […]
Coffee Pls, the Chinese instant coffee brand that’s crazy for co-branding
Coffee Pls, founded in 2014, is a Chinese coffee brand that focuses on affordable, high quality instant coffee in portable packaging. With a brand concept of “boutique and portable”, its main target market is female between 22 and 30 years old. In 2015, Coffee Pls entered Tmall and opened a flagship store. In 2020, the […]
Gardening tools market in China: Rapid expansion driven by urbanization
The gardening tools market in China has grown substantially in the past 5 years. According to a report by ASKCI, the market size for gardening tools in China has grown from less than 600 million RMB in 2014 to more than 850 billion RMB in 2019, at a CAGR of 7.6%. The market is expected […]
C-beauty gone global: Behind Perfect Diary’s western market entry strategy
If you are looking for a brand that best represents the craze of C-beauty consumption in 2020, Perfect Diary has no rivals. Founded in 2017, the Chinese makeup brand Perfect Diary gained widespread support on social media, with its unique brand positioning “high-end quality at a lower price point”. Its products mainly range from lipsticks, […]
Feiyue’s global success proves the demand for Chinese cultural exports
From the first registration of the Feiyue trademark in China in 1958, to 2006 when Patrice Bastian bought Feiyue’s trademark ownership in the European Union, and then to the renewed popularity of Dafu Feiyue after innovation by the inspiration of Culture Matters (CM), the Chinese street shoe brand’s road to international fame is anything but […]
NIO market strategy: The “golden child” in the Chinese EV industry challenging Tesla
NIO (蔚来汽车, which translates to “Blue Sky Coming”) is a leading premium EV maker in China. As a young company founded in 2014 by William Li, who is dubbed the “Elon Musk of China”, NIO has received investment from tech giants like Tencent and Baidu and has eventually become the leader in China’s homegrown EV […]
Survey on health perceptions in China: The results are in – TCM hasn’t lost it’s charm, carbs are healthy, meal replacement is in, and keto is out
With the development of economy, Chinese pay more attention to their health and are willing to pay more on health products. Correspondingly, health perceptions in China are becoming more scientific and the country is rapidly becoming the world’s largest market for healthy eating. Daxue consulting conducted a survey to learn more about the promising wellness […]
Ingredient-based skin care market in China reaching Chinese “Skintellectuals”
A new term on the Chinese internet is 成分党， pronounced “cheng fen dang”, which points to the tribe of skincare consumers in China known as “Skintellectuals”. This consumer tribe are ingredients-oriented and thoroughly research skincare products before purchasing. The ingredient-based skincare market in China precisely targets this knowledgeable consumer group. Like makeup, skincare, selfies, topics […]
The results are in: The most nostalgic IP in China you want to co-brand with
Nostalgia marketing has proven to be one of the most effective marketing strategies in China. After observing successful strategies over the years, we have found that one of the most efficient ways to do nostalgia marketing is through Co-branding with nostalgic IP in China. To learn more about what young Chinese’ nostalgia triggers are, daxue […]
Market Tidbits transcript #6: Nostalgia marketing in China
Allison Malmsten, media manager at daxue consulting, is talking with Grace Yu, project manager at daxue consulting, about nostalgia marketing in China. Our full findings are available for you to download! What is nostalgia marketing? Grace Yu: Nostalgia marketing is appealing to the emotions people felt between the ages of 12 and 22. During this […]
Personalization and customization in China: Is it worth the effort and how to create a campaign
China is on the path to becoming the largest luxury market in the world. According to a McKinsey report, China will contribute 40% of the world’s consumption of luxury goods by 2025, and it has already become the biggest market for many luxury brands. At the same time, foreign apparel brands have been expanding rapidly […]
Keys to nostalgia marketing in China: Qualitative research on what makes Chinese millennials and gen Z nostalgic
Nostalgia marketing aims to capture customers’ attention by appealing to cherished memories. Nostalgia marketing is done through returning to concepts from an earlier phase in target consumers’ lives like family, holidays, and school, through triggers like music, tastes and images, or through pairing with popular brands, products and icons from childhood and early adulthood. From […]