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Clarity

Alice LUI

China

In the new era of working with China, forward-thinking clients are looking for more effective solution to engage with their stakeholders. In a massive consumption industry with quite a few fragmentations, I'm here to help with the market study and clarify the complexity.

$1.67/min

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Digital Marketing Marketing Strategy Market Research China China Business Development Business in China M&A due diligence

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Market Research

Background Information

The client was a Japanese beauty contact lenses brand owner. Their products have been exported to South Korea, North America and Taiwan, China since the 2000s.

Problem to Address

With sales booming in Korea and Taiwan, the client wanted to evaluate the competitive landscape among local brands before entering into the lucrative mainland Chinese market.

Tailored Research Framework

Overview of main existing and potential players in the market
Popularity rating list generated by social listening and fieldwork interviews
Detailed study of digital platforms used by five popular brands and content summary of their engagement with consumers online
In-depth profiling of the Gen-Z generation, the client’s target consumers, including their social interests in beauty and personal care, frequency of digital interaction, approaches to show initiative, and attitudes about new brands.
Output of Market Research

The client now is using our shared study and proposed digital marketing strategy to make decisions on its product development and brand building in China.

Strategy Consultancy

Background Information

The client was an Australian copper and gold company looking to develop mines in a third country in the South Pacific.

Problem to Address

Despite nearly two decades’ experience of operating mines in Laos and other Asian countries, the client needed Chinese government support and financing for a series of shared-use infrastructure projects, and to attract interest from Chinese state-owned-enterprises (SoEs) with strong capabilities in construction.

Tailored Scope of Service

Devised and implemented strategy for stakeholder engagement with the government, financial institutions, and Chinese SoEs.
Came up with a screening list of 30+ SoEs, and reached out to establish contact with priority targets in infrastructure and power generation.
Maintained regular contact with 12 tier-one Chinese SoEs after a four-round of selection process.
Represented client in engagement efforts on the ground with government officials and diplomats, including advocacy on trilateral efforts and monthly briefings to the cabinet.
Led on-going discussions between the client and multilateral lending institutions, including World Bank, Asian Development Bank (ADB), Asian Infrastructure Investment Bank (AIIB), and Sinosure.
Project Achievements

The project has now been recognized as one of the three national projects in the South Pacific.

M&A Due Diligence

Background Information

The client was a UK LED microscopy company. After selling in China through distributors for over a decade, the company was now looking to merge with one local partner so as to formalize an integrated strategy for the Chinese market.

Problem to Address

The client had enough information on its product portfolio and customer segments in China, but due to the decentralized distribution system, which was led by the local partner, they were not sure about potential risks for the company brand with the new joint venture (JV).

Tailored Scope of Service

Analysis of key themes of interest within the field of LED microscopy industry
Overview of competitive landscape and analysis of competitor distribution channels
CDD of the local partner and one alternative company for the JV
Stakeholder mapping of key influencers (professional and independent) for potential marketing plan
Project Achievements

With our unbiased review report, the client was more confident with the local partner for next stages of business development in China. They had also started talking to key stakeholders that could boost business cooperation in Zhejiang and Ningxia province. A holistic marketing campaign was designed and to be implemented across Chinese digital marketing channels.

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Member since February 2020