Are you in a dilemma when you are dealing with the largest and the most complicated market, China?

Do you start to believe that you will have a better business with greater rewards, if you listen carefully to the Chinese users?

Are you trying to get rid of the so-called ‘China Spell’?

Have you ever found it difficult to keep up with the rapid changes in China?

China is now experiencing a profound consumer revolution with social change and related changes in values, ideology, culture and consumption. As the ideology and behavior of the Chinese consumers get more and more complex, multinational brands attempting to sell their products and services to China urgently need research into the segmentation, values and lifestyle, as well as the exploration of consumption needs, structure and patterns.

In new and emerging markets, understanding the users' needs and the preferences is the best source of good ideas for successful products and services. The user-oriented idea is even more meaningful in China. In this market, the preference of new things largely reduces the life-cycle of products and therefore, poses a big challenge to new products and new ideas. Simple localization will no longer satisfy the Chinese users and a ‘made for the Chinese market’ product will obtain more interest and approval.

It is often the same case with multinational companies in China that a good-looking strategy turns out to be a mistake. Any incorrect evaluation or ignorance of Chinese cultural values will cost you your efforts. The long history and cultural values put great influence on people’s lifestyles and consumption psychology. Additionally, the values and weltanschauung of Chinese are very different from those of Western people.

China is experiencing a transformation with complex manifestations. Modernization is changing and reconstructing the society at a rapid speed. In the last 20 years, China has experienced great changes, which is fundamentally altering every aspect of society and this change is reflected in the life styles, social structure, behaviors and social culture.

We analyze the differences of the Chinese consumption ideas and behaviors in varied and fresh ways. And what’s more, we would like to tell you – our client, who your consumers really are.

We endeavor to get you close to the Chinese users and deliver real user information and experiences. What’s more important is to tell you what Chinese users really desire.

We are not only delighted to share with you our wide knowledge, but we hope more that we will identify the humanistic essence of Chinese culture together with you.

According to Chinese society's unique characters, we interprete the transition process of Chinese society from the local perspective by Chinese-colored sociological theory.