How to do Guochao marketing: In-depth interviews with Chinese gen Z
What is Guochao marketing “GUO CHAO” (literally “national trend”) refers to the increase consumer favoritism towards Chinese brands, designs and culture. Guochao consumers embrace Chinese cultural designs and products made in China. 75% of Chinese consumers surveyed state they like products that incorporate Guochao design elements. To learn more about Guochao marketing, we conducted in-depth […]
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 […]
Florasis is conquering the Chinese beauty market with elegantly oriental products
The Florasis brand was founded on March 8, 2017 in Hangzhou, China. In Chinese language the brand name is pronounced Hua Xizi (花西子), which means “make up with flowers”. It refers to the use of floral ingredients in their cosmetics. Xizi is also the honorary name for one of the ancient Chinese beauties. This Chinese cosmetics brand hopes to […]
Modern Chinese fashion: Poetry, heritage, tech-forward and impact are the four upcoming trends
As the structure of mass consumption has undergone major changes in China, modern Chinese fashion is following new trends. Nowadays, “displaying power, connecting industries, and promoting ecology” has become the mission of many Chinese fashion brands. With the deepening of international fashion exchanges and cooperation, Chinese traditional elements and oriental aesthetics have received great attention. […]
Understanding Chinese sense of humor through ads
Navigating the Chinese sense of humor can be incredibly difficult for individuals, let alone brands marketing to Chinese consumers. Although appealing to Chinese through funny advertisements is certainly effective, brands must understand the barriers, the taboos, versus the sweet spots of Chinese humor. The first thing that westerners need to wrap their head around when […]
Nike’s lunar New Year commercial: Why Nike’s first Chinese New Year ad is a big success
According to the Chinese zodiac, the coming new year is the year of the rat. Alert, nimble and intelligent, the rat is the first of the 12-animal-cycle. Along with a special Chinese New Year collection, which draws inspiration from traditional Chinese themes such as paper-cut folklore, Nike celebrates the Chinese New Year with its first […]
Movies in China: The nation soon-to-be the world’s largest box office
If the Chinese movie industry did not immediately adopt the upward trend of other Chinese sectors which have been on since the late 80’s, when it finally did, it did so spectacularly. Starting from 2005, the Chinese movie industry revenue has soared, and new cinema screens took a more than tenfold increase. Today, movies in […]
Why China Market Research must Examine Culture
China has enormous geographical disparities and socioeconomic variations across its regions. Consumer preferences evolve rapidly and sometimes even erratically. These cultural considerations should be taken into account when conducting China market research. It poses unique challenges to dominant and maintain dominance in the Chinese market. For instance, Uber, the senior leaders of Uber did their […]
Podcast transcript #65: Through the eyes of a psychological therapist in China: How important is it to understand the psychology of the Chinese consumer in order to develop a business in the Middle Kingdom?
Find here the China Paradigm episode 65. Learn more from Zhang Ying Fei’s psychological therapist experience, about how to understand the psychology of Chinese consumers in order to set up a business in China. MATTHIEU DAVID: Hi everyone. I am Matthieu David, the founder of Daxue Consulting, a Chinese market research company based in Beijing, […]
International luxury brands meet Chinese Lunar New Year 2019 | Daxue Consulting
How foreign brands can leverage Chinese elements to approach the consumers For the rest of the world, it might already be a brand-new year, but not for Chinese people. The Chinese Lunar New Year is on the 5th of February in 2019. It is the most important traditional Chinese festival, which is also known as […]