“土” is in: How a beverage brand makes corny rural-style advertising cool again
Starting with a viral popularity of its corny theme song, MXBC (Mi Xue Bing Cheng 蜜雪冰城), a beverage brand known for its cheap drinks, became a phenomenal hit among Chinese Gen Z in 2021. MXBC infused a brainwashing jingle and catchy lyrics into their theme song, triggering a wave of parodies and short videos on […]
The juice market in China: is premiumizing to healthier products after stagnant growth
As the top fruit and vegetables producer in the world, one could expect the juice market in China to flourish alongside the country’s economic growth. However, data shows that the Chinese juice market has stagnated in recent years. While exports are booming, domestic consumption of fruit and vegetable juice have stopped the growth it had […]
The oat milk market in China: From cafés to nation-wide e-commerce
Allied Market Research published a report indicating the global oat milk market amounted to $360.5 million in 2019, and is projected to generate $995.3 million by 2027: a CAGR of 13.4% from 2021 to 2027. According to Huaon, the plant-based milk market in China was 53.69 billion RMB in size in 2019 with 87.84 million […]
What the success of bubble tea in China reveals about Chinese consumers
With more than 140.5 billion RMB of annual sales made by milk tea shops in 2019, the success of bubble tea in China is well proven. If you are lost among all the new entrants to the market, the latest innovations and the dynamics of the sector, this article retraces the history of bubble tea […]
The spirits market in China: The four most popular alcoholic drinks among Chinese consumers
The spirits market in China is flourishing as the income level of Chinese consumers is increasing. As alcohol consumption in China increases, the Chinese alcohol market reached 1,136 billion RMB (175 billion USD) in 2019. Spirits make up a majority of the market, with Baijiu alone taking 65% market share. High-end spirits, such as Moutai, […]
The dairy market in China will be the world’s largest by 2022
Growth of the dairy market in China It is widely acknowledged that the dairy products in China serve as the pillar in people’s livelihood. It is a highly integrated industry, and at the same time, it extends from the primary industry (agriculture) to the secondary industry (food processing industry) and the third industry (distribution and […]
Market research: The soft drink market in China | Daxue Consulting
Continued expansion of China’s soft drink market The soft drink market in China include drinks with alcohol content of less than 0.5%. It can be classified into bottled water, soda drinks, carbonated beverages, fruit and vegetable beverages, tea beverages, milk, etc. This market analysis focuses on the development, consumers, brands and segmentation of the soft […]
Podcast transcript #41: Selling wine in China in an unconventional way
Find here the full China paradigm episode 41. Learn more about Claudia Masueger’s story in selling wine in China and find all the details and additional links below. Full transcript below: Matthieu David: Hello everyone. I am Matthieu David the founder of Daxue consulting and its China marketing podcast, China Paradigm. Today I am with Claudia Masueger, the founder […]
American entrepreneur competing in the healthy tea market in China: China Paradigm transcript #27 with Martin Papp from Papp’s tea
This transcript is based on our interview with Martin Papp. Martin has been active in the healthy tea market in China for more than 5 years. He has been developing his beverage company since 2014. PAPP’S TEA is headquartered in Beijing. They sells their healthy tea drinks through private channels but also through Wagas and […]
[Podcast] China Paradigm 41: How to start a trendy wine chain in China
Matthieu David interviews Claudia Masueger, who started the friendly, casual and fun wine chain in China, CHEERS Wine. With new stores opening up all over China, we learn the strategy behind the startup, how does Claudia experience so much success in a market that is not known to be welcoming to wine? Highlights of this […]