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1、TO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PLEASE CONTACT DXDAXUECONSULTING.COMIndonesia x China business relationsMarch 2023 2022 DAXUE CONSULTINGALL RIGHTS RESERVED2Netizens searches:Baidu vs.Google1.03Where in Indonesia are Chinese investing2.05Case study:Palm oil and Wilmar3.07Case
2、 study:Bubble tea,ice cream,and Mixue4.09135.Best selling products from Indonesia on Tmall CONTENT OUTLINE157.About Daxue Consulting146.General perception of China3 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDBaidu search data exposes Chinese perceptions of IndonesiaIndonesian politics and tourism-relat
3、ed phrases are the most searched keywords by Chinese citizens.Source:Baidu&Baidu Index,2022.Associated words on Baidu Index*Suggested topics on Baidu Search The suggested topics after typing the name of the country in the search bar*The associated words related to the name of the country4 2023 DAXUE
4、 CONSULTINGALL RIGHTS RESERVEDChinese netizens were interested in Indonesias politics and international eventsThe 18th Asian Games was held in Jakarta,Indonesia.Pelosis itinerary for her Asiatripwasreleased,whichincluded a visit to Indonesia.77thanniversary of Indonesiasindependence.The G20 Summitwa
5、s held in Bali.A 6.8 magnitudeearthquake struckWesternIndonesia.Source:Baidu IndexTime frame:Jun 2017 Dec 2022Indonesia wanted to secure up to US$60 billionfrom Chinese investors to build power plants,factories,ports and infrastructure.Chinese companies seek to shiftoperations to Southeast Asia duet
6、o the trade war with the US.Source:Google TrendsNote:Googles improvement in data collection systemChinese netizens search frequency of“Indonesia/印度尼西亚印度尼西亚”on BaiduIndonesian netizens search frequency of“China”on Google5 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhere in Indonesia are Chinese investin
7、g?(1/2)Popular areas are concentrated in the southern parts of Indonesia around Jakarta.BANDUNGIndonesias third most densely populated city and a populartourist destination:Bandung is expected to develop primarily in the hospitalitysector.Priority is expected to be given to residential development,a
8、s the citydoes not yet have a high-end residential project despite vibrant real estatedevelopment.Bandung will have new real estate investment opportunities inthe medium term in the context of recent infrastructure development plans(including a high-speed rail link between the city and Jakarta).TANG
9、ERANGIndustrial and manufacturing hub:Tangerang is a majorsettlement for Chinese Indonesians.The regions economy focused on trading,financial services,and industrial sectors.Keppel Land announced that it willcooperate with Metropolitan Land(Metland)subsidiary to build 450 single-family houses in Met
10、land Puri City.Thus,there will be an influx of middle-class people in Tangerang,making Tangerang a good investment choice forreal estate investors.SurabayaBandungTangerangLombokImage source:Unsplash,Mrf,2019A street in BandungSource:JuwaiBalikpapan6 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDImage sour
11、ce:Unsplash,Dony Wardhana,2020A view of Balikpapan CitySome areas became popular due to the growing number of middle-class groups,development of infrastructure,tourism,and the change of the capital city.BALIKPAPANThe future capital city of Indonesia:The capital city ofIndonesia will be moved from Ja
12、karta to Balikpapan in the hope of tacklingoverpopulation of Java Island,especially in Jakarta.It will also reduce thesocial and economic gap between the cities and regions.Variousinfrastructures would be built,making Balikpapan a noteworthy investment.SURABAYAA great choice for commercial real esta
13、te and residentialdevelopers seeking opportunities outside of Jakarta:Surabaya has agrowing number of middle-class residents.In addition,the land bankavailability and progressive infrastructure building make Surabaya aworthwhile investment area.LOMBOKA well-established resort destination:The area ha
14、s several largehotels and high-end boutique hotels.At the same time,there is plenty ofentertainment for tourists,such as bars and restaurants,as well asspeedboats from Bali.Image source:Unsplash,Tandya Rachmat,2020Senggigi Beach,West Lombok RegencySource:JuwaiWhere in Indonesia are Chinese investing
15、?(2/2)7 2023 DAXUE CONSULTINGALL RIGHTS RESERVED11.62.920.841.501020304050NigeriaColumbiaThailandMalaysiaIndonesiaTop 5 palm oil producing countries by share of global production in 2019Output(Million ton)56%28%4%2%1%China has strong demand for Indonesias palm oil production Indonesia is the largest
16、 producer of palm oil in the world,whilst China is one of the largest importers of palm oil globally.In 2019,Indonesia was the largest producer with 41.5 million tons of production,accounting for 56.2%of total world production,most of which was exported.Malaysia is in second place with 20.8 million
17、tons of production(28.2%),followed by Thailand with 2.9 million tons(3.9%).The rest of the producing countries produced 6 million tons,or 8.2%of the total global palm oil production.Source:CME Group India and China mainly use palm oil for cooking.In the case of the EU,a significant portion of import
18、ed palm oil is used for biofuel production.About 75%of total palm oil imported by China is consumed in the food sector.The growth potential of edible-grade palm oil imports in China is huge.Top importers of palm oil in 2021Source:International Trade CentreSource:MPOC123IndiaChinaPakistanShare of tot
19、al imported palm oil18.9%11.7%6.7%Output(Million ton)Global share(%)8 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCase Study:Wilmar International Limited in ChinaWilmar owns a 45%market share of edible oil in China in 2021;65%of the raw materials for palm oil originated from Indonesia.Wilmar Internation
20、al Limted,formerly known as Wilmar Holdings,is one of the worlds largest edible oil refiners and was ranked 211thon the Fortune Global 500 in 2021.It has an annual turnover of over US$10 billion.Wilmar was founded in 1991 by Martua Sitorus,an Indonesian,and Kuok Khoon Hong,a Malaysian.Yihai Kerry In
21、vestment Co.LTD is one of the top 10companiesinthevegetableoilindustryinChina.Headquartered in Shanghai,Yihai Kerry is a foreign-investedenterprise jointly established by Wilmar International and TheArcher-Daniels-Midland Company in the USA.The Yihai Kerry Group focuses on brand building to create a
22、nimage of high-quality edible oil.The company has well-knownedible oil brands such as“Golden Dragonfish”,“Hujihua(胡姬花)”,“Fulinmen(福临门)”and“Luhua(鲁花)”.The companysflagship product,“Golden Dragonfish(金龙鱼),has becomea well-known trademark in China.The extensive industrial presence of the Yihai Kerry Gr
23、oup inthe Chinese market has contributed to a strong reduction inprocessing costs.It has 30 edible oil refineries in China.Theproduction bases cover a wide range of first and second-tiercitiesinChinawitheasyaccesstoshippingandhighconsumption levels and have a comprehensive and strongindustrial prese
24、nce along the coast,Yangtze River,and inland tocontrol raw material and transportation costs.Yihai Kerry Groups edible oil products have established a largenetworkof distributors in Chinaand achieved extensivecoverage of offline sales channels.Yihai Kerry Groupshasmore than 2,000 distributors in Chi
25、na,covering more than 400large and medium-sized cities across the country.Source:Wilmar International Annual Report,CN Info9 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDBubble tea and ice cream are gaining traction in IndonesiaMillennials and Gen-Z treat F&B as a part of their lifestyle as they are ofte
26、n prompted by influencers who are making culinary review content who gained massive following.The tradition of consuming sweet food and hot weather reinforced their increasedconsumption of ice cream and bubble tea.This creates an opportunity for Chinese F&B companies.Ice creamBubble tea$527MILLIONin
27、 201910.4%between 2015-2019CAGR ofSource:MarketLine(2020)The ice cream industry in Indonesia is growing.The Indonesian ice cream market can be divided intothree different categories:artisanal,impulse,and take-home ice cream.Impulse ice cream,which is ice cream in the single-serve category,is the maj
28、or type sold in the Indonesianmarket.Source:MarketLine,GlobalDataSource:GrabFoodBubble tea is gaining enthusiasts in Indonesia.GrabFoodsbubble tea sales8,500%in Indonesia(2018)HIGHESTGROWTH IN ASEANGREW MORE THANTHESource:GrabFood(2019)Brown sugar boba milk tea is especially popular during the“relax
29、ing afternoon”period between 14:00-17:00.On average,Indonesians drink 3 cups of bubble tea permonth via GrabFood in 2018.Therefore,there is a possibility of higher cups purchase permonth when combined with the offline channel.10 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCase Study:Mixue Bingcheng(蜜雪冰城
30、蜜雪冰城)in Indonesia(1/2)Factors that help Mixue succeed in Indonesia include affordable prices and social media promotion.The brand name 蜜雪冰城 was first officially launched.20002021Mixue first entered Indonesia by operating in Bandung in March.It opened its first store in Jakarta in November.Sources:Ba
31、idu&LandX(2022)A predecessor of Mixue Bingcheng(Mixue),寒流刨冰,was launched in Zhengzhou.It specializes in shaved ice and cold drinks.19972022Mixue has more than 300 shops spread across three Indonesian islands.One of the key drivers that help Mixue succeed in Indonesia is thecheap price point.In Indon
32、esia,their product price ranges fromIDR 8,000-22,000(US$0.53-1.45).Mixue Indonesias Instagram has a follower of 57.8 thousand and the Jakarta stores has a total of more than 3,700 reviews on Google.TikTok also plays a significant role in making Mixue famous in Indonesia.Source:Instagram,Compiled thr
33、ough Google by Daxue Consulting,LandXThe cold and refreshing product of Mixue also suits the tropical weather of Indonesia.Some of Mixues best-selling products in Indonesia are:Mixue Ice Cream Boba Sundae Fresh Squeezed Lemonade Strawberry Mi ShakeSource:Tribunnews11 2023 DAXUE CONSULTINGALL RIGHTS
34、RESERVEDBrandMixueChatimeKOI ThKokumiXing Fu TangNumber of Stores in Jakarta5392251611Case Study:Mixue Bingcheng(蜜雪冰城蜜雪冰城)in Indonesia(2/2)The franchise model helped the brand expand quickly in Indonesia.LocationFranchise FeeProvincial capitalsCNY11,000/year(US$1,621/year)CitiesCNY9,000/year(US$1,32
35、6/year)County-level citiesCNY7,000/year(US$1,031/year)Mixue utilizes a franchise model to expand,both locally in China and globally.The franchise fee varies based on location.In Indonesia,there are already around 300 Mixue stores on three different islands:Java,Sumatra and Bali by June 2022.Source:L
36、andX,Mixue BingchengComparing the number of Mixue stores to popular brand chains with similar products,Mixue has the second highest store count.Despite placing second,Mixue reached that number within two years while Chatime achieved opening 92 stores in Indonesia since its market entry in 2011.Sourc
37、es:Kumparan(2022),Chatime,KOI Th,Kokumi&Xing Fu TangMixue Bingcheng at Sutoyo,YogyakartaMixue Bingcheng at Depok,West Java12 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSearch trends of Mixue on Google in IndonesiaTime frame:Dec 2021 Dec 2022Source:Google Trends,Indonesia InvestmentsNote:Googles improve
38、ment in data collection system Opened the first Mixue outlet in the shopping mall at the Mall Olympic Garden(MOG).Halal status of MixueRelated queriesIs Mixue halal?Mixue ice creamMixueicecreamispricedaffordablyatIDR8,000(US$0.53),whichcreatedabuzz on social media when itwas launched in Indonesia.Ab
39、out88%ofIndonesiaspopulation identified themselves asMuslims.Halal food is food(anddrinks)that abides by Islamic lawand can be consumed by Muslims.13 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDBest selling products from Indonesia on Tmall(Excluding tourism)PAPATONKSHRIMP CRACKERSWASUKA CHOCOLATE PREMIU
40、M ROLLED WAFERMILKITAASSORTED MILK LOLLIPOPPrice:CNY25.90(US$3.81)Monthly sales:3,000+Reviews:10,000+Popularity due to:Long validity period,good taste,cheapPrice:CNY19.90(US$2.93)Monthly sales:400+Reviews:8,000+Popularity due to:Very crispy,notgreasy,rich chocolate flavorPrice:CNY29.90(US$4.40)Month
41、ly sales:200+Reviews:300+Popularity due to:Exquisite packaging,great taste,value-for-moneySource:Tmall,202214 2023 DAXUE CONSULTINGALL RIGHTS RESERVED30%37%41%42%47%53%53%57%ChinaNetherlandsAustraliaUSMalaysiaJapanSingaporeSaudi ArabiaPercentage of Indonesians in favor of investment from the followi
42、ng foreign country(2021)What do Indonesians think about China?Indonesians are in favor of electronics,household appliances and fashion items from China.INDONESIASource:Lowy Institute40%of Indonesians believe that Indonesias interests would not be harmed if China gained more power.However,the citizen
43、s believe that the US economy(18%)is more important for Indonesias economy compared to Chinas(12%).Number of respondents(approx.)3,000 aged 18-65 across 33 provinces in IndonesiaIn the past,products from China were viewed as cheap low-quality products that might also pose health and safety risks.How
44、ever,Chinese products now have higher quality whilemaintaining its affordable prices.Its design,features,and packaging also entice Indonesianconsumers.Electronics,fashion,medicalequipment,householdappliances,and personal care products are some of theproduct types from China that are popular in Indon
45、esia.Sources:Blueray Cargo,Nusakini,Asia CommerceThere has been a gradual shift in perspective regarding Chinese products in Indonesia.TO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PLEASE CONTACT DXDAXUECONSULTING.COMAboutDaxueConsultingOur mission is to guide businesses to holistic growt
46、h in AsiaThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve growth in China and +86(21)5386 0380 2022 DAXUE CONSULTINGALL RIGHTS INCLUDED 17Who We AreWe are Daxue Consulting:A market research firm specializing on the Chinese market sinc
47、e 2010 With 3 offices in China:in Shanghai,Beijing and Hong Kong Employing 30+full-time consultants Full,complete,national coverage Efficient and reliable fieldwork execution across China Using our expertise to draw precise,reliable recommendations With key accounts from around the worldYour Market
48、Research Company in China 北京BEIJING,CHINA Room 726,Building 1,40 Dongzhong Road,Dongcheng District上海SHANGHAI,CHINA(Head Office)Office 501,Building 2,272 Ruijin Er Road,Huangpu District香港HONG KONG,CHINA33-35 Hillier St,Sheung WanCovered Tier-1 citiesCovered Tier-2 citiesCovered Tier-3(and below)citie
49、sThe 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&responsibility Freedom to
50、 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 along with them.Knowl
51、edge 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 ideas each other.I
52、ntellectual 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.What we doOur China market research services
53、 leverage both qualitative andquantitative methods across a broad range of industries sectors to fuelyour strategic plan and support your expansion in China.Market researchStrategy consultingOur team can provide you with a wide selection of consulting servicesaimed at supporting your strategic decis
54、ions in China.Management consultingOur consulting service aims to give you both a clearer understanding ofany aspect of your business,as well as a comprehensive overview ofyour target market.BrandingThrough using a set of different methodologies,our international teamof market managers can answer yo
55、ur branding issues and support yourgrowth in China.A/B testingDesk researchExpert interviewsTech-assisted researchTribe marketingMarket sizingStore checks&mystery shoppingFocus groupsSocial listeningOnline data scrapingOnline&offline surveysEmployee engagement surveyPersona definitionActivation tool
56、kitBrand namingLean managementCo-branding strategyBrand positioningSensory researchMarket entryOur services and methodologies21Our past and current clients400+clients with 600+projects for the past 10 yearsAn experienced organization with the Asian marketRegularly featured and quoted in publications
57、 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 TOPICSTO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PLEASE CONTACT DXDAXUECONSULTING.COMSTAY UPDATED ON ASEAN MARKET INSIGHTShttps:/ https:/ release