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1、TO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PLEASE CONTACT DXDAXUECONSULTING.COMMalaysia x China business relationsMarch 2023 2022 DAXUE CONSULTINGALL RIGHTS RESERVED2Netizens searches:Baidu vs.Google1.03Where in Malaysia are Chinese investing2.05Case study:Bubble tea and Chagee3.07114.
2、Best selling products from Malaysia on Tmall CONTENT OUTLINE136.About Daxue Consulting125.General perception of China3 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinese netizens are interested in Malaysias tourism,education,and ethnic.Source:Baidu&Baidu Index,2022.Associated words on Baidu Index*Baidu
3、 search data exposes Chinese perceptions of MalaysiaSuggested words on Baidu SearchAssociated 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 CONSULTI
4、NGALL RIGHTS RESERVEDMalaysia confirms the first citizeninfected with COVID-19 virus.Malaysia accused China ofbreaching airspace.Pelosi arrived in Malaysiaas tensions rose over thepossibility of Taiwans visit.Chinese netizens were enthusiastic about Malaysias politicsTun Mahathir wassworninasthenew
5、prime minister.Prime minister Tun Mahathir resigned.Pelosi arrived in Kuala Lumpur.PrimeMinisterMuhyiddin delivered areport on the NationalRecovery Plan“.Source:Baidu IndexTime frame:Jun 2017 Dec 2022Source:Google TrendsNote:Googles improvement in data collection systemChinese netizens search freque
6、ncy of“Malaysia/马来西亚马来西亚”on BaiduMalaysian netizens search frequency of“China”on Google5 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhere in Malaysia are Chinese investing?(1/2)Popular areas are concentrated around Kuala Lumpur and Peninsula Malaysia.KUALA LUMPURThe capital of Malaysia&the political,ec
7、onomic andcultural center of Malaysia:Kuala Lumpur is one of the most cosmopolitancities in Southeast Asia and one of Southeast Asias financial centers.KualaLumpurs tourism and cultural and entertainment industries are also attractingmore tourists and foreign investors.BANGSARThe expats neighborhood
8、:It has excellent infrastructure,a wealthof educational resources and newer medical facilities.Bangsar has a widerange of bars and high-end restaurants,which makes it one of the popularplaces to live for expats.DAMANSARA HEIGHTS“The Beverly Hills of Kuala Lumpur”:It is ranked asone of the most expen
9、sive housing areas in Malaysia.The area has convenienttransportation,close proximity to premium shopping centers,and amenitiessuch as plazas,parks,and country clubs.Kuala LumpurBangsarDamansaraHeightsKLCCPenangSelangorImage source:Unsplash,Esmonde Yong,2020A view of the Petronas Tower,Kuala LumpurSo
10、urce:Juwai6 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhere in Malaysia are Chinese investing?(2/2)Chinese investors also invested in well-established states such as Selangor and PenangKUALA LUMPUR CITY CENTREThe cosmopolitan of Malaysia:The famousTwin Towers,the International Convention and Exhibitio
11、n Center,the NationalGallery,the National Museum,and other important facilities are all located here,as well as an international Islamic university.There are also many shoppingmalls,luxury hotels,mansions and corporate headquarters in the area.PENANGThe Pearl of The Orient:Penang has a wealth of tou
12、rism resources.Penang is not only known for its multicultural and harmonious development,butalso for its reputation as the electronics manufacturing base.The city is highlyurbanized and industrialized.SELANGORThe richest state in Malaysia:The regions main economicactivities are in the service,manufa
13、cturing and construction sectors.Selangor ishome to major industrial areas,and it has the busiest port in Malaysia,Port Klang.Image source:Unsplash,Wan San Yip,2020Image source:Unsplash,Dave Yap,2022A view of Penang IslandA view of Port KlangSource:Juwai7 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDMala
14、ysian consumers are avid tea drinkersAccording to Grabs Food Trends Report 2020/2021 in Malaysia,tea and bubble tea are in the top 10 food categories that are mostsearched on GrabFood.Source:GrabFood(2021)Malaysiansliketostarttheir day with coffee&tea.Coffee&teaordersincreased by 6.2x in 2020.Tea an
15、d teh Tarik(milktea)are among the topitemsorderedforbreakfast.LUNCH12:00 13:00TEATIME14:00 17:00DINNER18:00 19:00SUPPER22:00 05:00The second highestconsumption time ascompared with othermealtimes.Brown sugar milk teaand tea are popularfor lunch.Themealwhichpeople usually spendthe most budget on.Brow
16、nsugarpearlmilk tea and teh tarikarepopularfordinner.Milkteasareespeciallypopularduring teatime.Anaverageof4brownsugarmilkteaswereorderedevery minute duringthis period.Teh tarik and royalmilk tea are the topitemsorderedforsupper.BREAKFAST09:00 10:003On average,each Malaysian drinkscups of bubble tea
17、 per monthThe tropical climate and preference of Malaysian consumers boosted the sales of tea drinks8 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCase Study:CHAGEE 霸王茶姬霸王茶姬(1/2)Chagee is one of the most popular Chinese tea-based drinks brands in Malaysia.A Premium tea beverage,霸王茶姬,was founded in Novemb
18、er,in Yunnan.2017霸王茶姬 enteredMalaysia on August 10,opening its first store in Petaling Jaya.20192021As of November,霸王茶姬 has 28 stores in Malaysia.Malaysia branches officially changed the logo and brand name to CHAGEE 霸王茶姬 on April 2.Datuk Lee Chong Wei,Malaysias former badminton silver medalist,beca
19、me the brand ambassador for CHAGEE.2022Source:Jiemian,Chagee,Baidu,New Straits Times 300,000Average monthly turnover ofCNY35,000The flagship store soldCUPS IN ONE DAY70%are located near big names such as Starbucks and McDonaldsSTORES3,000+“Malaysias Queuing King”PERSON/DAY(US$44,222)9 2023 DAXUE CON
20、SULTINGALL RIGHTS RESERVEDCase Study:CHAGEE 霸王茶姬霸王茶姬(2/2)CHAGEEs success in Malaysia is due to its branding strategy and ability to change consumers behavior.Tea is an important part of Malaysians culture.The countrys tea market is expected to reach US$2.75 billion in 2025,a CAGR of 5.54%per year fo
21、r the period 2020-2025.BEHAVIORBRANDINGSource:Williams&Marshall Strategy(2020)CHAGEE collaborated with Royal Selangor,a national pewter manufacturer and retailer,to launch a crafted cup and managed to sell 3,000 units.It also launched the“National Day”limited edition cup during the National Day of M
22、alaysia where people can doodle on it.The cup from the collaboration with Royal SelangorThe National Day Limited Edition cupSource:Jiemian,Williams&Marshall Strategy Malaysian consumers are more attracted to products that have high-quality and health benefits.CHAGEE managed to associate the brand wi
23、th“healthy milk tea”among local consumers.Its“fresh milk tea”series is popular,accounting for 60%of the total sales.Malaysians also prefer functional botanical blends1and single estate artisanal teas2.Thus,CHAGEE sourced its main raw materials from more than 10 countries and regions.They also offer
24、a variety of series so people can experience different flavors.1Tea using herbs/fruits that have health benefits.2Tea leaves that are harvested from one estate,not blended.Focuses on a specific taste and flavor which is dependent on the location of the estate.10 2023 DAXUE CONSULTINGALL RIGHTS RESER
25、VEDSearch trends of CHAGEE 霸王茶姬霸王茶姬 on Google in MalaysiaSource:Google Trends,ChageeNote:Googles improvement in data collection systemTime frame:Jun 2017 Dec 2022Badminton legend Lee Chong Wei was announced as the ambassador of CHAGEE.Related queriesChagee MenuChagee outletsMilk teas such as Osmanth
26、usOolong Milk Tea and GlutinousRice Milk Tea are among thefeatured drinks in Malaysia.11 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDBest selling products from Malaysia on Tmall(Excluding tourism)JULIES LE-MOND PUFF SANDWICH CHEDDAR CHEESE CREAM CRACKERSMICOCREAM SANDWICH BISCUITSMIAOW MIAOWSQUID FLAVOR
27、ED CRACKERSSource:Tmall,2022Price:CNY19.90(US$2.93)Monthly sales:20,000+Reviews:70,000+Popularity due to:Strong cheeseflavor,not too sweet or greasy,lightlysalted,trustworthy food qualityPrice:CNY9.9037.90(US$1.465.58)Monthly sales:10,000+Reviews:2,000+Popularity due to:Inexpensive,convenient indepe
28、ndent packaging,suitable for childrenPrice:CNY29.90(US$4.40)Monthly sales:200+Reviews:300+Popularity due to:Crispy,very tasty,good-looking packaging12 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat do Malaysians think about China?Chinese investment in digital economy and high-tech sectors are favored
29、by Malaysians.In general,most Malaysians have a neutral view of China and a positive view of Chinese investments.However,different ethnicities have varying degrees of favorability.Malaysians of Chinese ethnicity have a more positive view of China.MALAYSIAIn 2022,39%of Malaysians surveyed havefavorab
30、le view of China,which showed a 3%increase from the previous poll in 2016.Source:Merdeka Center(1,204 respondents)Most Malaysians welcome Chinese FDIs but would join the Belt and Road Initiative(BRI)with extra caution19%71%NegativePositivePerception of Malaysians towards Chinese investment(2022)14%4
31、6%6%Malaysians view towards BRI projects(2022)Participate activelyParticipate carefullyNot ParticipateSource:Merdeka Center(1,204 respondents)Sources:World Applied Science Journal,China DailyMalaysians perception towards China(2022)39%45%12%TO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PL
32、EASE CONTACT DXDAXUECONSULTING.COMAboutDaxueConsultingOur mission is to guide businesses to holistic growth 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 I
33、NCLUDED 15Who We AreWe are Daxue Consulting:A market research firm specializing on the Chinese market since 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
34、our expertise to draw precise,reliable recommendations With key accounts from around the worldYour Market 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 KON
35、G,CHINA33-35 Hillier St,Sheung WanCovered Tier-1 citiesCovered Tier-2 citiesCovered Tier-3(and below)citiesThe 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 valu
36、e change because it helps to keep pace with our time.Freedom enriches creativity&responsibility 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
37、their target country,hence,we advise them as if we were in their shoes and investing along 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 knowle
38、dge in our team,each individual works to increase their own knowledge and freely shares 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 tha
39、t lets it speak for itself,even if contradicts our hypothesis.Our servicesOur China market research services leverage both qualitative andquantitative methods across a broad range of industries sectors to fuelyour strategic plan and support your expansion in China.Market researchStrategy consultingO
40、ur team can provide you with a wide selection of consulting servicesaimed at supporting your strategic decisions 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.B
41、randingThrough using a set of different methodologies,our international teamof market managers can answer your branding issues and support yourgrowth in China.A/B testingDesk researchExpert interviewsTech-assisted researchTribe marketingMarket sizingStore checks&mystery shoppingFocus groupsSocial li
42、steningOnline data scrapingOnline&offline surveysEmployee engagement surveyPersona definitionActivation toolkitBrand namingLean managementCo-branding strategyBrand positioningSensory researchMarket entryOur methodologies19Our past and current clients400+clients with 600+projects for the past 10 year
43、sAn experienced organization with the Asian marketRegularly 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 TOPICSTO ACCESS MORE INFORMATION ON THE BEAUTY MARKET IN CHINA,PLEASE CONTACT DXDAXUECONSULTING.COMSTAY UPDATED ON ASEAN MARKET INSIGHTShttps:/ https:/ release