Allison’s China market research work

Allison’s consulting expertise covers the consumer goods sector including market entry, brand audit, RTM strategy, consumer research and more. Examples of Allison’s work are as follows:

• Market opportunity assessment for a major global athletic-apparel brand. Designed and oversaw research that identified a multi-billion US dollar market opportunity and informed growth strategy.
• China innovation and feasibility research for a global sports equipment retailer. Designed and oversaw the execution of a nation-wide study on sports equipment, impacting their China retail and product assortment strategy.
• Sustainability consumer trends analysis for a Prestigious French Luxury House. Led consumer research identifying the top drivers of sustainable fashion consumption, giving the house the information needed to market their sustainable products in China.
• Brand and product audit for a Major Global Beauty Conglomerate. Created an audit framework identifying upgrade opportunities for a $100M+ product line.

Areas of expertise

• China market research design
• China market opportunity assessment
• China consumer insights
• China consumer trends
• China retail trends
• Market entry and growth strategy
• Chinese companies expanding internationally
• US consumption of Chinese products

Industries of expertise

• Sports, fitness, and leisure
• Food and beverage
• Beauty and personal care
• Luxury and fashion
• Fast-moving consumer goods

China Market Research Thought Leadership

Allison has guest-authored articles for the American Chamber of Commerce, the German Chamber of Commerce, and reputable Asia-luxury news outlet, Jing Daily. As an executive editor to Daxue Consulting’s own China market insights news, Allison writes about emerging trends in China’s consumer economy, with particular expertise in sports, wellness, luxury, fashion, retail, and lifestyle.

Sports and wellness

• Wellness is the new luxury in China covering the shifting aspiration signals in China, and how they are shifting from physical goods like purses and cars to health and wellbeing.
• China’s golf market and how it is developing differently from the west.
• The tennis market in China and the revolving tennis fashion market.
• The new era of sports in China, and the boom of China’s sporting industry post-2020.

Luxury and apparel

• China’s underwear market analysis and what causes the market to be so fragmented.
• The market for affordable luxury in China and which brands are winning the segment.
• Investment driven luxury in China, what pieces are China’s wealthy consumers investing in?

China’s economy

• Explanation of how China’s stock market works, and why it seems to lag behind the country’s economic growth.
• China’s consumption stimulus in 2026 and what it means for consumers and brands in China.

China Market Research Reports Led by Allison

Allison has overseen the research and publication of 50+ China market reports during her time at Daxue Consulting, selected reports are below:

• The shifting dynamics of luxury in China – 2026
• China mall innovation – 2026
• What global companies need to know about the rise of Chinese companies – 2026
• China beauty trends – 2026
• The consumers of China’s emerging-tier cities – 2025
• China’s pet economy – 2025
• China winter sports market – 2025
• China summer sports market – 2024
• China’s samples economy – 2024

Allison frequently gives keynote speeches on China consumer and market insights, leveraging both the above report insights and custom insights.

Keynote speech on China’s winter sports market for the EU Chamber of Commerce in Shanghai.

Keynote speech on Chinese Gen Z consumer trends with KES – Brazil.

Media Coverage & Expert Commentary

Allison is regularly quoted by international media on China’s consumer economy, retail and FMCG markets, lifestyle trends, sports, fashion, and the international expansion of Chinese companies.

CNN on China’s loneliness economy

Chinese Consumer & Lifestyle Trends

• CNN – Karaoke for one: China’s $1 trillion ‘loneliness economy’ gives a glimpse of the world’s future
• CNBC – Not just buying ‘things’: Why China’s emotional economy is on the rise

China Food & Beverage

• Business Insider – American fast-food giants are going big on a China wager, betting they can get the country’s new middle class to love them back
• The Straits Times – Once a status symbol, Starbucks cuts prices on its tea-based drinks to woo Chinese consumers

China Sports & Fashion

• Business of Fashion – How China’s Fashion Industry Is Leveraging the Olympics
• Insider Retail – How Chinese brands are winning the Olympic marketing games
• SCMP – Chinese brands enter Olympics marketing ring, vying for gold on global stage
• The Straits Times – When Goliath sues David: China’s trademark wars test public sympathy
• The Walrus – Canada Goose Built a Luxury Empire by Betting Big on China
• Bloomberg – How Crocs became the right fit for Chinese Gen Z

Chinese Companies & Global Expansion

• CNBC – China’s homegrown coffee giants are brewing up a U.S. expansion
• Business Insider – China’s biggest apps are inviting the West closer into its insular internet economy
• Forbes – 6 Women Shaping Sustainability In China’s Fashion Sector
• Business Insider – Hot water, boiled apples, and house slippers: Why some Americans are going all in on ‘Chinamaxxing’

Work with Allison

Looking for expert insight into China’s consumers, consumer trends, or market opportunities? Contact Allison at dx@daxueconsulting.com to discuss China market research, consumer insights, or a custom presentation on China’s consumer market. For media, please reach out to press@daxueconsulting.com to get in touch with our China market insights experts.