Branding China: Laneige in China

Branding China: Laneige in China

South Korean’s cosmetic giant, Amore Pacific, house to a dozen of successful skincare and makeup lines, plans to take it to the next level in China. Its brand, Laneige, has been doing well since its launch across Mainland China and in Hong Kong in 2005: indeed, the luxurious blue and white packaging products earned quite a lot of Chinese fans.

Laneige China       Named兰芝 Lan Zhi (Orchid/Sesame) in China, the brand has chosen a phonosemantic translation for its brand name : Laneige means snow in French, but as much as snow is a symbol for purity and beauty in Korea, it’s not the same in China. Its Chinese counterpart is known to be the orchid, and that’s why Laneige chose the Lan character, used widely in the cosmetics and beauty market. For the Zhi character, I tmight be a reminder as to the Korean origins of the brand: Korea is known for using traditional herbal medicine, just like China, and sesame is a cosmetic ingredient that’s moisturizing and that helps lock in the moisture, just like china seeds. In any case, the name of 兰芝 Lan Zhiseems to have attracted many Chinese customers and to have enabled the brand an established fan base in China.

With needs that are each day more and more defined, the Chinese clientele is expecting fast improvement on theire very growing skincare regimen, and that’s something South Korean cosmetic brands are known for : innovation after innovation, the globally renowned country of beauty brought up numerous patents to add to their collection : for one who wants to achieve perfect skin, that’s essential. Indeed, with South Korea’s rising popularity in the cultural and entertainment field, grew the interest in their beauty tips and skincare routine.

Young girls are craving for Snowhite-like skin, also referred to as Song HyeKyo skin or Jung Ji Hyun skin: Laneige has well understood this fact. With these two celebrities as the brand’s spokespersons, they have attracted numerous consumers to their counters, and made their water-science technology popular across all the country.

Currently third in the Chinese market, Amore Pacific is planning on becoming the « Asian beauty creator », eyeing the currently top leading western firms’ market shares (L’Oréal and P&G). With Laneige’s rising popularity; and the launch of several other popular brands (Etude House, Innisfree, Sulwhalsoo… All targeting a different audience), Amore Pacific is gearing towards its goal and never wavering: we can already expect impressive results from this innovative and ambitious company in the next few decades!

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Chinese video game industry shows new potential for Tech giants

Chinese video game industry shows new potential for Tech giants

China has the largest number of online video games players in the world. With the recent suspension of the banon foreign consoles – consoles made in the Shanghai’s free trade zone can be sold on the Chinese territory – further developers will soon get into this multi billions market.

However, the video games are still subjected to strong regulationsfrom the Chinese cultural authorities. Each marketing aspect of a foreign video game is investigatedby diverse organs of the Ministry of Education.

Who are the followers and where do we find them?

According to a recent analysis on the video games industry, more than 38 % of the frequent Chinese playersare aged between 16 and 22 years. About 15 % of them are below age 15, while 23 % are more than 33 years old. Furthermore, on average, 67 % of them play online video games more than 7 hours a week.

These gamersoften play at cybercafés where they can easily play and compete against others players. In 2013, it has been estimated that more than 520 million Chinese have played to online video games or on their Smartphone at least twice a week. By 2015, most industry experts estimate that this number should reach 700 million.

Internet connection being faster on the coastal regions, most frequent players is located on the East part of China. Nevertheless, a significant number of frequent players are also located in cities such as Chengdu and Wuhan. With the progressive expansion of the 3G, further followers are expected to use video games on their Smartphones.
The Chinese, just like Japanese and Korean, are fond of online role-playing games. Chinese boys often venture into a long-term play and in riddles, while Chinese girls are attracted by app and games available for the Smartphones.

PC has been overtaken by Smartphones in term of monthly players. This is the result of the attractiveness of new technologies and simplicity of video games for Smartphones.

However, in China, the most popular video games are often free to play. Gamers are simply charged for add-ons.

The rush towards the novelties

With the removing of the ban, the giants of games consoles (Sony, Nintendo and Microsoft)are fightingthe still thin market share of the market of games consoles.

That being said, the leading local developers such as Tencent, Shanda and NetEase have strong market share and footprint on the app and online games.

Thibaud Andre, Daxue Consulting

Daxue Consulting

More about branding China

High-technology industry in China

High-technology industry in China

The high-technology Chinese industries gained in vitality these last two decades. But the main part of the development was made under massive drip of foreign capital and imported technologies. It is rather understandable that a developing country as China follows the path of the technological imports for its development. But how long still does the country have to follow such a strategy of development?

High-tech in Asia

Japan, Taiwan and South Korea all knew this gap between technological imports and national innovations. For example, when South Korea began its industrialization impulsed by the heavy chemical industry in the 1960s, it chooses to import foreign technologies. Later, by making companies the main actors of the innovation with the support of an active policy, the country knew a development impulsed by the national technological capacities.

According to Daxue Consulting, the Korean firms are gradually crossed by the production of products conceived abroad (Original Equipment Manufacturing – ŒM) in the manufacture of products conceived in Korea (Own Design Manufacturing – ODM) and in that of their own marks (Own Brand Manufacturing – OBM) to get back more added value. We would wish that China follows the same trajectory.

Daxue Consulting

Daxue Consulting is the most efficient market research firm on high-tech in China

Foreign technologies in China

At the same time, the experience of the recently industrialized Asian savings also suggests that it is not the technological imports, but rather the lack of local absorption capacity to assimilate, adapt and improve the imported technologies, that pull dependence to the foreign technologies. And the foreign direct investments as vectors of technological transfer can strengthen to a certain extent this dependence.

According to JX Paulin, founder of Mysimax, numerous advantages should invite China to resolve the current technological crisis and to create in the XXIth century an economy based on the knowledge. The new products and the services resulting from innovations would easily be likened by the vast national market, so opening the way in some more of innovations. But the advantages of the market, as well as the comparative advantage of the manpower could discourage the Chinese companies to be innovative.


Cost of distribution in China

China, by the combination of its trump cards of moderate costs of manufacture and distribution, surmounted successfully its weakness in quality terms, and it motivates probably less companies to be represented in the first rank. With the development of its market, China will certainly continue to have access to the foreign technologies. But, as explained by SJ Grand, it is only with the greater technological capacity that she can acquire leader’s position on the world market and raise the national firms at the level of those of the industrialized nations.

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panel in China

Be panelist in China

Panel in China

What is the role of a panelist? To give advice, opinion or answer questions. But what makes a good panelist? Definitely solid experience. Daxue Consulting, a French company specialising on marketing research and business advice, is not only highly experienced, but also has strong network, database and frequent references in panel.

panel in China

As it was stated, experience is crucial for being involved in panel discussion. Both Chinese market and its consumers are extremely complex, with its own features and characteristics, which are not typical for Europeans. Therefore, it is crucial to know the market from inside for fair and reliable judgement. Daxue Consulting, after being presented in Chinese market for several years, has enough confidence and enthusiasm to participate in panel discussions. It frequently releases reviews and observable articles on different markets, based on the company’s knowledge and experience of China.


As economists like to say, the economy has a lot of question and even more answers; however, it is not clear yet, which answer is correct. This implies that all answers, no answer or just one can be correct. This makes panels extremely interesting in China. Being a country with constantly transforming economy, with various market trends and directions, China needs more ideas, opinions and discussions, which collaboratively will evaluate the complex Chinese market.

 Good panelist, good research, good database

Another important characteristics of being a good panelist is having a sound database. Good research profile in various markets and for various companies creates a solid base for panel discussion. Each market research, either small or global, requires some data base and data analysis, which help to write a review on a market. As a result, a panelist may suggest good arguments and opinions, which are based on real facts and data. Daxue Consulting is proud of its large data base and numerical information about various markets, which came from active involvement into various research areas. Thus, on our website, you can find a lot of articles and reports on various markets in China including interior design, coffee, investment opportunities in second-tier cities and many others. All these articles are based on vigourous search of data and its deep analysis, which allow our company to be a successful panelist.

 Network are crucial for panelist in China

Good network and reference are crucial for panelist. It must be recognised by its readers, have some supporters and opponents. This is basically the main idea of panels: discussion. Different panelists interpret the data and information in different ways thus giving various opinions and judgements. This is beneficial for market research as long as it is considered from different sides. Some panelists can see advantages, while others disadvantage. Consequently, well-rounded and all-embracing opinion or review is created. This is crucial for market research and this is what Daxue Consulting does. Market research proves to be effective, when it works in practice. But it works in practice only when good discussion and argumentation is done.

Stephane Grand is the founder of SJ Grand

Stephane Grand is the founder of SJ Grand

We continue today our focus on the entrepreneur who contributes to the development of French economy in China. Today, our focus is on Stephane Grand, the founder of SJ Grand. It is a firm providing tax, accounting and corporate advisory services to foreign-invested companies in China. SJ Grand has a strong network of professionals and covers all China with offices in Beijing, Shanghai, Shenzhen and Paris.

Stephane Grand has strong experience in China

Stephane Grand

Stephane Grand is a pioneer in China. He arrived for the first time in 1991, when there were only few western counterparts, in particular foreign entrepreneurs, in this country. He has now more than twenty years of financial and legal consulting experience with foreign investors in China. He is specialized in capital structure optimization and management restructuring.

Stephane Grand created his company SJ Grand about ten years ago. This creation was the result of years spent building experience in Chinese market and regulation. He especially gained hands-on experience of the Chinese legal and tax system by working as a consultant in the law firm Gide Loyrette Nouel in Beijing. It leaded him to work later on for the World Bank legal reform and private sector development departments.

After few years in the US, working as a senior consultant with Coltrin and Associates in New York and as founding partner of Scanbuy (a barcode technology firm), he got back in China to take the lead in Chinese office of an audit and advisory firm in Beijing.

Stephane Grand is in great demand with schools and institutions

SJ Grand

After ten years as the founder and managing director of SJ Grand, Stephane Grand is now seen as a major actor of French economy in China. His strong knowledge and experience are in great demand with European and American universities and institutions. He regularly teaches on business law and corporate finance in China in the Graduate school of business of the University of Illinois. He also gives lecture in Belgium and France.

Finally, Stephane Grand was invited in March 2014 to the European Commission to discuss the set-up of the Strategic Agenda for the bilateral relation with China.

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The Store-Checkers

The Store-Checkers offers the best solution for in-store data in China

The Store-Checkers offers the best solution for in-store data in China

Market research is currently experiencing a substantial evolution. Through high-technology and innovative solutions, the market research companies address more and more unmet needs. The Store-checkers is a symbol of this new trend. Founded in China in late 2013 by three ambitious and bright young entrepreneurs, The Store-checkers offers solution to gather easily and quickly in-store data in China. It has pioneered technological tools retail audits, price monitoring and store checks.

The Store-checkers has been founded to optimize merchandising in China

The Store-Checkers

The Store-Checkers has been founded in late 2013 by three young entrepreneurs in Shanghai. Leo, Kevin, and Matthieu, the founders, have impressive and complete education background: ESCP Europe for Kevin, who also worked for four years in a market research firm in China, as an analyst; Fudan University for Leo, who grew up in China and has a strong expertise of China market, customs and culture; ESSEC business school, the 2nd business school in France, and Beijing University, the 1st in China, for Matthieu, who also create successful business companies in China.

These three successful entrepreneurs decided to create an app helping retail audit and store-check in China. Indeed, with a market of more than 10 billion USD in China for merchandising alone, the potential of in-store optimization is huge for brands in China. Moreover, in-store data can help foreign companies to better understand Chinese market. It can be suitable for SMEs as well as MNCs.

The Store-checkers make it possible to track data from a single device

The Store-Checkers is above all a research tool, based on mobile application, which allows crowd-sources data gathering. It enables companies leader and data analysts to received data from all over China on a single electronic device (tablet, mobile, laptop). It gives information about the store implementation, about the competition, the prices… in China.

The Store Checkers





To see more about The Store Checker:


How to run companies in China

Operation of company in China



Steps of operation of a company in China

According to the market research by Daxue Consulting, the operation of a company in China, has cause of various legal and administrative requirements and the peculiarities of the local business environment , requires knowledge and appropriate practices. The recruitment of staff, the purchase of materials and necessary components for the operation of the company and the organization of the manufacturing process will be probably structured on bases different from those who take place in the country of origin of the parent company. In the case of the companies of manufacturing managed towards the Chinese market take a particular importance the definition of the system of distribution of products, opening of distribution channels and an effective advertising campaign.


What we should do

Looking has to assure has the new company functioning so actual as possible, we should propose an operational consulting service for the market research in China. We choose suppliers as components and raw materials in the expected quality and has suitable prices. For the small investments, to minimize the fixed spending of the company, we offer continuous duties of training and accounting with the cooperation of local expert toilets. For investment big and average, has the demand of the customer, we lead a surveillance of the activities of the toilets of training and accounting and, on the basis of our experience and our skills, indicate effective methods for the optimization of the costs of recruitment of the staff, also by recommending on it. At request of the customer, we lead a Chinese internal follow-up of the market situation. It allows the customer to stay directed in a permanent way on the changeable trends  and the protagonists of the new phenomena on the market of the sector in question. In a frame of cooperation with local specialized firms, we prepare proposals for advertising campaigns adapted to the characteristics of the market; we prepare the corresponding budget and proceed has his execution and, during the long-term campaigns, modify them according to possible new needs.

Computer Hackers Meet For Annual Congress



Daxue Consulting provides valuable advice on naming in China

Daxue Consulting provides valuable advice on naming in China

Daxue Consulting is a highly respected market research company in China. Consulting for China today is focused on, among other facets, the importance of naming in China, as well as branding in China. Daxue Consulting is the most distinguished consulting firm in China providing consulting services for this complex but highly impactful aspect of a company’s success in China. What is naming in China about, and how doesDaxue Consulting proceed to offer high-quality solutions in this field?

What is naming in China about

Daxue Consulting

Naming in China is all about picking a name that manages to both match China’s cultural and linguistic characteristics, while keeping as close as possible to the legacy of the original brand name. Since Chinese has a limited number of phonetics sounds but an almost infinite number of semantic meanings, it is vitally important to consult with naming experts before settling on a name to go to market. There are three typical approaches. A company can try transliteration, where a Chinese name is chosen that phonetically matches the original name, avoiding any meaning, such as Audi (Ao Di), who picked a name that sounds close but has no meaning. Alternately, they can try translation, where a Chinese name is chosen that conveys the meaning of a brand name while hopefully remaining close in sound as well. Alternately, a brand can try and choose a brand new name that is purely designed for the Chinese market. Daxue Consulting stresses that “… failing to choose a name that finds a balance between these approaches can result in a company being ridiculed by the Chinese consumer for being too hard to pronounce or having an unpleasant secondary (or even primary!) meaning.”

Daxue Consulting offers specific services for name checks in China

daxue consulting naming

Over the years, Daxue Consulting has built a reputation of leading China-based consulting firms in many methodologies: mystery shopping, focus group, online market research, business training, market entry, etc. It has led the firm to be seen as a true expert of the China market and be quoted in some of the best outlets in the world (such as : FT about Chinese formula branding, Global Timed about coffee branding in China, Reuters about international clients in China). When it comes to advice on naming in China, Daxue Consulting also offers the most cost effective services and the best expertise among China-based companies. Thanks to its network of experts and students from the best universities all over China, Daxue Consulting can easily set up and monitor fieldwork (such as focus groups, panels, and online surveys, all crucial to naming and branding research in China) and has strong requirement in term of reliability, validity and professionalism.

Ronald Lewi

Mysimax Mix pro

MySimax, tech star in Africa

Mysimax assists the rise of African power

With globalization and restructuring in the worldwide political and economic systems, emerging countries have urgent needs for educational improvement at all levels, especially at the tertiary level. While educational tools are almost always more innovative in developed countries, this sector has yet to start its development from scratch in many less favored countries. Both formal education and informal learning for adults are crucial in these emerging countries.

Today, some projects, companies, and entrepreneurs aim to contribute to this development in emerging countries, especially in Africa. In particular, we can see for a few months the establishment of new technologies designed to assist the management of sectors including education, health care, and administration.

 Mysimax, a China-based startup

Mysimax Mix pro

MySimax is a China-based start-up that is willing to contribute to make technology available in emerging countries, especially in Africa. It offers tablets and a wide range of apps specifically designed for these countries. The apps aim to respond to unmet needs in crucial sectors such as education and health care.

“Emerging countries are the markets of tomorrow for high-end technological devices,” JX Paulin, the founder and CEO of MySimax, told us. “Consumers from these countries desire to enjoy the same consumption as their equals in western countries, and it would be absurd to not propose to them a customized offer.”

“Nevertheless, it would be an error to enter into these markets without an effort of adaptation and understanding,” Paulin added. “They require knowledge of the local environment. It is a question of being a provider of high-quality and adapted solutions and of giving access to the technology. And it can be possible through partnerships with local investors or communities because we cannot address only the private individuals in such countries. It includes governments, administrations, schools, and all organizations related to the public communities.”

During his twenty-year working experience in China, half of them as an entrepreneur, Paulin spotted the impact of technology in the process of the country’s development. He was one of the few Europeans to believe in the growth of China as a world power twenty years ago, and he perceives the same potential in Africa today.

MySimax’s project started in 2008 with the meeting of Paulin and cofounder Mikael Jacob. They soon started designing Mysimax. Jacobs is an expert in IT with deep insights into Chinese tech manufacturers and a valuable industry network that allowed him to quickly contact the best hardware suppliers that could offer the products that met Mysimax standards.

After a few years of development, the brand has received positive feedback from various institutions (including schools, hospitals, administration) and leaders to whom the founders have spoken.

“In schools, tablets are very interesting for all the teachers or the directors we met because they are seen as the perfect alternative for books. Actually, they can replace the whole school bag,” joked Paulin. “Tablets allow (students) to store not only the same support and all the teaching content, but also additional contents such as videos and audio material. It can give tools, like the search engine, to the student to increase his(her) knowledge individually. Last but not least, this tool can enable students to increase their interaction with other students, those within the class and those from different schools.”

 MySimax: the promess of high-tech for Africa

JX Paulin

JX Paulin, founder of Mysimax

According to its founders, MYSIMAX is a real growth opportunity for the tablets market and high-tech markets in general. “Emerging countries are tomorrow’s leading markets. Those living in these countries long to share the same consumer experiences as their Western countries counterparts. Not offering them products adjusted to their needs would be completely preposterous,” says Paulin. MYSIMAX’s goal is to provide African consumers with these experiences while also targeting countries that plan on placing technologies at the heart of their development strategies and “strive to be at the forefront of African development.”

This is why MYSIMAX’s strategy is to reach consumers through organizations. To this end, it signs partnerships with many government administrations, schools, universities, and medical institutions, thus integrating its tablets at the heart of these emerging markets. “The goal is not to enter the markets by solely relying on retail and communication,” explains Paulin. “It is about stepping up as a solution provider and paving the way for more and more technology to be available to all Africans. This means setting up partnerships with local investors or governments because we cannot only target end consumers.”

MYSIMAX’s tablets were specifically designed for use in schools and universities. They sport many built-in apps that will soon prove essential to both teachers and students. However, many features can be adjusted to student needs. These tablets improve student work analysis for the teachers and also trigger interest in young students. “Tablets,” Paulin said, “particularly catch the attention of the organizations that we contact because tablets are ideal alternate solutions to books and pencils.”

Later on, MySimax’s founders are expecting a wider diffusion of their tablets to other sectors. They will develop tailor-made applications for pharmacists, doctors, government administrators, and other individuals who address public needs. Eventually, the idea is to connect countries as a whole.

Never tell Paulin that Africa is unready for high tech. He responds, “This is exactly what people were telling me twenty years ago when I first moved to China. I guess time proved me right, and I was not such a fool to settle in China.”


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Create a WFOE in China

Wholly Foreign Owned Enterprise (WFOE) is a company with foreign capital. In China, the WFOE was originally designed to encourage the industrial activities turned to the export or in the advanced technology. However since China entered the World Trade Organization, these conditions were given up and the WFOE became more democratic.

From now on the WFOE is used from now on by service companies and of consulting, import export and company of software also.

Advantages of the WFOE in China

A WOFE presents numerous advantages:

– Autonomy: contrary to an office of representation, the WFOE can lead itself classic commercial activities, emit and register invoices. It is not also necessary to have a parent company established for at least two years to open a WOFE;

– Control: the WOFE offers a total control over the capital, the management and the operations of the company, the easy repatriation of dividends and is the way most on to avoid the dangers of the joint-venture (retreat of the Chinese partner, etc.);

– Flexibility of the HR policy: there is no limitation on the number of foreign employees.

Consulting for China_WFOE

Needs for a WFOE creation in China

1. The capital

The minimum capital depends on the envisaged district of setting-up(presence), on the business sector and on the frame of the operations of the company. For informational purposes, below the minimum capital to be invested according to the business sector:

– WOFE of Services(Departments): from 500,000 RMB

– WOFE of Consulting: from 500,000 RMB

– WOFE / FICE of Trading: from 1,000,000 RMB

– WOFE Food and Beverage: from 1,000,000 RMB

– WOFE of Production: at least 1,000,000 RMB

To avoid the premature bankruptcies first year, the government rejects generally corporate development plans sub-capitalized. These must thus be able to finance almost all of their spending the first year.

ConsultingforChina_create a WFOE


Ronald Lewi