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1、10 Common Mistakes Chinese Companies Make when Expanding OverseasFebruary,2023 2023 daxue consultingALL RIGHTS RESERVED2Why now is the time for Chinese brands to go global1.The Chinese economy has entered a new era of high-quality development,meaning Chinese products are morecompetitive than ever.2.
2、Chinese brands can increase revenue sources.3.Chinese brands can“put their eggs in more baskets”byinvesting in more than just one countrys market.4.Chinese brands can leverage the countrys advantages,such as manufacturing and supply chain.5.Enjoy government support for overseas business under thedua
3、l circulation development policy.2023 daxue consultingALL RIGHTS RESERVEDEarly-stage companies that went overseas usually relied on offline channels to expand their overseas markets.They often sought overseas partners through traditional means,such as local agents,which resulted in weaker online mar
4、keting capabilities.Mistake 1:Insufficient distribution channelsAn OPPO mobile phone,which is one of the Chinese mobile phone brands that went overseas relatively early.Many companies tap into the online marketing environment and boost online sales at a relatively low cost through cross-border e-com
5、merce platforms such as Amazon or eBay.However,this approach is neglects the development of trustworthy distribution channels.Overseas consumers want to buy products but cannot find a reliable source because they prefer official channels,such as brand websites.Weak Online Marketing at the Early Stag
6、eLess Effective Social Media Communication3 2023 daxue consultingALL RIGHTS RESERVEDFlorasis:Distribution channels development didnt keep up with demandIn March 2021,Florasis launched on Japanese Amazonand gained popularity through recommendations frombeautybloggers.However,distributionchannelsdevel
7、opment could not keep up with the speed the brandwas going viral on social media like TikTok and YouTube.There are limited official sites for overseas consumersto purchase Florasis products,and their Amazon andAliExpress listings were limited.From comments on Instagram,Facebook and Reddit,people had
8、 a tough time finding where to buy theproducts,and their inquiries to the brand were met withsilence.There was a$120 eyeshadow palette on Amazon,whichis$71 on Aliexpress.Aliexpress,however,is not apopular choice for buying makeup because its poorquality and long shipping.The lack of a reliable chann
9、elhas caused some interested Western customers tohesitate.The failure to unify the online sale price will easily turnconsumers off the brand.When Florasis set up its ownofficial website and broadened sales channels,theoverseas sales soared.Source:Florasis InstagramSource:Alibaba4 2023 daxue consulti
10、ngALL RIGHTS RESERVEDMistake 2:Not placing enough emphasis on personal privacyData security is vulnerable and can produce long-term challenges.Cultural and internet development differences have amplified the issue of data security.Chinese companies have always been more relaxed in data collection,st
11、orage,and usage.Many companies excessively collected user information.Chinese users grew more comfortable with sacrificing some privacy for a more convenient experience.Mainland ChinaData Security Law of the Peoples Republic of China,Personal Information Protection Law of the Peoples Republic of Chi
12、naEurope and AmericaGeneral Data Protection Regulation,California Consumer Privacy ActOverseas users care more about privacy than Chinese users,and the data privacy policies and legal terms in China may not apply to other countries.This could lead to a lack of trust in the brands global reputation i
13、f there are security breaches in other countries.5Domestic companies are slack in data securityOverseas consumers place a higher value on personal privacy 2023 daxue consultingALL RIGHTS RESERVEDAnker:Leaking users privacySource:Eufy official websiteSource:Youtube6Eufys claims of having superior dat
14、a privacy andsecurity measures have been challenged by the public.The reality seems to contradict Eufys slogans keepprivacy in your own hands and“we take every measureto protect the privacy and locality of users data.Privacy breaches have led influencers to terminate theirpartnerships with Anker,whi
15、le the media has called for ahalt to the promotion of Ankers products.IT firms such as Anker have tried to sidestep industry-standard technical problems while expanding abroad to maintain their brand image,but this may lead to future issues.The Verge reported that Eufys securitycamera app allows any
16、one accessingother users personal information andvideoswithoutpermission.TheEufycamera also transmits unencrypted datato the cloud,making it easy to determinethe cameras location using the serialnumber and a BASE64 encoded address.2023 daxue consultingALL RIGHTS RESERVEDOverseas consumers may viewCh
17、inesebrandsaslackingoriginalityasChinesebrandsoften lack copyright awareness.Differencesoncross-borderlegal proceedings make rightsprotection even more difficult.Chinese brands going abroad mustwatchoutforcopyrightinfringement and be careful withimitation and plagiarism.Chinese brands expanding over
18、seasshould prioritize originality,enhancetheir ability to innovate in design andtechnology,avoidpotentiallyplagiarized designs,and respect localcustoms.ChinesebrandscanenhancetheirbrandinfluenceandprotectthenationalimagebycreatingoriginalproductsthattransformmadeinChina to created in China.Mistake 3
19、:Plagiarism7 2023 daxue consultingALL RIGHTS RESERVEDSHEIN:Lowering costs through plagiarism and replicationSource:TwitterDesigner Mariama Diallo made a statement on social media accusing SHEIN of plagiarizing her dress design and questioning,How am I supposed to keep up?8SHEIN has also faced critic
20、ism for itslackofsustainability.Whilethecompanyclaimstouserecycledfabrics,only 64 out of 52,000 dresseson its website are made with recycledpolyester.These options start at aprice of$4,significantly lower thantypicalsustainablebrandswhichusually sell for over$50.SHEIN is a B2C cross-border e-commerc
21、e company using its own websiteto reach the US,European,Australian,and many other markets.With anaverage product price of$10.70,low price is a key factor for its rapidpopularity.However,low prices come with challenges in design plagiarism andquality,resulting in a brand image of cheap disposable clo
22、thing.While the European and American markets value copyright awareness,SHEIN relies on the demographic dividend of developing countries andhas been seen as a disruptor in the fast fashion industry.To reduce costsand shorten the production cycle,SHEIN uses big data to determine whatto produce next,w
23、hich often results in copying popular design by otherbrands or even small designers.2023 daxue consultingALL RIGHTS RESERVEDMistake 4:Slow after-sales serviceRequirements for Chinese Brands Going Global Forming a local customer service and maintenanceteam that is proficient in foreign languages andr
24、espond quickly.In terms of returns and exchanges,there should beup-to-date requirements for the brands warehousingand order processing capabilities.Take Amazon as an example:The after-sales service section is clear.Each after-sales service has detailed video and textintroductions.Some after-sales is
25、sues can be resolved directly throughcustomer service navigation without human assistance.Amazon has three types of contact methods:phone,online chat,and email.How Do Overseas Brands Do After-sales Service9After-sales service is the final and critical step in orderfulfillmentandbuildingreputation.Ho
26、wever,manybrandsrushingtogaintrafficoftenneglectthedevelopment of their after-sales service.In overseas markets,consumers are more aware ofprotecting their rights.In the case of similar productswith similar quality and performance,consumers aremore inclined to choose brands with better after-salesse
27、rvice.2023 daxue consultingALL RIGHTS RESERVEDTemu:Strong promotion,weak after-sales serviceTemuhasapoorreputation,withaconsumer rating of only1.59/5on“BetterBusiness Bureau”platform.Consumers feedback hashighlighted issues such asundeliveredpackages,mysterious fees,incorrectorders,and unresponsivec
28、ustomer service.PartnershipTemu chose J&T One Packetasthethird-partydeliveryserviceprovider.However,since J&T One Packet is alsoa beginner to the westernmarket,itdoesnothaveenough post offices.Facingtheshort-termexplosiveorders,J&T One Packet metstorageandtransportationchallenges.Talents TeamFrom Te
29、mus official careerspage,Temuiscurrentlyseekingtalentsinthreeareas:customerservice,influencermarketing,andseniorbankcooperationmanagers.The high amountof payment and after-salesservice issues tell us thecompanyhasnotyetestablishedacustomerservice team.Temu is a cross-border e-commerce platform by Pi
30、nduoduo.Its brand namemeans“Team Up,Price Down”,indicating that the more people buy,thelower the price.The platform is currently targeting the North American andAfrican markets.In the second half of 2022,when consumers were deeplyaffected by inflation and economic recession,Temu gained popularity by
31、providing low-priced products and rewarding users with free products.10 2023 daxue consultingALL RIGHTS RESERVEDMistake 5:Not adapting market position to fit foreign marketsBrands market position shapes the brandimage,which will impact their purchasingintentions and loyalty.1Over PositioningWhenimpl
32、ementingadifferentiationstrategy,brandsoften overemphasize a particularaspect of their image,sacrificinga portion of the market.Forexample,when Chinese brandsexpandintointernationalmarkets,theymayheavilyemphasizecost-effectiveness,which can create the impressionof low quality among overseasconsumers
33、.When expanding into international markets,many brands simply duplicate their successful position from China rather than creating a new one,making it difficult for to stand out in overseas markets.Reasons for positioning failure:Cannot adapt their China strategy to foreign marketsLacking professiona
34、l overseas teamDuplicating the brand positioning that worked in China2Under PositioningThe brand has not left a clearimageinthemindsofconsumers.Thisismainlyreflected in the failure to distillthe core values of the brand andproduct,whichleadstolacklustermarketingactivities.Thisrequiresthebrandtocondu
35、ct thorough market andcreativeresearchbeforelaunching the brand and productto ensure a strong positioning.3Confused PositioningThe brand is not consistent enoughin conveying its positioning,whichmakesitdifficulttopersuadeconsumers.Forexample,plant-basedmeatproductsareverypopular in overseas markets,
36、andmany domestic brands have alsojoined the race to launch products,buttheyhavenotconsideredcontradiction between“meat”and“plant”arenotconvincingtomainstream consumers.4Double PositioningCorrectingthebrandpositioning can help the brandto adapt to changes in theconsumermarketandovercome growth challe
37、nges.However,ifthebrandfrequentlyadjustsitspositioningorprovidesconflicting benefits,this canmakeconsumersskepticalabout what the brand canactually offers.11 2023 daxue consultingALL RIGHTS RESERVEDMiniso:Suffers from an inauthentic,unclear brand positionSource:QuoraMiniso is a Chinese lifestyle ret
38、ailer that specializes in low-cost and Japanese-style.In overseas markets,Miniso has basically not changed its brand positioning,which creates unclear positioning.1Over&Double PositioningThe brands Japanese-style design has caused some overseasChinese consumers to feel aversion,and also created conf
39、usionfor overseas consumers who are familiar with Chinese andJapanese culture.In August 2022,Miniso sparked controversy onits official Instagram account in Spain by selling a Disney dolldressed in a qipao and calling it a Japanese geisha,whichangered both Chinese and overseas customers who voiced th
40、eiropposition in the comments section.2Under PositioningMinisoreliesoncollaborationswithfamousintellectualproperties,but lacks its own original IP.According to somecomments on Quora,some consumers have a very vagueunderstanding of Minisos positioning,and even think it is anofficial Marvel merchandis
41、e store.12 2023 daxue consultingALL RIGHTS RESERVEDMistake 6:Shortsighted trademark nameAs more and more domestic brands visiblyreach success in the international market,like Li-Ning through its debut at internationalfashion week and ANTAs acquisition of Fila,it brings more opportunities for Chinese
42、companies that want to try going global.Atthesametime,italsoexposessomeproblems caused by cultural differences.Brand names may infringe on others prior rights.Ithappens when a company fails to investigate whetherthere are local brands(trademarks)in the targetmarket that are identical or disputed wit
43、h their ownbrand beforeentrance.Using a disputed brandwithout permission to enter the target market notonly requires a change in brand name,resulting in theloss of marketing,but can also lead to legal troubles.Source:FashionCQAnuncreativeoroverlycomplicated name can fail toleave a lasting impression
44、 onpeople,making it harder tomarket overseas.Chinesebrandsshouldpayattentiontolinguistic ambiguity in their brand names.Due to different cultural backgrounds andinterpretation differences,the same namemayhavenegativeconnotations.Forexample,the Nokia Lumia smartphone is finein English,but in Spanish,
45、Lumia means“Prostitute.13An example of linguistic ambiguity 2023 daxue consultingALL RIGHTS RESERVEDSnow Beer&Sulwhasoo:Use the same trademark with an existing brandSnow Beer,a brand under China Resources Group,wanted to use the Snow“trademark to enter theKorean market,but Sulwhasoo had prior rights
46、 tothe Snow trademark.Sulwhasoo is a popularbrand in Korea and its owner,Amorepacific,registered the Snow trademark for cosmetics,aswell as beer,beverages,and juice.Source:Aju Business DailySource:SuperX Press Conference in Korea China Resources Group commissioned a law firm in South Koreato request
47、 the cancellation of Amorepacifics Snow trademark inthe beer category.The reason is that although Amorepacificregistered the trademark,it does not sell related drink products.The two parties failed to reach a consensus.In 2019,China Resources Group first launched SuperX as thetrademark to entry into
48、 the Korean market.Due to trademarkissues,SuperX did not meet sales expectations and productionhad to be suspended.The issue was resolved in 2021 whenAmorepacific allowed China Resources Group to sell Snow Beerwith its trademark in South Korea.Snow Beers trademark is not very distinctive,so it is in
49、evitable that the lack of brand uniqueness may lead to conflicts with local brands when entering foreign markets.14Legal Dispute 2023 daxue consultingALL RIGHTS RESERVEDGeely:Car series name too similar to a local car brandIn 2017,the Chinese automaker Geely introduced apremium car series called LYN
50、K&CO in the US.However,the name sparked controversy because thepronunciation of LYNK&CO is very similar to thefamous luxury car brand,Lincoln.Ford,the automakerbehind Lincoln,objected to Geelys application for theLYNK&CO trademark in the US.Lincoln believes that although the two brand names arediffe
51、rent in writing,their similar pronunciations may causeconfusion among consumers.Its spokesperson stated,TheLincoln has a century of history,and we hope to protect itsreputation.Regarding Lynk&Cos infringement of Lincolnstrademark rights,Ford will take all legal measures toprevent the use.Source:旁眼观车
52、Naming is important for Chinese brands when goingglobal.In selecting brand names and logos,thoroughresearch should be conductedto consider thepotential for trademark conflicts.The picture on the left is a LYNK&CO,and the picture on the right is LINCOLN.15 2023 daxue consultingALL RIGHTS RESERVEDMist
53、ake 7:Cultural appropriation and following stereotypesCultural appropriation:the borrowing ofculturalresourcesfromotherethnicgroups without giving them credit andrespect,thereby influencing the localculture.DifferencesbetweenChineseandWesterners goesfar beyonddietaryhabits and etiquette,it is also a
54、boutvalues,and one value of many westerncountriesisembracingdiversity.Understanding this is necessary to goglobal.Some brands going abroad have notdeeplyunderstoodtheculturalbackgrounds.Theirproductsortheirmarketing strategies have offended localconsumers,thusdamagingtheirreputation.Culturalstereoty
55、pes:Occurwhenagroup is categorized with the same traits,such as foreigners believing all Chineseare good at math or some Chinesebelieving all Americans love fast food.16 2023 daxue consultingALL RIGHTS RESERVEDGenshin Impact:Character design lacked diversity&stereotypedGenshin Impact,an action role-
56、playing game developed by miHoYo,has gained remarkable success in the overseas market.Its high-standard game graphics have attracted players in the maturegaming market abroad.Despite having a strong IP and loyal fanbase,GenshinImpacthasencounteredissuesofculturalappropriation and perpetuating cultur
57、al stereotypes.On August 2022,the popular role-playinggame Genshin Impact released its 3.0update,featuring a new region named“Sumeru”.Sumerubasedentirelyon“orientalist”stereotype.“Orientalism”isthe imitation or depiction of aspects in theEasternworld.Thesedepictionsareusually done by writers,designe
58、rs,andartists from the Western world.A user on Twitter compared Genshin Impact with other similar games and found that Genshin Impacts skin tone options lack diversity.The post has received 8,213 retweets.Almost all of the new characters tohave pale skin.The only two characterswithdarkerskininthegam
59、earedescribed as“exotic”or“scary”.Thevoiceactorandactressweredirected to pronounce the charactersArabicnameincorrectlysincethedeveloperssaidthattheoriginalpronunciation would be too difficult forWestern fans17 2023 daxue consultingALL RIGHTS RESERVEDMistake 8:Not working with local IP or creating ne
60、w local IPAs the carrier of the brand,IP originates from content and is higher thancontent.It is the link between content and consumer emotion.Consumers in different countries and regions vary greatly in terms ofconsumption habits and opinions.Therefore,on the basis of the globallayout,brands should
61、 continue to expand its business territory throughlocalization operations,absorb elements of interest from all over the world,and provide inspiration for product design.If a domestic brand wants to expand overseas,IP must go first,because IPstands for the brand.While adjusting IP for the local marke
62、t,its essential to communicateefficiently with consumers.In the process of collecting data of useracquisition,useractivation,userretention,revenueacquisition,andrecommendation dissemination,brands should convey products functionalvalue as well as emotional value,thereby creating an emotional connect
63、ion.Brands that went overseas in the early days often ignored this point.Theyweretooeagertooccupymarketsharewhileunderestimatedtheconstruction and localization of brand stories.As a result,they could notoccupy the hearts of overseas consumers in the long run.Brand story and emotional valueBarriers f
64、or domestic IP going overseasWhen a brand goes global,it needs to tell both the Chinese story and the international story,and share both the product story and the brand vision.18 2023 daxue consultingALL RIGHTS RESERVEDPOP MART:The international expansion of IP requires new creationsPOP MART,a Chine
65、se blind box toy manufacturer,pioneered the blind box business model in China.In 2018,POP MART launched its international expansion plan in South Korea and has since entered more than 23 countries and regions.In addition to opening physical stores,POP MART also launched an overseas version of its of
66、ficial website in 2020 to cater to overseas customers.POP MART once released the coreIP Labubu and Tycoco in both theMexicanandEuropeanmarkets.Tycoco,a skull character,was verypopular in Mexico as skulls signify“rebirth”,whileinEuropesomeconsumers were less interested intheproductduetoitscreepyappea
67、rance.The regional authorization of IPUntil now POP MART has not craftedany derivative content for its huge IPfamilies.CustomerslikePopmartbecause the beautiful design and theexcitement of unwrapping the blindbox process,but beyond the elementof surprise,POP MART needs storiesto enter the mature ove
68、rsea markets.19Regional cultural differencesBusiness models that have beensuccessfulinChinaarenotapplicable to the mature toy marketslike the US and Japan where manyIP are legally registered,hence sometoys released in China cannot bepublished in these markets.Weak IP development 2023 daxue consultin
69、gALL RIGHTS RESERVEDThe“buying traffic model sacrificesthe quality of products and services,making transformation a necessarytrend for Chinese companies thathave gone global in recent years.Brands often seek to replicate thesuccess of others,but this oftenleads to mistakes,such as viewingtheir brand
70、 as simply a matter ofgeneratingawarenessthroughadvertising or dominating the marketby buying traffic.By 2016,as the internet became moreregulated and cross-border expansionexploded,competition among brandsalso increased in a wide range ofmarkets.Usersexpectationsofproductsandservicesraised,revealin
71、g the limitations of short-term-focused development.Winning the favor of overseas usersthroughexcellentqualityismoreadvantageous for a companys long-termdevelopmentthanoccupyingmarketshareintheshortterm.Building a brand,enhancing reputation,anddiversifyingdevelopmenthavebecome new paths for going gl
72、obal.Mistake 9:Sacrificing long-term benefits for immediate traffic20 2023 daxue consultingALL RIGHTS RESERVEDKwai:Struggling in the fallacy of Traffic First Kuaishousoverseasstrategyissimple:investheavilyinadvertising.In South Korea,they attracted traffic by invitingcelebrities so their short-term
73、performance was impressive.However,user retention and the number of daily active usersdiminished.Kuaishou made its third attempt to enter the international marketwith the launch of SnackVideo in India in April 2020,followed byZynn in North America a month later.However,Google Play tookdown Kuaishou
74、for violating developer platform principles,Zynnre-launched shortly after but lost appeal after the initial cashreward for joining.Newly registered users on Zynn can enjoy cashback rewards.Get cashback by inviting friends to download or interact within the Zynn.Kuaishou copied their Chinese advertis
75、ing strategy torun Zynn,offering a$20 reward for signing up andinviting new users.Additional rewards were given forinviting more than 5 people.However,Kuaishous approach of relying solely on cashhandouts for international expansion is not effectivewithout a clear business objective.In contrast,TikTo
76、khas a clear strategy of technology for expansion,localized operation and focuses on content operationsto attract genuinely interested users instead of relyingon small financial incentives.The media defined Zynnas a pyramid scheme,and statistics showed that the only reason 90%of users downloaded Zyn
77、n was to make money.-LThe apps Zynn and TikTok dominate the North American App Store rankings.21 2023 daxue consultingALL RIGHTS RESERVEDMistake 10:Launching a product overseas rather than a brandThe shortened time from the second to the third stage reflects the transformation of Chinese companies g
78、oing abroad,which rapidly shifted from product to brand going oversea.Inaweakoraverageeconomy,asuccessful brand can help companiesmaintainresiliencethroughhighercustomer loyalty,and have a strongervoice in the market,as consumers tendtochoosefamiliarandtrustworthybrands.The Value of Developing Brand
79、sChinese companies going abroad can be divided into three stages of development:1.From 2005 to 2020:the stage of productsgoing abroad dominated by traditional cross-border e-commerce.2.Starting in 2020:in addition to the traditional cross-border e-commerce,boutique cross-border DTC e-commerce appear
80、ed.3.Starting in 2022:new consumer brands and cross-border DTC e-commerce enter the market.The channels became more extensive,including online and offline channels with independent websites as the main platform.A brand is unlikely to help itself achieve success without a story,accumulated brand valu
81、e,and well-rounded brand image.Increase revenueDevelop resilienceIn a strong economy,companies thatachievesuccessthroughbrandbuilding can gain more market shareandpremiumpricing,increasingrevenue.2212 2023 daxue consultingALL RIGHTS RESERVEDCasetify:Became the go-to for customized phone cases Caseti
82、fy collaborates with various IPs and artists from around the world to co-create products,such as Harry Potter,Pirates of the Caribbean,Stranger Things,BLACKPINK,and Olivia Rodrigo.North American consumers value quality of phone cases,which must be durable enough to withstand drops.Casetifys phone ca
83、ses can withstand 6.6-foot drop tests while remaining lightweight.By leveraging KOLs and celebrities for online promotion,Casetify has gained higher exposure.Casetify has famous fans such as Dua Lipa,Gigi Hadid,and numerous Japanese and Korean celebrities.The original brand name of Casetify,which ea
84、rned US$120 million in revenue,was Casetagram(case+Instagram“)and let consumers customize phone caseswith their Instagram photos.With this customizationstrategy,Casetify established itsuniqueness andcaptured customers desire for self-expression.Casetifyfocused on branding rather than sales alone,mak
85、ing itto stand out in the electronic accessory market.Collaboration with BlackpinkCollaboration with Olivia Rodrigo23Casetify expresses concern for social issues through#CasetifyCares and donates a portion of its profits to specific communities.2023 daxue consultingALL RIGHTS RESERVED +86(21)5386 03
86、80About us 2023 daxue consultingALL RIGHTS RESERVEDOur mission is to guide businesses to global holistic growthThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve growth in China,outside of China,and +86(21)5386 0380 2023 daxue consultin
87、gALL RIGHTS RESERVEDThe values we embraceEmbrace change enthusiasticallySimilar to how markets are constantly changing,our mindset is also always evolving.We value routine only when it helps us improve and we value change because it helps to keep pace with our time.Freedom enriches creativity&respon
88、sibility Freedom to manage and envision her or his mission increases the sense of responsibility to that mission.Our clients goals are our goalsWe see ourselves as an extension of the clients business in China or their target country,hence,we advise them as if we were in their shoes and investing al
89、ong with them.Knowledge is meant to be sharedWhile our projects team dives deep to provide catered research to clients,the media team shares insights publicly.At the same time,we foster a culture of sharing knowledge in our team,each individual works to increase their own knowledge and freely shares
90、 ideas each other.Intellectual humility gives clarity Only through the lenses of humility can knowledge be seen clearly.At daxue consulting,we are humble toward science and the truth.We interpret data in a way that lets it speak for itself,even if contradicts our hypothesis.2023 daxue consultingALL
91、RIGHTS RESERVEDOur APAC networkA research and consulting firm headquartered in China,with an Asia-focus and a presence on twocontinents.China Shanghai(HQ)Beijing Hong KongFrance(Rep.offices,Paris,Bordeaux)Beijing2000182 people8 people16 people201920212020Shanghai(new HQ)30+peop
92、leKorea,USA,Hong Kong representative offices South Korea(Rep.office,Seoul)Our historyPartner offices:PhilippinesMalaysiaJapanThailandIndonesiaSingaporeUSA(Rep.office,Minneapolis)Singapore/Malaysia(Rep.office,Kuala Lumpur)2022Malaysia representative office 2023 daxue consultingALL RIGHTS RESERVEDOur
93、approach to methodology-based consultingAn agile and data-driven approach towards solving complex research questionsRESEARCHCONSULTINGas the base forIN-HOUSE ORGANIZEDWe do not outsourceTRADITIONAL METHODOLOGIESInterviews,cold calls,focus groups,surveys,and moreRESEARCH-DRIVENConsulting backed up by
94、 massive researchCOLLABORATIVEWe encourage frequent meetings and workshops with our clientsTRANSPARENTFull insights into our work with frequent intermediate updates INDUSTRY PARTNER NETWORKBuilt-up over 350+projects and 100+podcasts guestsSOFTWARE AND TOOLSThird-party software and in-house built scr
95、apping toolsACCESS COUNTRY-WIDEAble to run research across all layers of populationDATA INTEGRITYData-driven and cross-checking from many anglesAGILE From market discovery to entry,we keep pace with market changesCROSS-CULTURAL UNDERSTANDINGTeam from multiple continents educated in diverse countries
96、 2023 daxue consultingALL RIGHTS RESERVEDOur servicesSENTIMENT ANALYSIS情绪分析TARGET AUDIENCE PROFILING目标人群画像DECISION-MAKING PROCESS决策路径BRANDBENCHMARKING品牌基准BRAND AUDIT品牌检验PRODUCT CONCEPTS DEV.&TESTING产品概念开发和测试BUSINESS INTELLIGENCE商务智能OMNI-CHANNEL MARKETING全渠道策略BRAND(RE)POSITIONING品牌(重新)定位VALUE PROPOSI
97、TION&MESSAGING HOUSE价值主张&信息传播策略ASSESSMENT评估STRATEGY策略INSIGHTS洞见INNOVATION创新MARKET ENTRY市场准入福NAMING品牌命名 2023 daxue consultingALL RIGHTS RESERVEDOur methodologiesDESK RESEARCH案头调研FOCUS GROUPS小组座谈A/B TESTINGA/B 测试DIARY RESEARCH日记研究SOCIAL LISTENING社媒聆听CONSUMERS INTERVIEW消费者访谈SHOP ALONGS店内随访ONLINE&OFFLIN
98、E SURVEYS线上&线下问卷MYSTERY SHOPPING神秘顾客研究STRATEGIC WORKSHOP小组访谈ONLINE SALES DATA SCRAPING社媒聆听UX/UI TESTING用户界面测试STORE CHECKS店访ONLINE COMMUNITY线上社群调研MARKET INSIDERS INTERVIEW专家访谈CENTRAL LOCATION TESTING食材品鉴 2023 daxue consultingALL RIGHTS RESERVEDWe use modern tools&software to stay aheadA selection of
99、tools leveraged by us for our clientsSearch engine&e-commerce analytics搜索引擎&电商分析Social listening社媒聆听Data mining/survey analysis数据挖掘&问卷分析Website/app traffic comparison网站/应用流量比较Diary study&community research日记&社群调研 2023 daxue consultingALL RIGHTS RESERVEDAn experienced organization with the Asian mark
100、etRegularly featured and quoted in publications all over the worldDAXUE ON THOUGHTFUL CHINALECTURING AT PEKING UNIVERSITY MBA.WORKSHOP ON CHINAS FOOD IMPORTSTV INTERVIEWS ON PRIME TIME TELEVISION IN SINGAPOREFREQUENT SPEAKERS ON BUSINESS TOPICS 2023 daxue consultingALL RIGHTS RESERVED400+clients for
101、 the past 10 yearsExamples of references 2023 daxue consultingALL RIGHTS RESERVEDOur testimonialsComments from our clientsDirector Ecommerce Marketing EMEA Ubisoft“Thank you for your answer.Ive been through the presentation and Im very impressed by all the useful detailed information Ivefound.Thank
102、you so much!”JAPAC Revenue Strategy Manager Twitter“Thanks so much for your hard work over the last several months and the multitude of presentations that you have done to ourstakeholders.I highly appreciate the quality of work and also the patience with which you have answered the questions.Overall
103、 the work has been very well received and has been very educational for our teams in Singapore,New York and San Francisco.We will be using a lot of this information as we make critical investment decisions into China over the next several months.Please do pass on our thanks to the entire Daxue team-
104、hope you do take a moment with the entire team to celebrate the success and outcome of this project!Also,I would be happy for you to use my reference for any future clients.”VP of Innovation prestige skincare brand-US“Thank you very much for your time and performance yesterday.The team in New York a
105、nd all of us appreciated a lot yourpresentationand the qualityof the consultingfrom DaxueConsulting.”E-commerce Manager LOral“I come back to you to thank you and your team for the work done on the project,it was a real pleasure to work together The brandwas very satisfied with the insights,especiallywith the richness broughby the localChinese specificities.”2023 daxue consultingALL RIGHTS RESERVEDhttps:/ https:/ ON CHINAMARKET INSIGHTSdaxue_consulting_chinaInstagramhttps:/ release