Guerlain’s fragrance strategy in China: From skincare trust to fragrance authority
In 1993, Guerlain’s fragrance strategy in China was based on a contradiction: although founded in 1828 and renowned for its fragrance heritage, the French maison emphasized skincare over fragrance in the Chinese market. Its local growth was primarily driven by skincare and cosmetics, causing a tension between its global fragrance legacy and its market positioning […]
Beyond sugar-free: What’s next for the soft drinks market in China
The soft drinks market in China encompasses ready-to-drink, non-alcoholic beverages (including concentrates) with 0.5% or less of ethanol. It includes bottled water, fruit and vegetable juices, protein beverages, carbonated beverages (sodas), and others, for a total of 11 major categories. The industry is undergoing a fundamental transformation: growth is shifting from volume to value and […]
Manner Coffee: Can a premium-accessible chain keep its edge in a brutal coffee market?
From a tiny Shanghai storefront to 2,000 locations, Manner Coffee has become a prominent player in China’s coffee market. Its model is built around accessible specialty coffee, minimalist design, and lifestyle collaborations that align with the rise of coffee consumers in China’s tier-1 cities. However, this balance is becoming harder to maintain. Competitions among coffee […]
Sports footwear in China: International vs. local brands
For most of the past fifteen years, the real contest in China’s sports footwear market was between Nike and Adidas. That has changed. China’s sports footwear market reached RMB 229 billion in 2024, and the brands competing for it look nothing like they did a decade ago. ANTA Sports, the company behind FILA’s premium sneakers, […]
Beyond experience, the next frontier is brand education in China
Every luxury brand in Shanghai now has a café, which is why the café concept no longer says as much as it could have said about your brand. At Daxue Consulting, we’ve identified that the next frontier is brand education – to build an educational system to teach how to “live” the brand promise. The impact […]
The oat milk market in China: Inflection point from premium pioneer to mass-market battleground
The oat milk market in China reached RMB 14.53 billion in 2024, up 35-fold from RMB 410 million in 2018 and reached RMB 20.98 billion in 2025. China’s broader plant-based milk market, including soy, almond, and coconut alternatives, grew alongside oat milk but at a slower rate. Lactose malabsorption is widespread among Chinese adults, creating […]
RTD market trends in China: The emergence of a health-conscious consumer
Four criteria influence Chinese beverage consumers’ decisions (N=1,168, 2026 April) when purchasing ready-to-drink (RTD) drinks. When asked to select influencing factors (multiple choice), 41% cited taste, while 35% cited each of safety, health attributes, and functional benefits. And finally, functional benefits at 35%. It is reasonable to assume that a beverage combining these various requirements […]
174,000 openings, 137,000 closures in a year: The evolution and uncertain future of Chinese modern tea sector
The Chinese modern tea sector has matured significantly since 2020, completing a transition from a volume-driven expansion model to a quality-focused era. In terms of growth, we can see this reflected in the shift from an average growth rate of 24.9% CAGR between 2017 and 2022 to a growth rate of 6.4% in 2024. The […]
From volume to value: Chinese instant noodle market enters a new phase of competition
In today’s fast-paced urban life, time has become increasingly fragmented. Long working hours, commuting, and digitally connected lifestyles leave many Chinese consumers with limited time to prepare meals at home. As a result, convenience has become a key factor shaping daily food choices. While Chinese food delivery platforms have expanded rapidly, instant food continues to […]
Chinese anti-aging market is no longer about age, it’s about timing, ingredients, and precision
In China, conversations around aging are starting earlier and becoming more specific. It is increasingly common to see younger consumers paying attention to subtle skin changes, while older groups focus on maintaining overall condition rather than reversing it. At the same time, people are becoming more selective in what they use. Consumers are reading ingredient […]
The olive oil market in China: Driven by health-oriented consumers
Olive oil in China has long been called “liquid gold.” It is cold-pressed directly from fresh olives without heating or chemical processing, preserving its natural nutrients. Olive oil is considered one of the most nutritionally beneficial fats discovered to date. Primarily because it is rich in oleic acid, a monounsaturated fatty acid, which accounts for […]
How Decathlon adjust to new consumer trends in China
Decathlon opened its first store in Shanghai in 2003 and has been an integral part of China’s retail scene. As the consumer landscape evolves, Decathlon has shifted its strategy. From focusing on expanding its store count, the company now aims to increase profitability and strengthen its connection to local communities. With competition heating up and […]