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Norwegian Business in China 2024Norwegian companies view on future potential 2024 Deloitte ChinaTable of Contents1.Foreword2.Executive summary3.Methodology4.Overview and key statistics5.Team Norway in China 2024 Deloitte ChinaLise NordgaardConsul General,Norwegian Consulate General in ShanghaiMartin WernliChair 2024,Norwegian Business Association Henning KristoffersonCountry Director China,Innovation NorwaySigmund BjrgoCountry Director China,Norwegian Seafood CouncilForewordChina remains Norways largest trading partner in AsiaThe Chinese market is large and dynamic,creating substantial opportunities for Norwegian companies.We are pleased to present Norwegian Business in China 2024,commissioned by the Norwegian Consulate General in Shanghai and developed in close cooperation with Innovation Norway,the Norwegian Seafood Council,and the Norwegian Business Association China,along with all Team Norway stakeholders in China.Norwegian Business in China 2024(hereinafter referred to as the report“)aims to present Norwegian business in China from the perspective of Norwegian companies operating in China.The report includes insights from a business survey conducted in March 2024,in which 101 Norwegian companies in China shared their views on the Chinese market and future business outlook.We are grateful to all the companies that contributed to this report.The report offers key statistics about the trade trends between Norway and China,in addition to insights shared by Norwegian companies.According to the business survey,66%of the respondents hold an optimistic view of the business outlook for their industries over the next 3 years,13%more than last year.Meanwhile,36%of the respondents consider the business environment increasingly difficult,7%less than last year.Only 6%of the surveyed companies consider reducing their investments in China in 2024.Propelled by Chinas dual goals of peak carbon emissions by 2030 and becoming carbon neutral by 2060,the top business opportunities are those driving the green shift maritime and shipping-related sectors being highlighted.We sincerely hope the report will provide useful insights and advice as well as serve as a tool for interested stakeholders,including Norwegian companies already operating in China and companies looking to explore new market opportunities in China.3 2024 Deloitte ChinaExecutive summaryInsights based on inputs from 101 Norwegian companies taking part in the 2024 business surveyKey Statistics#2China is the worlds second largest economy and the second largest importer worldwide160Over 160 Norwegian companies are located in China#11Norwegian exports to mainland China accounted for the eleventh largest export value of goods from Norway in 2023#2Norwegian imports from mainland China accounted for the second largest import value of goods to Norway in 2023Business Environment84%Hold optimistic(66%)or neutral(18%)attitudes toward their business outlook in China over the next three years6%Consider to reduce their investments in China in 202451%Have missed business opportunities or experienced limited market access due to regulatory barriers88%Plan to increase(39%)or not change(50%)the number of local employees in China during 2024Opportunities&ChallengesOpportunitiesThe top business opportunities are activities driving the green shift across industriesAttractivenessThe large domestic market,the role of Chinas market in relevant global sectors and low-cost production are the top three factors that make the Chinese market attractive for Norwegian businessChallengesThe top three challenges that Norwegian companies encounter in China are competition with local Chinese companies,economic uncertainty and geopolitical and political uncertainty Potential operational riskNorwegian companies are concerned that geopolitical tensions,rising operational costs and regulatory changes within China may influence their China operations4 2024 Deloitte ChinaExecutive adviceRecommendations from experienced Norwegian companies operating in China#1Localization“Its vital to have local people who know the local culture and local operation very well.”1“Learn the culture,know the people and the market.”#2Trustworthy Talent/Teamwork“Choose a trustworthy team that communicates transparently with you.”“Recruit the right local talent with integrity who can provide the right information for the company.”#3Long Term Mindset“Be ready to invest long term.Invest time and money in finding suitable local partners/people.Everything is possible,but nothing is easy.”#4Open to Learn&Collaborate“Come and see what is happening in China and talk to Norwegian government agencies and companies with experience in this market.”#5Know the Market“Do sufficient preliminary market research and define your brand positioning in the Chinese market.”“Understand the market and be patient.”#6Trust in Opening-up2“Trust in China to continue opening-up.”“Focus on the Chinese governments preferential policies for foreign-invested companies.”Notes:1.The advice are quotations from surveyed Norwegian companies.2.The opening-up refers to the Chinese government promoting a series of policies designed to benefit foreign companies and investments.5 2024 Deloitte ChinaQUANTITATIVE RESEARCHDesktop Research:Statistical data from reputable sources,including the World Bank,International Monetary Fund(IMF),General Administration of Customs of the Peoples Republic of China(GACC),Statistics Norway(SSB),Norges Bank Investment Management(NBIM)and National Bureau of Statistics of China was gathered for various sections of the report.Survey:161 Norwegian companies were invited to participate in the business survey in March 2024.101 respondents completed the survey,achieving a response rate of 62%.The respondents represent a broad range of company sizes,geographical locations,and industries.The majority of the quantitative data used in this report has been sourced from the data provided by the Norwegian companies surveyed and SSB.QUALITATIVE RESEARCHSurvey:Several qualitative questions were raised regarding the business opportunities available in China and the guidance Norwegian companies might seek when contemplating market entry.Data collectionThe research team employed a mixed-method approach,combining quantitative and qualitative techniques,to delve into Norwegian enterprises presence in China and assess their current and prospective market opportunities.In addition,the Norwegian Consulate General in Shanghai supplied secondary data,including reports and statistics,to support the analysis.Methodology6 2024 Deloitte China2024 Overview and key statistics 2024 Deloitte ChinaKey statistics about ChinaChina plays an indispensable role in global tradeChina is the second most populous country in the world,with a total population of 1.41 billion at the end of 2023.In 2023,China was the second-largest economy globally,with a GDP of approximately 17.7 trillion USD,equal to nearly 186.5 trillion NOK1.Chinas export value of goods and services ranked top globally in 2022,with a total of 3.7 trillion USD,equivalent to 39.2 trillion NOK.In 2023,Chinas total export value was 3.4 trillion USD,equivalent to 35.7 trillion NOK.China ranked second in imports of goods and services worldwide in 2022,totaling 3.1 trillion USD,equivalent to 33.1 trillion NOK.In 2023,Chinas total import value was 2.6 trillion USD,equivalent to 27.0 trillion NOK.Notes:1.The conversion rate of USD/NOK is based on the average exchange rate in 2023.POPULATIONECONOMYEXPORTIMPORT#2#2#1#28 2024 Deloitte China Chinas impact within the Asia Pacific(APAC)regionIn 2023,Chinas GDP was greater than the total GDP of the other nine major APAC economiesGDP(current US$)of major economies in APAC,2023Unit:Billion USD 17 6624 2133 5721 7421 7131 371515501446437ChinaJapanIndiaAustraliaKoreaIndonesiaThailandSingaporeBangladeshPhilippinesAccording to World Banks data,in 2023 Chinas GDP was greater the total GDP of the other nine major APAC economies and was approximately 4 times the GDP of Japan 5 times the GDP of India 10 times the GDP of Korea and Australia9GDP(current US$)forecast of major economies in APAC,2024-2026Unit:Billion USD 18 53319 79021 0284 1104 3104 5003 9374 3404 7901 7901 8631 9401 7611 8431 9242024F2025F2026FChinaJapanIndiaAustraliaKorea 2024 Deloitte ChinaOverview of Norwegian companies in ChinaMore than 60%have chosen the Wholly foreign-owned enterprise(WFOE)legal structureIndustries1Legal Structure2Type of Business in China326,3,2%6,8%5,5%5,1%5,1%4,7%4,2%3,4%3,4%2,5%2,5%2,1%1,7%1,3%1,3%0,8,1%Maritime&ShippingConsumerMachinerySeafood and marine edible productsGreen technology and renewable energyHealthcare&Medical devicesCivil engineering and constructionAutomotive and auto componentsOil&GasIT and telecommunicationsTransportation,logistics and distributionArchitectureAgricultureFinancial servicesChemicalsTravel and tourismLegalOthers64111074321Wholly foreign-owned enterprise(WFOE)Representative officeJoint venture(JV)Local entityNo legal entity in ChinaForeign-invested partnership enterprise(FIPE)Regional branch/officeForeign-invested commercial enterprise(FICE)Notes:1.The results are from 164 Norwegian companies operating in China,and some companies operate in multiple industries.However,this number may not represent the total number of Norwegian companies,as there could be additional businesses that we are not aware of.2.The results are from 101 respondent Norwegian companies in China,and 1 respondent operates in two legal structures with one WFOE and one JV in China.3.Data from 101 respondents,but companies have multiple types of business in China.4029272625810Sales of services to the Chinese marketExport/sales of goods from Norway sold on the Chinese marketSales of services to Norwegian/international customersProducing or assembling products in China for sales on the domestic marketProducing or assembling products in China mainly for exportExport/sales of goods from Norway used as components in production or assembly for products exported from ChinaOthers10 2024 Deloitte ChinaBusiness environment in ChinaNorwegian companies remain optimistic about the Chinese business environment 84%hold optimistic(66%)or neutral(18%)attitudes towards the business outlook for their industries in China over the next three years,7%less than the total percentage last year.Compared to last year,an additional 13%hold an optimistic outlook.36%consider the business environment to become more difficult,7%less than last year.6%consider reducing investments in China in 2024,similar to last years result.Local presence:20%plan to expand the supply chain setup in China while 50%will keep their supply chain setup unchanged.13%consider alternative supply chains in other markets or have already made changes.39%consider increasing the number of employees in 2024,a 2%increase from last year.Competitor Landscape:Norwegian companies perceive less competition from Chinese firms than last year,as 34%of surveyed companies identified local Chinese companies as their key competitors in the Chinese market,a 10crease.Key competitors in the Chinese marketShareState-owned enterprises(Chinese)7%Local private enterprises(Chinese)27%Multinational corporations(MNCs)20%Other International Enterprises26%hold optimistic(66%)or neutral(18%)attitudes towards the business outlook for their industries in China over the next 3 years54%still see the market they operate in growing in 2024,and 28lieve it will remain unchanged43%state that Chinas investment environment is stable,while 24%consider it is improving and 25%consider it is deteriorating 20%plan to expand their supply chain setup in China11 2024 Deloitte ChinaRegulatory environment in ChinaNorwegian companies consider the regulatory environment in China to be improving,while remaining concerned about political uncertainty 33%consider that their business negatively is influenced by politics,an increase of 2%from last year.11lieve that their business has been positively influenced by politics,a 2%increase from last year.52%state that foreign companies are treated equally with local companies when it comes to government policies,enforcement actions and administrative practices.9lieve that foreign companies receive preferential treatment compared to local companies.23%note that foreign companies are treated less favorably.58%are confident,24%are neutral and 16%are unconfident about the Chinese governments commitment to further opening Chinas market to foreign investment over the next 3 years.43%are concerned that inadequate Intellectual Property Rights protection will limit their companys investment in China.39%are concerned that US sanctions against certain companies and/or certain industries in China may adversely affect their business,4%less than last year.26%consider current US export restrictions of Chinese products to challenge their business.33%Consider that their business has been negatively influenced by politics51%have missed business opportunities or experienced limited market access due to regulatory barriers82%are confident(58%)or neutral(24%)about Chinese governments commitment to further opening Chinas market to foreign investment over the next 3 years47%consider that the current state of Chinas enforcement of Intellectual Property Rights has been improved compared to previous years12 2024 Deloitte ChinaResponsible business conductSustainability is a core aspect of how businesses operate:Norway was one of the first countries to enact legislation on responsible business conduct.The new Transparency Act came into effect on July 1,2022,requiring Norwegian companies to adhere to both UN guidelines and OECD principles regarding responsible business conduct.Companies are now obligated to perform due diligence to assess and address any negative impacts on human rights or decent working conditions within their operations,supply chains,and other business partnerships.They must also publish reports on these assessments to enhance transparency,informing the public about their efforts to prevent and reduce such negative impacts.This Act is grounded in the international OECD Guidelines for Multinational Enterprises,which have been in place since 1976 and have set an international standard for corporate responsibility in supply chains.Consequently,Norwegian companies are already well-versed in conducting human rights due diligence within their supply chains.66%State that the ESG criteria influence business decisions in China 54%Assess that the Norwegian Transparency Act does not impact operations in China,while 19%consider that it does not have a negative impact13 2024 Deloitte ChinaNorwegian companies in ChinaPredominantly in the eastern coastal areaPresence of Norwegian companies in China2Shanghai(96)Beijing(21)Zhejiang(18)Guangdong(18)Notes:1.Employees mainly include full-time employees,part-time employees and contractors.2.The results are based on an overview including 164 Norwegian companies established in China.However,this number may not represent the total number of Norwegian companies,as there could be additional businesses that we are not aware of.Around half of Norwegian companies have a presence in Shanghai.Regions such as the Yangtze River Delta area,Beijing and Guangdong are hubs for Norwegian business operations.There are more than 12,500 employees1 in total among 101 surveyed companies.Liaoning(2)Tianjin(1)Shandong(4)Fujian(4)Anhui(2)Sichuan(2)Chongqing(1)Hubei(1)Hunan(1)Hong Kong(6)Jiangxi(1)14Distribution of 101 surveyed companies by number of employees in China36Less than 10 employees3510-50 employees551-100 employees17101-300 employees5301-1,000 employees3More than 1,000 employeesJiangsu(23)Gansu(1)Ningxia(1)2024 Deloitte ChinaNorwegian Investments in ChinaNorwegian foreign direct investment has continued to grow,while the Pension Fund Globals investments have slightly increased in 2023Norwegian foreign direct investment in mainland China,2013-2022(mNOK)3 374-11 6914 6178 39810 02014 04415 77020132014201520161,32720172018201910,863202020212022-9,6640100200300400500201820192020202120222023 3% 42%-12%The Norwegian Government Pension Fund Globals investments in mainland China,2018-2023(bNOK)The Norwegian Government Pension Fund GlobalAfter a two-year decline,the Norwegian Government Pension Funds investment in mainland China slightly picked up in 2023.The Fund held substantial investments in mainland China totaling 340 bNOK in 2023.15 2024 Deloitte ChinaNorwegian export to ChinaChina remains Norways most important trading partner in AsiaTotal value of Norwegian land exports of goods to mainland China,2019-2023(bNOK)20192020202120222023125.023.427.922.730.8-19% 35%Notes:1.The statistics for 2023 are provisional or preliminary.2.Including other exports(natural gas,ships,offshore platforms,crude oil and gas condensates)at a value of 6.7 bNOK in 2023.Land exports(not including natural gas,ships,offshore platforms,crude oil and gas condensates)Total value of Norwegian exports of services(excluding financial assets)to mainland China,2019-2023(bNOK)3,85,05,88,78,520192020202120222023-2% 50%Total exports of services37.5 bNOK2Total value of exported goods fromNorway to mainland China in 2023Norwegian exports to mainland China accounted for the eleventh largest export value of goods from Norway in 20238.5 bNOK Total value of exported services fromNorway to mainland China in 2023The total value of Norwegian exports in services to mainland China declined slightly in 2023,after a 50%year-on-year increase in 2022#1116 2024 Deloitte ChinaNorwegian import from ChinaThe total value of imports of goods and services from mainland China declined in 2023Total value of Norwegian imports of goods from mainland China,2019-2023(bNOK)20192020202120222023176.991.7112.7126.6114.1-10% 18%Notes:1.The statistics for 2023 are provisional or preliminary.Total value of Norwegian imports of services(excluding financial assets)to mainland China,2019-2023(bNOK)4,44,74,66,15,820192020202120222023-5% 12%Total imports of goodsTotal imports of services114.1 bNOK Total value of imported goods from mainland China to Norway in 2023Norwegian imports from mainland China accounted for the second largest import value of goods to Norway in 2023The total value of Norwegian imports in goods from mainland China in 2023 decreased by 10%5.8 bNOK Total value of imported services from mainland China to Norway in 2023The total value of Norwegian imports in services from mainland China dropped by 5%in 2023#217 2024 Deloitte ChinaExports and imports of goods in 2023Five out of the top six categories of Norwegian exports of goods have increased in volumeTop 6 export goods in 2023Value(mNOK)ShareGrowth in NOKSeafood8 46223% 18%Petroleum,petroleum products6 69218%-77%Organic chemicals4 23711% 13%Non-ferrous metals2 9958% 170%Chemical materials and products2 7597% 62%General industrial machinery and equipment2 0826% 29%Top 6 import goods in 2023Value(mNOK)ShareGrowth in NOKTelecommunications apparatus and equipment17 22315%-3%Electrical machinery and apparatus16 32014%-1%Road vehicles12 58911%-19%Office machines,data processing machines12 55411%-10%Articles of apparel and accessories9 9309%-18%Miscellaneous manufactured articles8 0107%-10%In 2023,seafood ranked first in goods exported from Norway to China,accounting for 23%of the total export value.The export of petroleum and petroleum products from Norway to China sharply decreased in 2023.Total exports of petroleum and petroleum products in Norwegian kroner declined by 44%and 77%in 2022 and 2023.Apart from petroleum and petroleum products,the export of other top categories of goods from Norway to China experienced notable growth in 2023.Particularly,the export of non-ferrous metals saw a remarkable surge,with a 170%increase in NOK.However,the amount in NOK of the top 6 import goods from China all declined in 2023.Road vehicles,office machines and data processing machines,apparel and accessories and miscellaneous manufactured articles all experienced double digit decline in growth.8,462 mNOKValue of exported seafood from Norway to China in 202317,223 mNOKValue of imported telecommunications apparatus and equipment from China to Norway in 202318 2024 Deloitte ChinaHistorical development of exports and imports of goods The value of land exports of goods from Norway to China started to pick up again in 2023,while the import value of most main categories declined slightly in the same periodMain categories in land exports of goods from Norway to China,2011-2023(mNOK)05 00010 00015 00020 0002011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023Main categories in imports of goods from China to Norway,2011-2023(mNOK)05 00010 00015 00020 0002011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023SeafoodOrganic chemicalsNon-ferrous metalsChemical materials and productsGeneral industrial machinery and equipmentTelecommunications apparatus and equipmentElectrical machinery and apparatusRoad vehiclesOffice machines,data processing machinesArticles of apparel and accessoriesMiscellaneous manufactured articles19 2024 Deloitte ChinaTeam Norway in China 2024 Deloitte ChinaTeam Norway in ChinaThe mission of the Embassy in Beijing is to enhance and promote relations between Norway and China in cooperation with the Consulate General in Shanghai.Norwegian Embassy in Beijing-Norway in ChinaThe Consulate General in Shanghai promotes Norwegian interests and supports Norwegian businesses and initiatives in Eastern China.Consulate General in Shanghai-Norway in ChinaInnovation Norway(IN)contributes to sustainable growth and exports for Norwegian businesses by giving active support based on in-depth expertise on relevant industry sectors in China.China|Innovation Norway(innovasjonnorge.no)The Norwegian Business Association in China is an active non-profit member-based association for Norwegian companies and business people in China.The NBA administration is located in Shanghai,and is further represented with a chapter in Beijing.Norwegian Business Association China()Norwegian Energy Partners(NORWEP)identifies new business opportunities and open doors for the Norwegian energy industry in China.The China office is based in Beijing.NorwepThe Norwegian Seafood Council(NSC)aims to increase the value of Norwegian seafood resources.China is a key growth market for Norwegian seafood.The China office is based in Shanghai.Seafood.noThe Norwegian Chamber of Commerce Hong Kong is a platform for Norwegiancompanies in Hong Kong.Norwegian Chamber of Commerce in Hong Kong()Norwegian Embassy BeijingNorwegian Energy Partners Innovation Norway BeijingConsulate General ShanghaiInnovation Norway ShanghaiNorwegian Seafood Council Norwegian Business Association Norwegian Chamber of Commerce Hong Kong Notes:The Norwegian Consulate General in Guangzhou will be permanently closed as of July 15,2024.Therefore,it is not included in Team Norway in this report.21 2024 Deloitte ChinaTeam Norway in ChinaMore Norwegian companies value support from Norwegian governmental agencies in China#1Creating platforms for business activities#2Facilitating access to relevant Chinese authorities#3Branding Norway towards local stakeholders#4Providing relevant and useful information about ChinaWhich support from Team Norway is most valuable for driving your business in the Chinese market?91%consider the active support from Norwegian governmental agencies in China to be important for their business activities,a 9%increase from last year22 2024 Deloitte ChinaEnd Notes1.Page 8:National Bureau of Statistics of China,IMF,World Bank,GACCa)STATISTICAL COMMUNIQU OF THE PEOPLES REPUBLIC OF CHINA ON THE 2023 NATIONAL ECONOMIC AND SOCIAL DEVELOPMENT1()b)World Economic Outlook(April 2024)-GDP,current prices(imf.org)c)Exports of goods and services(current US$)|Data(worldbank.org)d)Imports of goods and services(current US$)|Data(worldbank.org)e)Chinas Total Export&Import Values,December 2023(in USD)()2.Page 9:IMFa)World Economic Outlook(April 2024)-GDP,current prices(imf.org)3.Page 15:SSB,NBIMa)Foreign direct investment SSBb)All investments|Norges Bank Investment Management(nbim.no)4.Page 16-19:SSB,European Commissiona)External trade SSBPhoto CreditsPage 1,2,4-8,11-18,20,22:Deloitte Global23 2024 Deloitte ChinaPublished in May 2024 byThe Consulate General in Shanghai is the publisher of this business report which gives an overview of Norwegian presence in China,as well as the current and future market potential in China for Norwegian businesses.Supported byInnovation Norway,the Norwegian Seafood Council and the Norwegian Business Association,with additional support provided by the Norwegian Embassy in Beijing.Developed byDeloitte China has worked closely with Team Norway China and has been responsible for developing the report.24

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Consumer pain points in Chinas beauty market 20242Skincare1.05Bodycare4.17Color cosmetics2.09Haircare3.13Perfumes5.20About Daxue Consulting6.24Outline 2024 DAXUE CONSULTINGALL RIGHTS RESERVED#IneffectiveNeckCareProducts#LackOfSophisticatedBodycareBODYCARE#MakeupChallengesForUniStudents#NoQuickMorningFullMakeUp#HumidSummerMakeupCOLOR COSMETICS#InEffectiveMultifunctionalProducts#PostHairProcedureProducts#EffortlessBeautyForLazyAndBusyPeopleHAIRCARE#NeedSkincareForTeenagers#EnvironmentalSensitivityIssues#IssuesWithHealthyProducts#LargeBottlesNotForOnTheGo#NoLightSmellAndLongevity#NotSafePerfumesSKINCAREPERFUMESConsumer pain points discussed on social media in China3 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDHow Chinese discuss beauty on major social media platformsKey facts Advanced recommendation algorithm Extensive user-generated content(e.g.,tutorials,reviews,unboxings)Community-driven platform E-commerce integration Looking for trends and keeping up with trends Content creators explain trends,give tutorials,and share their opinions Comments under posts are relatively more specific because people will take time to write them Endless content timeline,which generates high screen time for users E-commerce integration Range of content,from short posts to multimedia and long-form articles General and niche community spaces E-commerce integration Very focused on trends,more fast paced tutorials and product showing Comments and discussions on products are more surface level because there is less interactions between users Seeking real-time beauty trends,often driven by celebrity and influencer posts Product recommendations,with users sharing their experiences with beauty productsXiaohongshu(小红书)Douyin(抖音)Weibo(微博)312 MAU(2023)46%aged 18 to 24 68male,32%male 90%of content is user-generated 755M(Feb 2024)50%aged below 30 48male,52%male 598M(Dec 2023)51male,49%male Nearly 75%aged below 35 yearsKey featuresBeauty discussion points4Sources:Xiaohongshu,Douyin,Weibo,Statista,乐居财经1Pain points inSKINCARE 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDSome consumers find“healthy”claims are falling short6Chinese consumers are increasingly ingredient-conscious in skincare,giving rise to skintellectuals”(成分党).Particularly among the younger generation,there is growing interest in using healthier skincare products.However,the pain points of compromised shelf life or false claims become more frequent.Sources:Xiaohongshu and Weibo,Social listening analysisIssues with“healthy”skincare productsShort shelf life or excessive preservativesConsumers note that natural products either have a short shelf life or are full of preservatives.How Chinese consumers define“healthy”skincare productsChinese consumers define“healthy”skincare products as those that include natural and organic ingredients like Traditional Chinese medicine,plants,and herbs,while also having minimal additives.Deceptive branding of”natural/organic”productsConsumers discuss that some brands claim to be“healthy”when thats not necessarily the case.For example,some brands claim they are“natural”or“organic”because their main ingredient is a natural extract from plants or herbs,even though they still contain additives.Some natural products are irritatingMany plants or herbs used in“natural”products are constituted of different chemical components that can be irritating and harmful.2024 DAXUE CONSULTINGALL RIGHTS RESERVEDSkin issues influenced by environmental changes are on the rise7Chinese consumers perceive their skin to be more sensitive.They are more aware of the minor skin issues that arise,especially those influenced by environmental changes,including seasonal shifts,pollution spikes,and dry air from air conditioning.“Air conditioning skin”(空调肌)Air pollutionDuring the summer months in China,air-conditioners are heavily used in most indoor rooms.Chinese consumers discuss their struggle with air conditioning skin”,which occurs when their skin transitions from the hot and humid outdoor weather to the cold and dry.Pollution often reaches harmful levels in Chinese cities,meaning that a lot more PM 2.5 particles interact with the skin.They block pores and cause symptoms such as acne,inflammation,and ages the skin faster.Symptoms Dehydrated skin Allergies Ages the skin Acne Water-oil imbalance Oily surface and dry interior“Whenever there is smog,my face just becomes red and sensitive its very painful.”-XHS user 爱吃泡芙Skin issues from seasonal changesIn China,people recognize that seasonal weather and atmospheric conditions heavily impact their skin,especially in the extreme climates of northern and southern regions.This result in consumers frequently changing their skincare routines,which can be both frustrating and costly.#Winter skincare#63M views#Summer skincare#60M views#Autumn skincare#50M views#Spring skincare#34M viewsSource:Social listening analysisImages source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDTeenagers are buying products that arent suitable to their skin8Teenagers in China are seeking skincare products to help combat their new skin issues.However,there arent many teenager-dedicated skincare products.Even among existing products,they are not widely known or used.Contain harmful active ingredients not appropriate for teenagers Rich formulas in adult skincare products can worsen teenage skin issues such as acne and oil secretion Minimal effectiveness Products hinder skin breathability through excessive moisturization and protective layersGiven that there are not many products or at least reliable products tailored to teenagers,teenagers use adult skincare or baby skincare products instead.However,these products are not adapted to growing skin and end up worsening these issues.Adult skincare productsBabyskincare productsWhile there are products designed for teenagers,many consumers are either unaware of them or dont know where to purchase them.“Im so happy!I didnt know about this brand until now!Where to buy it!Tell me!”-XHS user 你好不Source:Social listening analysisImage source:XiaohongshuPain points inColor cosmetics2 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDUniversity women have to suddenly learn make-up with little guidance10Due to societal expectations to not wear makeup in high school,but wear it in university/the workplace,consumers have to suddenly learn makeup between 18 to 25.Chinese makeup beginners feel that it is too demanding in terms of time and effort to learn makeup.Too time consuming and difficult to learnGiven that Chinese people have higher priority for school and work,those beginning to learn makeup feel that attaining a good level demands too much time and effort.Beginners cant justify the price of all makeup productsChinese beginners are very careful of how they spend their money.Therefore,they find it hard to justify the price for all the makeup products and tools they need to buy to learn makeup.In China,views on young people wearing makeup are stricter compared to those in the West.Many Chinese parents are against their children wearing makeup,and most public schools prohibit the use of makeup.This results in Chinese consumers beginning to learn makeup at a later age,often when they leave home for university.“I secretly bought cosmetics in junior high school and was found by my mother.She broke things and scolded me.”-XHS user 元少meihuiLack of products positioned as beginner-tier or entry-levelChinese beginners are overwhelmed by the variety of products and brands.They feel that most of the products dont suit them,and they will easily feel embarrassed if they dont apply them correctly.“Sometimes,after putting on a lot of makeup,when Im about to leave,Im afraid that my makeup will be too strong and I have a strong desire to remove it”-XHS user 狂野番茄(增肌版）“From freshman to senior year,I watched many makeup videos and how to buy cosmetics.Every time I felt it was too difficult,I gave up.”XHS user 妞妞0942Makeup issues among beginnersBeginner dissatisfied of her makeup level in year 1 collegeSource:Social listening analysisImage source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDOthersChinese workers have quick morning routines,cutting short time for makeup11Many Chinese consumers express a desire to look good during the day by wearing full makeup.However,they often have very demanding lives and dont wish to spend too much time or energy on their morning routines.Lack of time in the morning What Chinese Consumers mean by“quick”A shortened makeup routine,as recommended by beginner makeup influencer 千叶遥This is a popular term to characterize people that dont have much time in the morning because of work or school.快速快速 简单简单“In fact,I also admire people who wear makeup to work every day.I dont know how they do it every day.Its really difficult to get up at work,and if they have time to do makeup,I would rather sleep for an extra minute”.-Weibo user 花花公主仙蒂“早八人早八人”8 am people 1.7M posts on XHS(fast-paced)“Beauty enthusiasts know that time is everything.To complete daily makeup in five minutes,the key lies in simplifying the steps and selecting multifunctional products.”-XHS user 不落地的(simple)“Quick”for Chinese consumers means using minimal products and tools to achieve a natural makeup look.Face8.BlushEyes4.Eyebrows1.Foundation2.Setting spray3.Contour5.Eye shadow6.Eye liner7.Mascara9.Lips“I have to do it for half an hour without a rest.”-XHS user 殿下“I dont think that I could pull this off in 3 minutes.More like 10-20 minutes”-XHS user 三小猪Source:Social listening analysis 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDMakeup isnt durable through sweat in Chinas humid climates12With Chinas heat and humidity,daily activities like the gym are even sweatier.Additionally,increased physical activities and travel to outdoor places like the beach cause makeup to not set properly on the skin.Chinese consumers face makeup wearing offTop occasions discussedGym workoutsA lot of Chinese consumers wish to look good when going to the gym as they consider it to be a social venue as well.BeachThe warm and humid weather during summer,especially in the south of China,is causing a lot of peoples makeup to leak and wear off.“Sisters who recently went on holiday must learn an island holiday makeup”-XHS user Pooh s ToysChinese consumers follow popular makeup routines when they go to the beach such as”island girl makeup”.This makeup takes into account the effects of the sun,salt and humidity.“The summer in Guangdong is too hot.I spend two hours on my makeup every day,and after going out for two minutes,It wears off”.-XHS user 我是你的光Source:Xiaohongshu,Social listening analysisImage source:Xiaohongshu user 我是你的光Pain points inHaircare3 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDMultifunctional haircare products often fall short,especially in addressing hair loss14Most haircare products address only one hair issue,while multifunctional ones often prioritize one and neglect others.Consumers want effective products that effectively address multiple issues like hair growth and hair loss prevention.Top hair issues discussed#Hair loss 脱发脱发#Fine&soft细软塌细软塌#Dry&frizzy干枯毛躁干枯毛躁#Damaged hair受损发质受损发质366.2K posts39.6K posts36.8K posts23.6K posts#Dandruff头屑14.2K postsA major hair issue in China is hair loss,which young people,as early as 20 years old,experience and are increasingly aware of.Many experience hair loss due to lack of sleep,work-related stress,and unhealthy eating and sleeping habits.#Greasy油头72.8K postsChinese consumers want effective multifunctional products that deliver on all promised benefits.Many,like LOral shampoo,enhance fluffiness but dont control oil effectively.VICHY shampooLOral shampooKRASTASE shampooLiving proof shampoo1.Shampoo2.Hair mask/conditioner4.Hair essence/oilBasic haircare products like shampoo are most commonly discussed.Top haircare product types not having effective multifunctional propertiesSource:Social listening analysisImages source:XiaohongshuTop haircare products discussed 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDWith growing hair procedures,theres a growing need for repair productsHair coloring and perming are becoming more and more common in China.While there are numerous products that enhance damaged hair,these products not only improve hair but also diminish the results of hair procedures.Dry&frizzy Hair hardening and thickening Allergies and itching Not long-lasting Scalp damage Keratin treatment can increase risk of cancerTop hair procedures and issuesHair coloring(染染发发)Smoothing&keratin treatment(柔柔顺顺&蛋白质矫正蛋白质矫正)Perm(烫发烫发)Dry&frizzy Split ends Reduces the strength and resilience of the hairChinese consumers are paying more attention to hair styling.While in the past many focused on health,they are now prioritizing how their hair looks.This has led to an increase in hair procedures,such as hair coloring,particularly among young men.However,these hair procedures tend to cause issues like dryness and split ends,leading to a demand for haircare products that can effectively address these problems.“After perming my hair,I used this product to repair the damage.However,it ended up straightening my permed curls.Its hard to find a product that can improve my hair and keep my curls.”-XHS user 费若黎15Source:Social listening analysisImages source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDIn the“lazy economy”,haircare routines are too inconvenient and time consumingIn China,the term“lazy economy”was coined to describe the consumers desire to optimize time,especially among young consumers who seek to gain more leisure time.This trend primarily applies to products that simplify household chores,such as smart home appliances,but it is also extending to the beauty sector to some extent.Lazy people(懒懒人人)Busy people What kind of haircare routine they wantConvenient to use with long-lasting resultsTime-savingJob/occupation Freelance,work from home,or work with flexible scheduleWork with long hours,late leave times,and high intensityGenerationGen Z,University studentsOffice workers,people who need to take care of their families,middle-aged peopleBusy and lazy people find haircare routines too troublesome“Lazy hair care routine,after applying conditioner soaked in hot water for five minutes and finished!”-Xiaohongshu user 段晓薇“Coconut oil with a hair mask and a heating cap for half an hour,so you can watch TV and condition at the same time!”-Xiaohongshu user 杨杨爱吃肉16Source:Social listening analysisImages source:Xiaohongshu4Pain points inBodycare 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDWhile bodycare routines are becoming more sophisticated,products are not yet soBodycare routines have more sophisticatedWith the growing demand for body care products,people are using readily available items at home,such as using food wrap for masks and DIY-ing homemade scrubs.There is need more for more advanced bodycare productsAs sophistication of bodycare increases,people are using facial skincare products on their bodies.CleansingBody care routines are becoming increasingly sophisticated,incorporating more steps and achieving a level of complexity similar to that of facial skincare routines.However,products have not yet reached that level of sophistication.Post-cleansingBody care routines are becoming more sophisticated,with people having specific skincare routines for different parts of their bodies,such as legs,arms,and hands.Moreover,hair removal is becoming more popular,with many owning home-use devices.Dry brushingCleansingBody scrubbingLotionTreatmentsOthersHair removal18Source:Social listening analysisImages source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDConsumers desire more effective products targeting neck issuesConsumers often discuss issues such as chicken skin and neck lines.While there are products available to address these concerns,many require regular application for results.“25 years old and these neck lines are driving me crazy!Having neck lines really makes you look old and lacks grace!”Following the face,the neck is the second most important body part that consumers in China pay attention to.Young consumers in particular are investing more time and energy into their neck care routine to achieve a beautiful,clean,and youthful skin.White and even tonedNo blemishes or imperfectionsTight,firm,smoothBeautifulCleanYouthfulChicken skin(脖子鸡皮肤)Black neck(脖子黑)Neck lines(脖子颈纹)While the definition of long-term varies among Chinese consumers,many discuss the need to apply products for several months to see results.“After diligently using it for two months,I have just about finished the bottle.I can say that it didnt have much effect.”Common neck issues19Source:Social listening analysisImages source:Xiaohongshu5Pain points inPerfumes 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDLarge perfumes bottles are not ideal for on-the-go useIn China,consumers are showing a growing appetite for perfumes that can be carried conveniently.However,packaging hasnt met these expectations.Consumers find perfumes not portable enoughConsumers are concerned of spoilageThere is growing concern about the deterioration of perfumes due to exposure to sunlight,oxygen,and other environmental factors.Consumers are becoming increasingly aware of the importance of properly storing perfumes to preserve their quality.Therefore,some are even placing them in dark,cool places helps avoid spoilage caused by exposure to bright light and wrapping tape around them.Top occasions for which Chinese consumers find perfumes insufficiently portable:Perfumes on the market often overlook the issue of portability.As a result,many people transfer their perfumes into smaller,more portable bottle.Even for perfumes that come in smaller sizes,they can still be inconvenient to use.For instance,they often lack a spray mechanism.User using tool to transfer perfume1.Daily commutes2.Traveling3.Outdoor activities4.Social activitiesKeeping perfumes in dark,cool compartmentUsing tapes for sealing perfumeSmall perfume but without spray21Source:Social listening analysisImages source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVED22OutdoorStaying out overnightFormal occasions(e.g.,business meetings,formal dinners,weddings)Top occasions discussed when it comes to light perfumes not being long-lasting#留久#Long-lasting perfumePeople desire long-lasting perfumesLight smelling perfumes are not long-lasting enoughMany Chinese consumers prefer light-smelling perfumes over strong ones.However,lighter scents dont last long enough to last all day with just one application.Many consumers express concerns on social media about light perfumes not being long-lasting enough.They frequently seek advice on achieving long-lasting scents,especially in the humid summer when fragrances tend to fade more quickly.Strong-smelling perfumes are not as popular in China,particularly in closed environments and in social places.This is due to the awkwardness in social settings and their tendency to trigger dizziness or nausea in those around them.Source:Social listening analysisImages source:Xiaohongshu 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDYoung consumers seek safer perfumes,but they are not too accessible23With increasing health consciousness,Chinese consumers are becoming more cautious about the products they consume and use.While not as prevalent as it is with color cosmetics and skincare,perfume ingredients are gaining consideration.Issues with”safe”perfumes in ChinaConsumers are cautious about buying safe perfumes because many products are misleadingly labeled as such.Additionally,regulations defining what constitutes a safe product are still lax in China.There are not many perfume brands that use all-natural ingredients and offer natural perfumes at an affordable price.Consumers have limited awareness of safe perfume brands,making it a niche market with few products catering to this segment.Whats considered”safe”in ChinaAmong Chinese consumers,”safe perfumes refer to those made from natural ingredients that have no side effects or harmful effects.Source:Social listening analysisKey takeaways of pain points faced by Chinese beauty consumers24With consumers becoming more aware of ingredients,there is growing need for those that are natural and organic and include minimal additives.However,concerns about false claims,short shelf life,and irritation persist.Theres room for brands to both play a bigger role in educating consumers on how to use products,but also creating simple,streamlined options for both beginner and busy consumers.Weather and climate are common causes of beauty pain points and should be taken into account for both R&D and product communication.With preferences for convenience and freshness,smaller size bottles often suit market needs better.Body care and haircare routines are following skincare in getting more sophisticated,creating opportunities for brands to satisfy new demand.0102030405ABOUT 2024 DAXUE CONSULTINGALL RIGHTS RESERVEDOur mission is to guide businesses to holistic growth in AsiaThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve growth in Asia and beyond26Who we are A China-based strategic research firm,specializing in client-centric solutions from market exploration to operational expansion.With offices in Shanghai,Beijing,and Hong Kong,along with representation in Singapore,South Korea,Japan and France,our diverse team ensures comprehensive coverage for data collection and research across Asia.What we doMARKET RESEARCHExpert interviewsCompetitive benchmarkingAlternative dataMarket sizing Alternative dataCUSTOMERUNDERSTANDING Focus groups Mystery shopping Consumer research Tribesidentification In vivo researchMANAGEMENT CONSULTING Lean management Healthcare consulting Employee engagement survey Media consulting Crisis managementSTATEGY CONSULTINGMarketing strategy Market entry strategy Business turnaround Business plan Learning expeditionBRANDINGNaming Brand book Brand equity Brand positioning Brand activationtoolkit400 clients since 2012https:/ LinkedInhttps:/ UPDATED ON CHINAMARKET INSIGHTS

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