Looking back to the early 2010’s, the top Chinese celebrity brand endorsers were mostly easily accepted by the general public. There was no big controversy over who is the most fit brand endorser as there was much less national celebrities back then. The celebrities that made their way into the list are those who are most familiar and liked by the general Chinese public. In 2020, Chinese celebrities have tremendous pressure to maintain a clean, positive image. In recent years, China has also experienced a rise in KOL marketing, which creates alternative opportunities for brands to leverage influence in marketing. However, celebrity brand endorsements are very much relevant in China, and practiced throughout many industries.

The power of influence of older Chinese celebrities are gradually decreasing

The list of Chinese celebrity brand endorsers has completely overturned, as younger celebrities have debuted into and older celebrities gradually quitting from the Chinese entertainment industry. Many Chinese celebrities mentioned below possess high power of influence in 2012, but are no longer as relevant nowadays.

Most top Chinese celebrity brand endorsers in 2020 assert niche influence

One thing to note is that the top Chinese celebrity brand endorsers can no longer assert influence across the general Chinese public. Their influence, in fact, are becoming much more niche. However, although their power of influence among general Chinese audiences is decreasing, their influence over one or more particular consumer segments is increasing. Nowadays, brands are required to measure its product’s fit with a particular celebrity’s influence circle first in order to successfully implement a marketing campaign and send appropriate marketing message to their rightful target audience.

[Source: BrandZ & CelebrityZ Top Chinese celebrity brand endorsers in 2019 with most commercial value]

The following are the top 10 Chinese celebrity brand endorsers with the most commercial value in 2019

Zanilia Zhao (赵丽颖)

Zanilia Zhao is a famous Chinese actress who had won many local Chinese TV awards, known as the TV drama queen of China. Despite that she has not been very active due to marriage and pregnancy last year, she remained as the celebrity endorser in China with most commercial value. She has endorsed over 27 brands, which include: Pizzahut, Hsufuchi, Meituan, Longines, Dior, etc.

[Source:Weibo Celebrity endorser in China – Zanilia Zhao]

Dilraba Cherry Dilmurat (迪丽热巴)

Dilraba is a young generation Chinese actress of Uyghur descent that has risen up quickly. She has appeared in many famous TV dramas that achieved high ratings. The brands she has endorsed include: Nikon, Mikimoto, L’Oréal, Estée Lauder, Adidas neo, Oppo, etc. She has recently received many endorsements from top luxury brands due to her image.

[Source: Weibo Celebrity endorser in China – Dilraba Cherry Dilmurat]

Yang Mi (杨幂)

Yang Mi is a Chinese actress, singer and model. She was ranked 3^rd in 2017 Forbes China celebrity list with ¥200 million rmb revenue. She is preferred by many cosmetics and fashion brands as she is known as the Queen of influencer marketing. The brands she has endorsed include: Michael Kors, Versace, Stuart Weitzman, Estée Lauder, etc.

[Source: Weibo Celebrity endorser in China – Yang Mi]

Hugh Hu (胡歌)

Hugh Hu is a Chinese actor and singer. He is famous for his solid acting skills and high-rating TV dramas. The brands he had endorsed countless brands, which include: Hyundai, PizzaHut, Minute Maid, Togocareer, Pingan, etc. Many brands collaborated with Hugh in order to build a trustworthy and professional image within target consumers’ minds.

[Source: Weibo Celebrity endorser in China – Hugh Hu]

Dongyu Zhou (周冬雨)

Dongyu Zhou is a famous Chinese actress. She won best actress Golden Horse Awards in 2016 and has been fairly active recently, appearing in movies, TV dramas and reality TV shows. Previously, she has represented Pepsi, KFC, Rio, Wong Lo Kat, etc.

[Source:Weibo Celebrity endorser in China – Dongyu Zhou]

Karry Wang (王俊凯)

Karry Wang is a Chinese singer and actor, and a member of famous Chinese boy group TFboys. He was ranked among wealthiest young people born after 1990’s with a net worth of ¥ 248million rmb. Karry was one of the celebrities with most endorsed brands including: Snickers, Stride, Lancome, iReader, KFC, dior, Chunyue, Anessa on Tmall super brand day, etc. Notably, his endorsement for Anessa on Tmall super brand day in 2019 reached over ten million sales in 13 seconds.

[Source: Weibo Celebrity endorser in China – Karry Wang]

Tamia Liu (刘涛)

Tamia Liu is a popular Chinese actress who had won various best actress awards in China. She had been a spokesperson for: Porsche, Lancôme, Chopard, BEAST, VIPKID, etc. Tamia Liu’s brand endorsements are often luxury or child care products as she adopts a good mother and a professional actor image.

[Source: Weibo Celebrity endorser in China – Tamia Liu]

Louis Koo (古天乐)

Louis Koo is a famous Hong Kong actor and singer. He is the president of Hong Kong performing artistes’ guild currently. Louis Koo became popular among Chinese Neitzens once again due to his donations across rural regions in China. He has represented: Fiyta, Cadillac, Outes, Tanwan Lanyue, etc.

[Source:Weibo Celebrity endorser in China – Louis Koo]

Chinese celebrities that have had consistently high influence over the last decade

Some older Chinese celebrities still have influence power among general Chinese public. Many of which either still appears frequently on big screen or have recently climbed back into the ranking with more working schedule.

Faye Wong (王菲)

Faye Wong is a highly successful and influential Chinese singer, songwriter and actress. She has been a spokesperson for many global brands, such as LV, CELINE, Motorola, J-phone(Japan), Baleno attitude, Pepsi, Jovell, Head-Shoulders (海飞丝) in the early part of the decade.

Although Faye Wong was ranked first in 2012, her power of influence had weakened a lot as she gradually appeared much less in front of the screen in the recent years. However, she is still ranked in the top 100 Chinese celebrity brand endorsers in 2019.

[Source: Jolintsaidownloads Chinese Celebrity Endorser – Faye Wong]

Jolin Tsai (蔡依林)

Jolin Tsai was the second top earner among Taiwanese singers in 2010 behind Jay Chou (周杰伦). She gained US$14.51 million 2010. In 2012, she had endorsed Koobee, YAMAHA CUXI, Chinalife, Lay’s, Bixiutang, Tropicana, Whisper, Pepsi, Haichang contact lens, etc. Jolin Tsai have returned into the ranking this year as she released a new album.

[Source: yahoo.com Chinese Celebrity Endorser – Jolin Tsai]

Eason Chan (陈奕迅)

Eason Chan was praised by Time magazine as a front runner in the next generation of Cantopop. In 2012, he was a spokesperson for Adidas Originals, Le Paco Clothing, One2Free, McDonalds, Netvigator, Minute Maid, Coca-Cola, Ribena, etc. Eason Chan and Jay Chou are the only two celebrities that remained high on the ranking from 2012 until 2019. Both were ranked in top 10 within CelebrityZ’s ranking in 2019.

Brands’ preferences of these two celebrities over others may be due to their sustainable traffic and ability to generate long-term sales growth. In most cases, older celebrities that general public are more familiar with, can generate more positive association then ‘liuliang star. Budweiser signed Eason Chance as their brand endorser in 2016, and since then consumers have felt closer to the brand. This suggests that Eason Chan’s ‘spontaneous’ and ‘friendly’ personality shares a very similar brand value with Budweiser.

[Source:music.douban.com Chinese Celebrity Endorser – Eason Chan]

[Source: BrandZ & CelebrityZ Eason Chan improved Budweiser’s brand image after he endorsed the brand]

Jay Chou (周杰伦)

Jay Chou is a famous Taiwanese musician, singer-songwriter, music and film producer, actor and director. He shot many TV commercials and print ads over the years. In 2012, he represented LEVI’S, MOTOROLA, CITYCHAIN Watch, Honda Yaris, Sprite, Kaspersky, Yili(伊利) Yogurt, Panasonic cellphone, DHC cosmetics, Colgate, Meters/bonwe, etc.

Despite that many Chinese celebrity brand endorsers had inevitably lost commercial value as years past by, Jay Chou was an exception. He was ranked at third place in the 2019 CelebrityZ commercial influence list. After been quiet for the past few years, Jay Chou’s new music video ‘Won’t Cry’ (说好不哭) featuring Mayday’s Ashin went viral among Chinese Neitzens in 2019. Moreover, his appearance in different TV shows and frequent concerts around the world had helped him build social buzz volume and online exposure. All are the reasons to him climbing up 15 places on the list compared to 2017.

[Source: QQmusic – Jay Chou is one of the most influential celebrities of the 21st century]

Chinese celebrity brand endorsers with declining influence

Leehom Wang (王力宏)

Leehom Wang is one of the most famous celebrities in Asia as a singer-songwriter, director, actor, and producer. He has worked for Coca-Cola, McDonald’s, Sony Ericsson, Bausch & Lomb, Bosideng MAN, Garnier, Lay’s Chips, Nikon, Brand’s, Hyundai.

Although ranked high in 2012, Leehom Wang was only placed at 38^th on 2019’s ranking. Like many other older celebrities, Leehom Wang is not favored by most Chinese brands as they find those endorsers who can attract high volume of social buzz, digital traffic and short-term sales more appealing. ‘Liuliang Star’ is a new word that refers to such kind of Chinese celebrities. Recently, CEO of Hongsheng Group that owns Wahaha (娃哈哈) mentioned in a TV program that Leehom Wang is no longer suitable as a brand ambassador for her brand as consumers are feeling tired and bored looking at him for over 20 years.

[Source: Sohu.com Celebrity endorser in China – Leehom Wang]

Sherry (张惠妹)

Sherry is a Taiwanese pop singer and occasional songwriter. She has been a celebrity endorser for Neo SkyDome Real Estate, Go To Taiwan Taiwan.net, Taiwan Beer, Kuang-Chuan Cold Tea, and Shiatzy Chen. Given that Sherry Zhang has not released any new albums in the recent years, it is reasonable that her influence power has dropped.

[Source: Chinapress.com Celebrity endorser in China – Sherry Zhang]

Fish Leong(梁静茹)

Fish Leong is a Malaysian Chinese singer in the Mandarin pop scene who has had much success in Taiwan, Mainland China, Hong Kong, Malaysia, Singapore and Japan. Known as “the Queen of Love Songs”, Fish Leong has worked for IMPACT, Intimate, Redbox&Greenbox KTV (Malaysia), Shiseido, YAHOO, OLAY aqua hydration, BIOTHERM, KISS GOLD, Cenosis, HITACHI, etc.

Fish Leong, Stefanie Sun, David Tao and René Zhang are all examples of those celebrities that returned back to their family and gradually appeared less on the big screen. However, many of them are making comebacks to the screen recently, which means their future influence power may be expected to increase once again.

[Source: Pinprestige Celebrity endorser in China – Fish Leong]

Stefanie Sun(孙燕姿)

Stefanie Sun is a Singaporean singer and songwriter. In 2012, she had shot over 50 commercial ads for global brands such as RichLife ZHI, SK Jewellery, FOSSIL watch, Lexmark printer, Motorola, YAMAHA, Lux, Louis Vuitton, Converse, Lay’s, XS-EXES, etc.

[Source: Duitang elebrity endorser in China – Stefanie Sun]

David Tao(陶喆)

David Tao is well known for creating a crossover genre of R&B and hard rock tunes, and has been a spokesperson for Hennessy VSOP, Big John, Volkswagen EOS, Honda, Rejoice Shampoo, Sony Ericsson W810C cellphone, Sprite,etc. Due to his scandals, he had not been active in recent years and is no longer preferred as a brand endorser by many brands as his image does not attract a positive association in consumers’ minds.

[Source: Pinprestige Chinese Celebrity brand Endorser – David Tao]

René Liu(刘若英)

René Liu is the first to win Best Actress awards at the Asia Pacific Movie Festival in both television and film productions. She has worked for SHISEIDO, Lux, Garnier, Sharp cellphone and Sharp AQUOS, Rado, Daphne D28, Whisper, SODA, etc. She is among the Chinese celebrity brand endorsers who are declining in popularity.

[Source: Pinprestige Celebrity endorser in China – René Liu]

This article Marketing research: Chinese celebrity brand endorsers is the first one to appear on Daxue Consulting - Market Research China.

Madame Figaro, first published in Paris in 1980 as a supplement to the Saturday edition of the daily newspaper Le Figaro, now has expended into more than 12 countries and districts including China, Japan, Korea, Thailand, Taiwan China, Russia, Greece, Portugal, etc. Dedicated to trends in beauty and fashion, it targets readers with high income, high social status, and familiarity with current affairs. Besides, Madame Figaro published an online edition in addition to paper edition to get access to more readers.
Marie Claire is a monthly French fashion magazine published in 1937 and distributed into over 20 countries with 33 international editions in 16 languages. Marie Claire is publicly regarded as the the leader in fashion area and well integrates fashion with beauty, health and entertainment. It is devoted to telling readers a true world in the most romantic way, helping them live a desired life, and lighting women’s inner world.

ELLE, founded in 1945 in France, was the largest worldwide fashion magazine with 42 international editions in over 60 countries. With the slogan of “Sexy, Spirited and Stylish”, the magazine reaches over 4.8 million readers, mainly women between the ages of 18 and 49. ELLE wants to give young women enough power to decide their own life and motivate their aspirations and inspirations.

MILK, created in 2001, is a fashion and lifestyle magazine in Hong Kong. As one of the most “in” and “cool”magazine in China, it collects most fresh information about clothes, shoes, games, designs, musics, videos, movies, and lifestyles all over the world. In July 2006, it was first issued in mainland China and achieved immediate success.

Mina, a fashion magazine published in2004 in Japan, gains its popularity mainly in Hong Kong, Tai Wan, Japan, and mainland China. With the slogan of “To be your own stylists”, it focuses on fashion style and design, teaching readers more DIY skills. Its can be basically divided into three parts: Fashion, Beauty, and Life style. No matter in which part, you can always find something best, newest, and fastest.

Daxue China Market Research

This article Fashion magazines in China is the first one to appear on Daxue Consulting - Market Research China.

Endorsement: Louis Vuitton

Sophie Marceau

Endorsement: CHAUMET & Dior

Julia Roberts

Endorsement: Lancôme

Meryl Streep

Endorsement: Salvatore Ferragamo

Emma Watson

Endorsement: Burberry, Lancôme Trésor Midnight Rose, Alberta Ferretti, People Tree, etc.

Anne Hathaway

Endorsement:  Lancôme Magnifique, Lux, and Redu.

Scarlett Johansson

Endorsement: MANGO, Dolce & Gabbana, etc.

Nicole Richie

Endorsement: MercuryDuo

Cameron Diaz

Endorsement: TAG Heuer Link Lady.

Sarah Jessica Parker

Endorsement: Artistry, Bitten and Gap.

Daxue Consulting, Market Share china and Research China

Picture sources:

• Angelina Jolie
• Sophie Marceau
• Julia Roberts
• Meryl Streep
• Emma Watson
• Anne Hathaway
• Scarlett Johansson
• Nicole Richie
• Cameron Diaz
• Sarah Jessica Parker

This article China research: Famous female western celebrities in China is the first one to appear on Daxue Consulting - Market Research China.

CBS-Columbia Broadcasting System, is one of the three major US commercial broadcasting television networks, and produced lots of criminal series such as <CSI>, <Criminal Minds>, <The Big Bang Theory>, <How I Met Your Mother>, etc. Among them, “Big Bang” tells about funny stories happening among scientists andbecoming one of the hottest series in China.

NBC: <Friends>, <Heroes>, <Law & Order>

NBC-National Broadcasting Company is the first national broadcasting giant in America. It produced <Friends>, <Heroes>, <The West Wing>, <Law & Order>, etc. While in China, <Friends> is one of the most influential and classical American series among university students. The reason why they are glued to the laptop to watch this TV series day and night is because they want to improve English and know more about American lifestyle through it. Besides, they are recommended by English teachers as well to help students strengthen their listening and speaking skills.

ABC: <Desperate Housewives>, <Lost>

ABC-America Broadcast Company, is the third American broadcasting giant together with CBS and NBS. Its soap operas include<Desperate Housewives>, <Lost>, <Boston Legal>, <Dancing With The Stars>, <Grey’s Anatomy>, <Ugly Betty>, <Revenge>, etc. Among them, <Desperate Housewives> and <Lost>  have received good response from Chinese audiences, and their ratings are always rising on various video websites.

FOX: <Prison Break> , <Lie to me>, <24 Hours>, <House M.D>

FOX Broadcasting Company produced lots of famous American series, like <BONES>, <24 Hours>, <X files>, <House M.D>, <FRINGE>, <Prison Break>, <Lie to me>, etc. <Prison Break> and <Lie to me> are spectacularly hot in China for their excellent stories and scenes, and attracted millions of loyal fans in China.

CW: <Gossip Girl>, <The Vampire Diaries>, <Nikita>

CW-Columbia Broad-casting System and Warner Bros. Network, produced <One Tree Hil>, <Veronica Mars>, <Smallville>, <Gossip Girl>, <The Vampire Diaries>, <Nikita>, <Everybody hates Chris>, <Gilmore Girls>, <Supernatural>, <Veronica Mars>, etc. <the vampire diaries>, <Gossip Girl> and <Nikita> are extremely hot in China not only because of celebrity effect, but also of wonderful story plots. Owing to the huge success of these American series, some American stars such as Maggie Q, Leighton Meester, Blake Christina Lively, Nina Dobrev, Ian Joseph Somerhalder, and Paul Wesley are all well-known in China now.

Written by Amy Wang from Daxue Consulting, a firm focuses on Market Share China and Research in China

This article American TV Series in China is the first one to appear on Daxue Consulting - Market Research China.

Camay, a Combination of Passion, Romance, Glamour, Joy, and Delication

Camay, a scented hand and body soap, is one of Procter & Gamble‘s most famous brands launched in 1986. It was inspired by superior French fragrances and has built a significant awareness in more than 60 countries. With the slogan of “Camay: the soap for beautiful women”, Camay entered into China market in 2009 and seized the opportunity to enlarge its market share to cover all first-tier and second-tier cities.

Key Words of Marketing Strategy: love and care

Basically, P&G always uses the same storyline within its TV commercials to build its awareness among the public to increase customer loyalty. That is P&G product helps you deal with a daily problem. You can find this route in VS, Pantene, Olay, and Hand & Shoulder. Although the marketing approaches of Camay was totally different with the previous one, it still took advantage of the mainstream emotion of Chinese customers to access to  the potential users. Camay’s fragrance was regarded as the core competence when it was put into China market. Compare to the strategy implemented by safeguard and Olay, Camay put more effort on the demand of females and targeted at the key words such as love and care.

Movie marketing: Sophie’s Revenge & Hot Summer Days

As for implant advertising, Camay cooperated with the famous Chinese film Sophie’s Revenge (非常完美), played by Zhang Ziyi(章子怡) and Fan Bingbing(范冰冰). Camay published the movie of new product on the film’s releasing day all over China. After this huge success, at the beginning of 2010, it continued to cooperate with another film named Hot Summer Days (全城热恋) and hit a second success.

Edited by Amy Wang, a China Consultant from Daxue Consulting

This article Camay in China is the first one to appear on Daxue Consulting - Market Research China.

Jeon Ji-hyun (全智贤)-“My Sassy Girl”

The history of the Korean movie industry from the silent screen to the present box-office blockbusters has been shaped by constantly-changing historical and cultural forces. There are three important moments in the development of Korean films: first in 1992, Marriage Story was financed by Samsung, marking the first non-government funded film. In 1999, Shiri was released and led to Korean films taking over 50% of the local market. Ultimately, My Sassy Girl became the most popular and hottest Korean film in history. As a huge success, “My Sassy Girl” help the Korean film industry enter into the Chinese market and introduced two Korean stars Jeon Ji-hyun (全智贤) and Cha Tae Hyun(车太贤) to Chinese film fanatics. In 2011, Ji-hyun played a role in “Snow Flower and the Secret Fan” accompanied by a famous Chinese actress Fan Bingbing. This film achieved over 25 million RMB in ticket sales in just three days after its release. Jeon Ji-hyun’s endorses for Hanhou(韩后), GUESS, Bestibelli, Samsung, The face shop, Elastic shampoo, Hana FOS, Jambangee, Olympus camera, and etc.

Hyun Bin-“Late Autumn“

As an emerging film star, Hyun Bin(玄彬) continued his success in Korean dramas into the film industry, especially in 2010 when he played a role in “Late Autumn” with Tang Wei, who once acted in “Lust Caution” directed by Ang Lee. The film achieved revenues of over 60 million RMB in Chinese market and set a new record for Korean films in the Chinese box office. Once he became an established super star in the Korean film industry, Hyun Bin began attending more commercial activities, for instance, his endorsements are Samsung Smart-TV, LG X-NOTE, Laneige Homme, Miseenscene, Somang Beauty credit, DOHC, SIEG, CASPI CONUS, BON, I’m David, Paris Bagutte, Hite beer, etc.

Song Hye Kyo-“Hwang Jin Yi”

Song Hye Kyo(宋慧乔) is both a South Korean model and actress. She gained popularity through television dramas such as “Autumn in My Heart” (2000), “All In” (2003), and “Full House” (2004). Then in 2007, she won Best New Actress in Korean Film Awards because of her role in “Hwang Jin Yi.” In 2011, she won another acting award in Korean Film Awards because of her role in “A Reason to Live“. Such awards suggest that Song Hye Kyo has successfully transitioned her career from dramas into the film industry. Besides, Song is also one of the most in-demand product endorsers in Korea and has done many TV commercials over the years. She has been a spokesperson for popular brands such as Laneige, Levi’s (Lady style), Etude, Whitea, Aritaum, Innisfree, Woongjin, Roem, McDonalds (Ice Cream), FHM and Vivien Bra.

Daxue Consulting about Market Entry Strategy in China

Sources:

• Jeon Ji Hyun
• Hyun Bin
• Song Hye Kyo

Pictures:

• Jeon Ji-Hyun
• Hyun Bin

This article Market research: Korean film industry in China is the first one to appear on Daxue Consulting - Market Research China.

Famous producers: “Le Gaumont et compagnie “, “Pathé“, “UGC“, and “AMLF“

There are basically four famous film producers in France, “Le Gaumont et compagnie “, “Pathé”, “UGC”, and “AMLF”. Among these producers, the previous two are well known amid Chinese audiences. For instance, the films produced by “Pathé” are “Les Choristes” (放牛班的春天), “Océans”, “Microcosmos: Le peuple de l’herbe”(微观世界), etc. But in terms of the representative of French film, it should be “Le Fabuleux destin d’Amélie Poulain“. It was produced by “UGC” and left a good impression on Chinese audiences. It tells the story of a shy waitress, played by Audrey Tautou, a girl decides to change the lives of those around her for the better, while struggling with her own isolation. Besides, French films are also outstanding in the documentary area, some classic films such as “Océans“, “Microcosmos: Le peuple de l’herbe” all won good fame among Chinese audiences.

French Stars: Sophie Marceau, Jacques Perrin

When it comes to French film stars, the first one comes into Chinese mind is Sophie Marceau, As a teenager, Marceau achieved popularity with her debut films La boum (1980) and La boum 2 (1982), receiving a “César Award for Most Promising Actress”. She became a film star in Europe with a string of successful films, including L’étudiante (1988), Pacific Palisades (1990), and Fanfan (1993). In the 1990s, Marceau became an international film star with her performances in Braveheart (1995), Firelight (1997). She ever endorsed CHAUMET and Dior and built good image in audiences’ eyes. Another super star is Jacques Perrin, one of the most famous documentary director. He directed “Microcosmos: Le peuple de l’herbe”, “Océans”, “imalaya”and “Le Peuple Migrateur”, and achieved huge success.

French Films: “La proie”, “Bienvenue chez les Ch’tis”, “Intouchables”

Three French films, “La proie”, “Largo Winch”, and “Derrière les murs” were released in Chinese cinemas during February to March 2012, as a good beginning for French films to enter into China market. “La proie” was compared with American series and was called French “Prison Break”. But owing to the fierce competition in China film market, the three films didn’t get good results. According to the statistics, the box office of the three films is total over 3 million. This is because the market is mainly occupied by American and local films. However, French films still got good response from audiences even though audiences didn’t pay much to get into cinemas. In addition, “Bienvenue chez les Ch’tis” and the new film released in 2011 “Intouchables” can always be talked among Chinese audiences.

Edited by Amy Wang, a Chinese consultant from Daxue Consulting

This article French Movies in China is the first one to appear on Daxue Consulting - Market Research China.

Consumer Behavior in China

The majority of Chinese students aged between 15 and 18 years old are studying in school where does not allow them to wear their own clothes except the uniform distributed by school. In this situation, the clothes that have been sold most among Chinese students are underwear, sweaters, polo shirts, heavy coat for cold weather, and perhaps caps. Due to limited source of money, Chinese students often choose their parents to accompany when they do shopping issues. The information about brands of clothes is frequently received from friends and classmates by word of mouth.

Brands of Clothes for Teenagers in China

Metersbonwe, propagated by a China super star Jay Chou with slogan of “be different”,  successfully occupies large market share in students market with price of 100RMB on average, it takes advantage of celebrity effect and attract a large number of fans to be loyal customers. Metersbonwe target on low-income consumer groups for its diversification and a follow of fashion trend. Others brand like Yishion and Semir share a similar market strategy. While for sports brand, local brand like Lining, Anta owned a good fame with relatively low price compared with global brand like Nike, Adidas, Puma, etc. Global sports brand owned customer loyalty and earned large market share in middle school and high school, usually these part of consumers are brand-oriented and get enough financial support  from parents or earned by themselves.

Cosmetics Market in China

Chinese students do not have much opportunity to use make-ups, they use skin care products more frequently and focus on function like clean, moisture, whitening, and anti-acne, besides, they prefer skin care with moderate effect because their skin does not need too much chemical materials. The markets also vary from low price to high price. In the low-price market,  they are clean & clear, Neutrogena, Pond’s, Mentholatum, the face shop, etc. Clean & clear offers acne and skin care products, treatments, and medications to leave skin looking healthy, clean and radiant, they earned good reputation when entered into China market at the beginning, but started to lose  market share years later due to less effect on solving acne problems. While Neutrogena and Mentholatum get a better response and feedback from consumers and its markets share  increase steadily every year. As for the face shop, the price is 50-100 RMB  for a single product on average, a little bit higher than other brand but is famous during students maybe for its delicate bottle package and effectiveness.

Edited by Amy Wang from Daxue Consulting Firm, a Market research company in China

To find more articles about Consumer Behavior here.

This article Clothes & Cosmetics Markets for 15 – 18 years old is the first one to appear on Daxue Consulting - Market Research China.

TV Market Share in China: Hisense, Chuangwei, Changhong, TCL, Konka

Due to the pressure generated from high pace of life, Chinese people tend to choose watching entertaining programs or going shopping to kill time when they are off work. As for the usual brand of TV chosen by Chinese consumers, following diagram illustrates a explicit structure of TV manufacture market in China. The sales produced by top 5 TV brands accounts to the half of whole market, with figures that Hisense (13% market share), Chuangwei and Changhong (12%), TCL and Konka (10%). From this point to see, local brands take up the leadership positive and defeat overseas brands, Samsung, Sony, Sharp. According to a market report released last year, Hisense’s revenue increased by nearly 100% compared with the same period of last year. While TCL achieved net income of 0.95-1.1 billion, up 120%-150% from the period of last year.

QQ, Renren, Kaixin, Weibo, Weixin in Daily Life

Nobody can live without the internet especially after the appearance of various applications on smart phone. People are busy at moving their fingers for games such as Fruit Ninja and temple run. They may use QQ and Fetion such instant communication tools to send immediate messages and chat online. Besides, SNS (social network system) is prevailing among students and white collars and provides a place for them to share information and interact with each other. While weibo (Sina weibo and Tencent weibo)is newly emerging fangle and rapidly have become one of the most effective and dominant method which is much faster in broadcasting information. Recently, a large of group of people are glued to weixin from Tencent, an application launched on smart devices and has the virtue of being speaking and texting message to others.

Destinations for Tours: Jiuzhaigou, Dali, Hangzhou, Guilin, Zhangjiajie  

Having a journey during holidays or golden week(黄金周), usually refers to the National Days and the Spring Festival, is always a good choice for Chinese people. With newest implemented Traffic Laws that high way is free for all kinds of small passenger vehicles during official long holidays, thousands of Chinese people are encouraged to have a self-drive travelling plan or long journey. Usually, the best destinations censused by a research in China are Jiuzhaigou in Suchuan province, Dali located in Yunnan province, west lake in Hangzhou, Yangshuo in Guilin, and Zhangjiajie in Hunan province. Apart from those domestic places, Chinese people would also like to choose overseas tourist resorts, for example Pattaya, Jeju and  Hongkong, for a visit served by a travel agency. In China, the best travel agencies are BTG International Travel & Tours, CITS, and Beijing Youth Travel Agency.

To find more information about China Tourism here.

Edited by Chinese Consutants from Daxue Consulting

This article Leisure Activities in China is the first one to appear on Daxue Consulting - Market Research China.

Background: 300 million People

In China, the middle class is defined as households mainly concentrated in major cities, engaged in decent jobs with good
educational background and professional qualifications. They typically earn an annual income of more than 60,000 RMB, own at least one house and one private car, and enjoy an above average to average consumption level. According to statistics,  there are over 300 million people in China that are qualified to be considered part of this above-defined middle-class. This demographic covers about 25% of the Chinese population – as large as the entire population of the United States. The number is predicted to reach 700 million within the next 10 years as the overall population grows to 1.45 billion. China’s middle class consists of entrepreneurs and white collar workers who are working for multinational or state-owned companies.

Market towards Middle Class

China middle class has already created a huge market not only for necessities ranging from  household appliances to houses, but also for luxury goods including cars,  jewelry, handbags, clothes, etc. With on- third disposable income, about 60,000 RMB a year on average, it can be concluded that the middle-class pushed consumption to a higher level in the Chinese domestic market over the past 10 years. Taking cars as an example, in 2008 sales of cars in the senior market reached 1.04 million, covering 17% of passenger cars. Even during the first half of 2009, with the ongoing financial crisis, the Chinese middle-class automobile purchase rate did not decrease. China middle class is a powerful group that can’t be ignored for companies looking to succeed in the Chinese market. Among all car brands, the Honda Accord and Toyota Camry earned good reputations with middle-class Chinese customers because they offer a good combination of driving quality and price. In addition, German cars like BMW, Mercedes-Benz, Porsche, Volkswagen, always maintain a fairly stable market share among the middle class. In terms of real estate, many middle-class Chinese families tend to purchase properties overseas as many of them are unsatisfied with simply owning a domestic home.

Middle-Class Lifestyle

With relatively affluent incomes, the middle-class pursues a more leisurely lifestyle than most Chinese citizens. According to an online survey, the more money they earn, the more time they spend on traveling. 81% of Chinese citizens who traveled last year earned more than 5000 yuan a month. 25% of those visitors chose foreign countries as destinations over domestic locations. As the survey recorded, middle class males prefer to go to Southeast Asia for vacation while females prefer Paris, New York, Milan and other fashion hubs and shopping hot spots. It is becoming the trend among the Chinese middle class to go beyond Chinese vacation destinations and instead travel outside of the country.

Chinese Consultancy from Daxue Consulting

Sources:

• McKinsey
• BBC
• CNN 1
• CNN 2

Picture: Chinese Middle Class

This article Market analysis: Chinese middle class is the first one to appear on Daxue Consulting - Market Research China.