It is important at Hub of China to provide with clarity what the advantages are of choosing Hub of China as your provider of market research in the Chinese Market, and what sets us apart from other market research companies in China
Our experience & expertise
We have built our reputation on the back of our teams specialised knowledge of the Chinese market. We have a team who are not only highly qualified to carry out focus groups, in-depth interviews, surveys, and questionnaires but are also experienced in successfully assisting medium to large western companies compete in the Chinese market.
Assistance includes but is not limited to initially providing advice of the demographics of participants our client offerings would be suitable for. Then utilising our rich resources across the mainland to recruit the most suitable participants for the market research, and carry out the market research whereby participants feel at ease and have the freedom to express themselves.
Lastly, using our well established techniques to analysis the findings of the market research and provide implementable call to actions.
Wide Network Across the Mainland
We have built our network of contacts over the last decade. Our rich resources allow us to conduct market research in any tier 1, 2 or 3rd city across China. Most market research agencies in China are likely to only have resources in the 1st tier cities. Not everyone in China can speak standard Mandarin so we also have moderators on hand who can speak and understand the local dialect for every province in China if required upon.
Detailed Market Research Reports
Our market research reports are the most valuable output we provide to our clients. We take pride in providing reports which present detailed analysis of the findings in a clear and transparent way. One of the comments we frequently get from our clients is how well laid out and clear our reports are. Once we have delivered a market research report to our client there will be little ambiguity about our recommendations and what steps our clients should take.
A Holistic Approach
For us at Hub of China conducting high quality market research is just the first necessary steps to a successful campaign in the Chinese market. Throughout the market research process our team always have one eye on how this research can manifest and become actionable for the client. We want to ensure we can help the client implement the findings of the market research. Whilst most market research companies will take a back-step after carrying out the market research, we have the resources to put the market research into action.
We have built our reputation not only through the quality of the added value we provide to our clients but through our highly competitive prices. What we realised at Hub of China is in order to create a sustainable business we needed to build up long term relationships with our clients. Through a high quality service and competitive rates we have been able to maintain these long term relationships with clients and assist them in a number of different areas. We are able to achieve competitive prices for our clients through hiring the majority of our research experts as subcontractors and through not taking as much of a profit margin as some of our competitors. Unlike other market research agencies not only provide the initial research but also offer a variety of services to help our clients market and reach their target markets.
Our Responsive Support
We have a presence in London and China and are always on hand to get back to queries from clients or potential clients. We aim to get back to emails within one business day and are happy to communicate over the phone too. We ensure we keep our clients fully updated throughout the entire process, from the discussion of requirements, to recruitment, to the writing up of the findings we have identified.
The Bottom Line
We at Hub of China really feel we stand out from other market research firms in China, if you wish to find out more information or have any query please get in touch and our team will get back to you within one business day.
Why carrying out Market Research in China is a Must
A blunder demonstrating the need for Market Research
Any company small or large, is prone to having problems in the Chinese market without doing their initial research. There are many cases over the years where this has become very apparent. Nike, recently produced a pair of limited edition trainers with two Chinese characters printed on the heel of the shoes. One shoe was printed with the character ‘Fa’ which translates to “Getting rich”; the other, shoe was printed with the character “Fu”, which translates to “Fortune arrives”. This seems above board on first impressions, except when both characters are joined together they translate to ‘getting fat’. The problem now is that mistakes like these can now quickly spread through social media and quickly leave a huge dent in the companies reputation
Changing Chinese Consumer Habits
The habits and wants of Chinese consumers are changing quickly. In 2017 McKinsey conducted a Chinese consumer report which illustrates the change in opinion in just 4 years from 2011 – 2015. The below chart illustrates a clear increase in those who would be willing to pay a premium for a premium product. Primary up-to-date market research is a must to really understand the Chinese consumers of today, as secondary research from just a few years ago on Chinese consumers could well be outdated, and obsolete.
We recently conducted a couple of focus groups with 1st tier city and third tiered city participants. There seems to be a growing apathy of premium western products from 1st tiered citizens whereas the lower tiered and less developed cities seem to have built up an appetite for these goods. According to a report jointly released in 2018 by Boston Consulting Group and Chinese internet powerhouse Tencent, more than half of all luxury consumers in China live outside the top 15 cities, less developed cities. Keeping up with this market research is a must for any company looking towards China.
The Diversity of Chinese consumers
Mainland China has 56 ethnicities which are officially recognised by the Chinese government. Many of those ethnicities have their own languages and own unique traditional cultures which impact the people and habits they have today. Below is a map of how Chinese citizens segment each province, illustrated through the auto-complete results that people search on Baidu (China’s largest search engine). It gives an indication on how differently the Chinese view one another.
Due to the huge geographical disparities, different habits and socioeconomic variations across provinces in China, companies will often cater their products or service offerings according to the province they are situated. McDonalds adapt their menu to reflect different tastes and local traditions in different provinces in China. In Chengdu, Sichuan you can order the ‘Sichuan burger’ a a grilled chicken sandwich, spiced with chilli peppers and Sichuan peppercorn. This burger is not available in Beijing where the locals are not used to spicy food as much as their Sichuan counterparts.
It’s vital that firms looking to operate in the Chinese market cater to the different needs and preferences of each province. Without this knowledge it’s feasible you can be successful in one province whilst a failure in another one. Not all offerings need to change according to the province, for example iPhone offer the same products across the board at the same price point but for some offerings this will be necessary.