Ming Yii’s areas of expertise

• B2B market research, including market sizing, due diligence, and market entry strategy
• Emerging industries in China
• Chinese companies and international expansion
• China and Southeast Asia market dynamics

Industries of expertise

• Retail and e-commerce
• Technology and digital platforms
• Healthcare and medical aesthetics
• Food and beverage
• Financial technology and digital payments

Ming Yii’s China market research and consulting work

Ming Yii’s consulting work combines market research, consumer analysis, competitive intelligence, and strategic analysis to help companies understand changing opportunities in China and across Asia.

Her work covers both established industries and emerging markets, with particular experience in sectors being reshaped by technology, changing consumer behavior, and new business models.

Projects Ming Yii has accomplished through her work with Daxue Consulting:

• Cybersecurity expansion strategy in Asia: Built a market-entry and expansion strategy for India and Indonesia, including vertical prioritization, competitive landscape mapping, legal-structure considerations, stakeholder fact sheets, and 200+ expert and decision-maker interviews across supply and demand sides.
• Automotive UX and consumer research: Led consumer research and prototype testing for automotive interfaces, e-mirrors, mobility behavior, car ownership, interiors, and accessories, combining in-depth interviews, focus groups, usability tests, questionnaires, and expert interviews to inform R&D and product innovation.
• Global F&B ingredient and product innovation strategy: Assessed market potential, product attractiveness, pricing, R&D opportunities, and B2B customer criteria for food ingredients, fresh-made beverages, confectionery, citrus, fruit, probiotic claims, cheese products, and premium condiments across China and APAC markets.

Examples of topics covered through her research and consulting work include:

• China retail and e-commerce. Analysis of how Chinese consumers are changing the way they shop, how physical retail is responding to the growth of e-commerce, and how platforms such as Xiaohongshu, Douyin, JD, and Meituan are reshaping consumer discovery and purchasing.
• China’s technology and AI economy. Research into China’s AI ecosystem, enterprise AI adoption, digital healthcare, and the competitive dynamics between major Chinese technology platforms.
• China healthcare and medical aesthetics. Analysis of digital healthcare, AI-enabled healthcare services, China’s medical aesthetics industry, and the growing interest of international consumers in China’s healthcare and beauty services.
• Consumer goods and FMCG. Research covering China’s beverage, food, cosmetics, household appliance, OTC medicine, and other consumer markets, with a focus on market structure, consumer demand, product positioning, and growth opportunities.
• Chinese consumer behavior. Analysis of changing consumer attitudes across generations, including younger consumers, China’s growing senior consumer segment, and the ways social media and digital platforms influence purchasing and lifestyle choices.
• China and Southeast Asia. Research into the international expansion of Chinese technology and consumer companies, as well as the competitive and geopolitical considerations surrounding Chinese technology in Southeast Asian markets.

China market research thought leadership

Ming Yii regularly writes and edits research on China’s consumer economy, emerging industries, technology, retail, healthcare, and market trends for Daxue Consulting.

Her recent work has covered a broad range of Chinese industries, including:

Technology, AI and digital platforms

• Tencent AI: Can ecosystem reach beat model performance in the enterprise market? — examining how Tencent can turn its AI capabilities and ecosystem into enterprise value.
• Quick commerce is restructuring the e-commerce market in China — analyzing the shift toward instant delivery and what it means for brands and channels.
• What growth looks like in China’s household appliances market — examining replacement demand, smart-home adoption, overseas expansion, and new retail channels.
• World Cup business opportunities in China — analyzing the commercial opportunities surrounding the 2026 World Cup for Chinese consumers and brands.

Consumer goods and FMCG

• Chinese drink’s evolution: Health, hype, and the fall of sugar — examining China’s shift toward healthier, lower-sugar and functional beverages.
• The oat milk market in China — analyzing the transition of oat milk from a premium niche into a more competitive mass-market category.
• Challenges of China’s low-GI food market — examining how brands are making low-GI products more relevant and understandable to Chinese consumers.
• China’s organic cosmetics market — analyzing consumer demand, regulation, product claims, and competition between domestic and international cosmetics brands.

Retail, fashion and lifestyle

• China’s fashion industry: Growth returns, but selective — examining China’s increasingly selective fashion consumers, the evolution of guochao, sustainability, and the changing role of retail and e-commerce.
• Affordable fashion in China: Chinese Gen Z is paying for feelings — exploring the role of identity, emotion, affordability, and social media in Chinese Gen Z fashion consumption.
• China’s gelato market: How a chain made it scalable in China — analyzing localization, consumer behavior, retail expansion, and operational challenges in China’s gelato market.
• China’s OTC medicine market — examining how China’s healthcare market is fragmenting by consumer need, life stage, city tier, and treatment occasion.

China Market Research & Industry Reports

Ming Yii contributes to Daxue Consulting’s research across a wide range of Chinese industries, combining primary and secondary research with market analysis and strategic interpretation.

Some of her recent public research reports:

• What global companies need to know about the rise of Chinese companies
• China’s silver economy
• The consumers of China’s emerging-tier cities
• ASEAN x China business relations

Her work also includes editing and developing research alongside other Daxue Consulting analysts. For example, she edited Daxue’s research on China’s tennis market, while other recent reports list her as author or co-author.

Media Coverage & Expert Commentary

Ming Yii is regularly quoted by international and regional media on China’s consumer economy, retail, technology, healthcare, digital platforms, and emerging consumer trends.

Her media commentary has appeared in publications including CNA, The Straits Times, Business Times, Jing Daily, Tech in Asia, CKGSB Knowledge, Digital Journal, The Economist, and other international media outlets.

Chinese Consumer & Lifestyle Trends

• CNA – China’s ‘silver-haired bloggers’ rewrite what it means to age — discussing the appeal of China’s older social-media creators and their cross-generational influence.
• The Straits Times – Chinese malls hold quirky contests to draw shoppers as footfall slows — explaining why physical retailers are increasingly selling experiences rather than simply products.
• The Economist – China’s hottest new look: the facekini — commentary on changing Chinese beauty and consumer trends.

Technology, E-commerce & Digital Economy

• CKGSB Knowledge – Mobile payments in China: A look at the future of digital payments
• Jing Daily – Chinese e-commerce in Southeast Asia
• Tech in Asia – TikTok’s local services play ignites an ‘everything war’ in Southeast Asia
• The Business Times – Asian firms divided on Chinese AI as geopolitics bite — discussing how businesses in Asia evaluate Chinese AI solutions based on practical value, business fit, local support, and geopolitical considerations.

Healthcare & Beauty

• CNA – Why overseas cosmetic patients are turning to China’s ‘born-with-it’ beauty philosophy — commenting on the emerging but still relatively small market for international medical-aesthetics patients in China.
• Business Times – Jack Ma-backed Ant bets on AI health in China’s healthcare market — discussing the challenge of achieving sustainable monetization in China’s digital healthcare market.
• BioSpectrum Asia – Cancer diagnosis, accelerated by AI — providing commentary on the use of AI in medical diagnosis in China.

Chinese Companies & International Expansion

Ming Yii also comments on the international expansion of Chinese technology and consumer companies, particularly the opportunities and challenges they face in Southeast Asia and other overseas markets.

Her commentary has covered Chinese e-commerce companies, digital platforms, AI companies, and the growing role of Chinese technology in international markets.

Work with Ming Yii

Looking for expert insight into China’s consumers, emerging industries, technology, retail, e-commerce, healthcare, or market opportunities? Contact Daxue Consulting at dx@daxueconsulting.com to discuss China market research, consumer insights, competitive analysis, or a custom research project.

For media inquiries, please contact Daxue Consulting’s China market insights team at press@daxueconsulting.com.