Writing assignment in China

Writing assignment in China

Why are some of us easily affected by the majority’s action whereas others frequently make unique choices? Biometric model fitting revealed suggests that the common family and cultural environment has important ramifications for conformity. It is said that the shared environmental component played a sizable role in shaping individuals’ conforming behavior, and the influence increased with age. So we need Chinese conformity assessment system, which stands by the decision of the majority.

Chinese conformity assessment system, which was lawfully established by the certification and accreditation administration of the people’s republic of china, is responsible for the qualification accreditationof all kinds of management system certifications and product certifications.

Actors in the Chinese conformity assessment system:

  • Organizational Structure:
  • The Board;
  • Executive Committee;
  • Technical Committee for Certification Body;
  • Technical Committee for Laboratory;
  • Technical Committee for Inspection Body;
  • Appraisal Committee;
  • Appeal Handling Committee;
  • End-User Committee and Secretariat.

CMembers of CNAS Boardare from:

  • Government departments;
  • Conformity assessment bodies;
  • Clients of conformity assessment service;
  • Users of conformity assessment;
  • Professional bodies and technical experts.

CCNAS Main Leadership:

  • CNAS Chair: Madam Wang Fengqing;
  • CNAS Chief Executive: Mr. Xiao Jianhua;
  • CNAS Deputy Chief Executive:Mr.LiuXin,Mr.FanEnjian,Dr.SongGuilan.

CCertification body:

By the end of June 2013, CNAS has totally issued 134 certification bodies in various fields. Thesecertification bodies have issued more than 720,000 accredited certificates. CNAS has totally accredited 5648laboratories, including 4792 testing laboratories, 653 calibration laboratories, 125 medical laboratories, 46Bio-safety laboratories, 7 reference material producers and 25 providers of proficiency testing. CNAS hastotally accredited 379 inspection bodies.


Who is influencing the conformity?

  • International:

Accreditationlaw: China national accreditation system for conformity assessment has a significant position in international accreditationactivities. Its accreditation has been brought into the international multilateral recognition system, and is playing animportant part in it. CNAS is a full member of International Accreditation Forum (IAF), International LaboratoryAccreditation Cooperation (ILAC), Asia Pacific Laboratory Accreditation Cooperation (APLAC) and PacificAccreditation Cooperation (PAC).As a signatory of IAF MLA and ILAC MRA, CNAS is licensed to use the combined marks within MLA/MRA scope. Meanwhile, its accreditation results are recognized by other MLA/MRA signatories.

So as far as I’m concerned, Chinese conformity assessment system should obey the international law of the MLA/MRA.

(2)           Chinese Government;

CLaw: The members (CNAS) must guarantee that the decisions made by them are according to the law and regulations of People’s Republic of china, and promise to undertake the corresponding responsibilities.

CDomestic Economic Situation:In exercising the regulation, the government must focus on ensuring a sustained and rapid growth of the economy, be alert to changes in the international and domestic economic situations, and improve their ability to predict and cope with them effectively. For example, as severe as the economic impact has been, the outcome could be decidedly worse. The government would increase the quantity of the qualified enterprises, which may be a big driver of the current upturn. The economic turnaround would pull millions out of poverty and is creating a thriving middle class.

CGuidance of the state plan: Organizations have decision-making power in conducting independent economic activities, on condition that they accept the guidance of the state plan and abide by the relevant laws. These organizations would get benefits under the quota system.

CPolitical interference and corruption: Collusion between government and businessmen and the corruption are serious. There has been a happy marriage between corporations and government officials, which has had the effect of corrupting both.

(3)           CNAS;

CWhether the evaluation ability of CNAS is high or not;

CPolitical interference and corruption: Collusion between CNAS makers and businessmen and the corruption are serious.

(4)           Organizations;

CThe operation of the organizations to be evaluated is well;

CCorporate fraud: Outright fraud aside, most SOE (state-owned enterprises) managers do not know what their real profits are, and tell their superiors what they want to hear.

(5)           The force of public opinion.


The decision maker:

  • CNAS workers play a major role:

CAcceptance specification:

(1) Certification Body Accreditation:

  1. Accreditation of Management System Certification Bodies;
  2. Accreditation of Product Certification Bodies
  3. Accreditation of Personnel Certification Bodies;
  4. Accreditation of Software Process and Capability Maturity Assessment Bodies.

(2) Laboratory and Relevant Bodies Accreditation

(3) Inspection Body Accreditation

CAcceptance Criteria:

(1) Accreditation Criteria for Certification Bodies;

  1. Requirements for bodies providing audit and certification of management system;
  2. General requirements for bodies operating product certification systems;
  3. General requirements for bodies operating certification of persons;
  4. General requirements for software process and capability maturity assessment bodies;
  5. Requirements for Information Security Management System Certification Bodies;
  6. Requirements for Food Safety Management System Certification Bodies;
  7. Requirements for Energy Management System Certification Bodies.

(2) Accreditation Criteria for Laboratories and Relevant Bodies;

  1. Accreditation Criteria for the Competence of Testing and Calibration Laboratories;
  2. Accreditation Criteria for the Quality and Competence of Medical Laboratories;
  3. Accreditation Criteria for Proficiency Testing Providers;
  4. Accreditation Criteria for the Competence of Reference Material Producers;
  5. Accreditation Criteria for Laboratory Bio-safety.

(3) Accreditation Criteria for Inspection Bodies.

  • Accreditation Criteria for the Competence of Inspection Bodies.
  • Chinese government and Relevant international organizationsplays a secondary role.


By Matthieu David

Coffee shops in China

Coffee shops in China

coffee shops in China

Growth from less than 20 stores to 1,400 restaurants in 20 years is a big investment. It’s not huge for some companies, but for Dunkin’ Donuts especially it’s a bold plan, considering they’re entering a market where 50% of their selling point (donuts) is virtually unknown, and the other 50% (coffee) is dominated by Starbucks.

– Currently has only a few locations in a big city (3 in Shanghai), none like Beijing, Guangzhou, Shenzhen, etc.  As these cities already have a significant coffee culture, we expect that they’ll be able to find significant acceptance among the populations there. Big city dwellers are quite accepting but also more fickle; they’ll get a surge of initial customers but it’s a question of if they can retain them.

Impact on other food-and-beverage

Small in big cities, big in small cities.  The growth is steady over 20 years, and China’s market is big enough and growing fast enough to absorb another foreign fast-food giant. In terms of market share, they’re effectively competing with Starbucks, which has longer experience and wider footprint when it comes to coffee. In big cities, it’s unlikely they’ll be able to compete significantly. Starbucks has nearly 800 outlets in China already and plans to have 1,500 by the end of 2015, so Dunkin’s entry is unlikely to stunt their growth much in big cities.

However, Dunkin is already in a few Tier-2 cities, so that might be their strategy. They may try to establish themselves in lower-tier cities where the more down-to-earth and price-conscious coffee and snacks fast food culture will seem less intimidating than Starbucks’ fancier interiors and drinks.

While Starbucks generally serves higher-end coffees, dunkin donuts serves a kind of “good old fashioned cup of joe” styles coffee. It’s very American and quite “working-class” in image so it’ll be interesting to see if this appeals to China’s coffee-drinking middle and upper class, who typically like a product that looks more refined, sophisticated and prestigious.

By getting in ahead of Krispy Kreme, however, Dunkin has, at least, gotten a headstart on their biggest direct competitor.

Factors of Success

When appealing to the consumers on coffee, they’re coming up against Starbucks which has a much larger footprint and much longer experience in China. That will be tough, but they’ll be able to ride the wave of Starbucks’ attempts to introduce the Chinese customers to coffee; Dunkin won’t have to push hard to convert customers to their core coffees like espressos and lattes, etc.

When appealing more on the basis of their donuts and confectionary, they’ll have less competition as there is not a major fast food doughnuts player, though Krispy Kreme might be entering in the future. However, as it stands, they’re facing a much less well-developed market. Doughnuts could slot nicely into the niche already created by the popular cupcake and muffins snacks, since they’re sweet pastry that’s easily and quickly consumed, but they’ll be blazing the trail.

– Their plans to create localised snacks such as mochi rings (rice-based doughnuts) and locally flavoured doughnuts (honeydew melon/green tea) will be a risky maneuver; generally such strategies have paid off at first as the novelty factor drives up sales, but it’s still the mainstays of the menus that attract that majority of customers.




Market research: The market of bag in China

The market of bag in China

market of bag in ChinaOverview of the market, female needs for bags are higher than male. Femalelooks for brands and styles to demonstrate their tastes. The way of sales are including wholesale market, shopping center, exclusive store, boutique and online-store. Premium brands are located in department such as Samsonite and Santa Barbara. Luxury brands like Louis Vuitton and Chanel have its own boutique store. Wholesale market is for low-end products. For the past few years, online shopping growth fast, it becomes the most popular main channel, Amazon, Ebay and Taobao are present for the famous E-commerce company.

2.Bag market analysis


Brands studies can de divided into three part, luxury brands, normal brands, and non-brands.  From China IRN, it shows that in 2013, bags are the 3rd popular products in the luxury market, with annual increase12%, sales revenue at 42.4 billion. Top three brands named as Hermes, Chanel and Louis Vuitton. (China Luxury Institute). Normal brands such as Chinese local brand have 65% market share. These new brands with unique style, high quality and affordable prices attract lots of young people.  Use brand “Dissona” as an example, it’s a Chinese local brand, one shop with monthly sales at 300 thousands, have 25% market share among middle to high rated bags.  Non-branded bags have a long history in China. Because of the economic increase and mind changes, people are more pursue branded ones. In additional, low price brand bags are filled within market, people have more choice. As a result non- branded market share lower from 70% to 30%. (Chinese luxury market research)


One stylist said that “Female has more than 100 bags are reasonably”. It clearly demonstrate that bags ‘important to female. Customers can be classifying into four groups, eager ones, fashion icon, new rich and core group. Eager ones are both female and male who aged at 18 to 30 with annual income around from 100,000 to 300,000. They spend least of their income to buy compare to other groups. This group size is largest nearly 50%. Next is fashion icon. Almost of them are female aged at 20-35 with annual income 150,000 to 500,000. Icons want to catch up the fashion so they may spend more of their income to invest in bags.  These kinds of people are around 5% with an upgrade numbers. The third is new rich with the age from 30-50. They come from private owners or wealth person, with income over 500,000. New rich are chasing logo, they pay more for bags than those icons. New rich group size is 30%. Last is core group with age 30-60. Their income is over 800,000, they comes from government officials, famous celebrities and entrepreneur. They enjoy high quality and luxury lifestyle so they consume most. This group is accounted for 15%. (Bain & Company 2013)

2.3Way of sale

Fast-paced life changes our shopping habit. We switch from in-store shopping to online shopping. According to all E-commerce sales, top 10 ranking list comes out. Louis Vuitton is first following by Septwolves, Goldlion, Ferlybird, Polo, Playboy, Satchi, Montagut, Hugo Boss, and Gucci. Traditional shopping is that people walking around to look for their products, they compare quality and price in different store, after that they can make the decision. It wastes time and energy. In contrast, on-line shopping can shop the goods around worlds, compare the goods just by clicking the mouse. It seems easy and comfortable, more over it’s door to door shipment. In 2012, clothing and bags are top1 sold online with the percentage 38.7%. (I research). Female spends 12.4% more than male on clothing and bags. Researches show that there are 28.9% of Chinese online shopping over 40 times, only 3.4% of people shop online less than 3 times. There is a online shopping festival called “double 11” from Taobao. At that time, nearly everything give discount.  11.11.2013, the total trading is 35 billion. The following charts show the amount of sold.  Septwolves is top 1 with amount 12 million, following by Elle at 14million.

bag market China

3.SWOT analysis

3.1What are the strengths

Consumption concepts change, bags are no more just bags, and they are accessories, stands for taste and lifestyle. Different apparel should match different bag, so everybody are not satisfy with less bags. Economy growth makes crowds increase income. The more income the more they will consume.

3.2What are the weaknesses

New polices upcoming will affect the taxes and other costs. Then the total manufacture cost will apply, profit will be influenced.

3.3What are the opportunities

E-commerce gradually improved, more people turn to online shopping. Online shop for seller is the way to reduce the cost as well.

3.4What are the threatens

New brands coming to market include local and overseas. It’s a competitive market, how company can keep the market share is an issue.

4.Porter’s five forces

Porter’s five forces also can apply for this market. Industry competitors indicate the intensity of rivalry among the bag industry. Competitors are from local and overseas, and their market position is different. Next are new entrants. Newer can be a brand, store or just personal hand-made bags. Third is supplier that includes leather suppliers, hardware suppliers, water, electricity and etc. The following comes with customers. Customer’s interests can be change anywhere anytime. Bag Company should trace the fashion and people tastes. Last one is substitute. Bags are easily substitute.  As a result company maybe more focus on the quality, serveries and pattern.


Non-countable bags are sold in the market. Luxury bags and normal brands even non-brands bags are fulfill in markets. Although function of the bags is almost the same, people seek what they love even it is with higher price. Online shopping is a trend, customers have more chance to compare to choose. For company, the way to gain more market share is to find the right position and the target populations.  In-store sell is not the only way, E-commerce will give company opportunity to gain more shares as well as save costs.



China luxury institute, www.cli.net.cn

Ebrun, www.ebrun.com

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!

See also:





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.

See also:




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.