WHY

Whether one subscribes to a bullish or bearish viewabout China, there is no denying that China is thefastest growing consumer market today, thus amarket which few marketers can afford to ignore :

WHERE

With its vast and diversified territory, China is a hardmarket to grasp. Within a fast evolving society, theChinese consumer is difficult to pin-point and decipher.Our research services encompass all Chinesegeographies, from Tier 1 cities to Tier 5 townships.

Tier 1: 3 citiesTier 2: 24 citiesTier 3: 228 citiesTier 4: 322 citiesTier 5:1300 towns

Per Capita GDP spread5000 CNY-140,000 CNY*(500 GBP- 14,000 GBP)

2010 official statistics

*“Chinese consumers - doing it their way“, The Economist, January 25th 2014

The Economist weekly newspaperreports that China has become theworld’s biggest e-commerce market,with spending forecast to reach $540billion next year.

McKinsey&Company, the consultancy,Forecasts that consumption by urbanChinese households will increase from10 trillion yuan in 2012 to nearly 27 trillionyuan in 2022.

WHAT

We propose research and training to help youunderstand the Chinese consumer.

In China, we work with a team of top calibre researchersand moderators to organize ad-hoc qualitative research

• focus groups• in depth interviews• motivational research• Ethnography (home visits, shop along, accompanied

drinking …)

In Europe, we also propose talks and training sessions onhow to interact with the outbound Chinese consumer• Intercultural communication• retail training• Hospitality training

Key areas of expertise:• Insight planning for market entry• Consumer• Chinese outbound behaviour ( shopping, travel etc. )

WHO

INSIGHT CHINA’s research principal, Felicia Schwartz, has spent13 years living and working in China. She headed up clientservices for international clients such as Kimberly Clark, GSK,and Kraft Foods for Ogilvy Beijing, and planned the strategy forthe repositioning of NESCAFE across greater China throughouther time with Dentsu Advertising in Beijing.

China Edge’s training principal, Yu Sun, is a cross-cultural consultant with a particular focus onAnglo-Chinese communications in business.

Previously working with the Shanghai governmentand the European Commission as a projectmanager, She has worked on many international

Felicia also co-founded and led her own agency,Hitang & ChinaCreative Connections, focused onlinking up brands and the arts, throughout her lateryears working in China.

projects between the EU and China. As a native Chinese, sheemploys her knowledge and experience to help bridge culturaland business divides through effective communication.

Our network of moderators boast a large span of sectorexpertise :

Cosmetics (L’Oreal, Lancome, Shu uemura, La Mer, EsteeLauder, Bobby Brown) + FMCG (e.g. Unilever, Kraft foods )+ OTC drugs (GSK) + Alcohol (Diageo) + Pet care products+ Automobile (Audi and VW Imports such as Beetle,Touareg… ) + Technology and Innovation products

ON THE GROUND IN CHINA OUR PARTNERS

At INSIGHT CHINA we focus solely on the understanding of the Chinese consumer. Through the China Edgepartnership, we have a rich resource of contacts and partners in China specializing in areas such as :

• Market Entry

• On-line communication

• Social media

• Public Relations

• Intellectual Property Rights

• Legal issues