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1、SustainableFashion inChina2023 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSocial Listening on Green Fashion1.03244.The state of animal welfare in China153.The state of green consumption in ChinaDrivers of environmentalism in China2.08295.Hypotheses on the future of green consumption in ChinaContent 202

2、3 DAXUE CONSULTINGALL RIGHTS RESERVEDSocial listening onGreen fashion1 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDWhat industries are typically associated with sustainability Based on social listening extractions,what industries are mentioned with the terms“可持續,環保,自然,地球”4F&B50%Manufacturing4%Automobile

3、s15%Agriculture18%Transportation7%Fashion5%2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow is“sustainability”interpreted in China?The term“sustainability”is a very broad concept in the Chinese language and can be interpreted into many different terms.From our social listening,here are some common defini

4、tions shared by Chinese netizens online.5General terms:#環境保護環境保護/環保環保 Environmental protection#可持續性可持續性 SustainabilityWaste reduction#綠色綠色消費消費Green Consumption#低碳低碳Low Carbon#碳中和碳中和Carbon neutralityGreen consumptionCarbon footprintClean energyPreservation/natural spaces#綠化帶綠化帶Green roads#中央生態環保督查中央生

5、態環保督查Central ecological and environmental inspection#低物欲低物欲Low materialistic desire#極簡主義極簡主義MinimalismWhat the gov saysWhat KOLs sayWhat brands say=Concept not as discussed in the west#垃圾分類垃圾分類Waste sorting#關盤行動關盤行動Clean plate movement#零碳生活零碳生活My 0-carbon life#低碳出行低碳出行Low-carbon Travel#ESGWhat isnt

6、emphasized#環保服裝環保服裝Eco-friendly apparel#88碳賬戶碳賬戶88Carbon account#足綠色消費，足綠色消費，做綠色選民做綠色選民Promote green consumption,be a green voter#珍惜自然資源珍惜自然資源Cherish natural resourcesComposting BiodegradabilityActivismSlow FashionSupply Chain Transparency#新能源新能源New Energy#節能節能Energy Saving#可持續生活可持續生活Sustainable lif

7、estyleWater Footprint#非遺傳承非遺傳承Intangible Cultural Heritage#有機農業有機農業Organic Agriculture#可持續性材料可持續性材料Sustainable Materials#零浪費零浪費Zero WasteCarbon LabelWorld Environmental DayWhat are Chinese netizens talking about when it comes to sustainable fashion?%represents the percent of posts on this topic in t

8、he intersection of“sustainability”and“fashion”wordsMaterials 16%Cotton 2%Linen 3%Leather 9%Bamboo 0.6%Silk 0.8%Luxury 5%Hermes 0.4%Chanel 0.4%Louis Vuitton 0.6%Gucci 0.3%Dior 0.3%Burberry 0.1%Vegan leather 1%“Natural”75%“Durable”6%“Reduce consumption”3%2023 DAXUE CONSULTINGALL RIGHTS RESERVEDSources

9、:Douban,XiaohongshuAcademicManuel C.Molles Jr.(U.S.)Publishing Year:2019Case studies on ecology&textbook 認識生態認識生態Ecology Concepts and Applications9.7環境保護環境保護Environmental ProtectionPamela Hill(U.S.)Publishing Year:2022Info on environmental protection in Q&A format9.6EcologyProtection碳管理碳管理 從零通往碳中和從零

10、通往碳中和Carbon ManagementWang Jun 汪軍(China)Publishing Year:2022China“double carbon”policy,carbon calculation,market,asset,and management9.1價值投資價值投資:基于基于ESG分析框架分析框架Value Investment:Based on the ESG Analysis FrameworkJin Long 金龍(China)Publishing Year:2021Calculating investment based on ESG models8.9Carbo

11、nESG InvestmentHuman DamageBased on true events鯨之殤鯨之殤A Whale for the KillingFarley Mowat(Canada)Publishing Year:2021True story of a whale mother under the threat of human activity9.0最后的熊貓最后的熊貓The Last PandaGeorge B.Schaller(U.S.)Publishing Year:2015Experience of the author as an expert in Sichuan,Ch

12、ina.Protection,politics,and future of pandas8.8朱鹮的遺言朱鹮的遺言The Last Words of the Crested IbisTeruyuki Kobayashi(Japan)Publishing Year:2019Distinct species of crested ibis in Japan.Difficulty in an attempt to stop extinction8.6PreservationExtinctionIn academics,foreign books on preservation and protect

13、ion dominate.Chinese authors dominate the environmental economics topic.Whaling is something that has recently come into the spotlight for ChineseAs the Giant Panda is significant to China and is also endangered,it brings attention to the topic of endangered species in general.大滅絕時代大滅絕時代 一部反常的自然史一部反

14、常的自然史An Unnatural HistoryElizabeth Kolbert(U.S.)Publishing Year:201513 true stories on animal extinction.Perspective of an environmental reporter8.8ExtinctionEconomics Foreign books dominate the sustainability topic in China7Drivers ofenvironmentalism in China2 2023 DAXUE CONSULTINGALL RIGHTS RESERV

15、EDWhat does sustainable consumption mean for Chinese consumers?9DriversHow China differs from the westLess emphasis on individual ethicsHealthChinese consumers,especially parents and caretakers,are very sensitive to pollutants in products.This is very evident in F&B,beauty,and household cleaning pro

16、ducts.CitizenshipThe government is a major driver of sustainable consumption via propaganda and policy.We predict this will become the largest driver in the future as the government plans to be Carbon Neutral by 2060.Societal expectationsAs a collectivist society,Chinese people have high pressure to

17、 be seen as“doing the right thing”among peers.FrugalismMany families are already mindful about wasting food and resources due to financial reasons.It is common for parents to ask kids to eat their plates clean.Now,frugalism has been replaced with minimalism,not for the sake of saving money but for t

18、he pursuit of non-material happiness.Low awarenessNot polarizedSustainability awareness in China is not high,and it is not top-of-mind when making purchasing decisions.We analyzed the top 100 posts about environmental sustainability in China in 2022.Only 21%could be considered activist posts,while o

19、nly 5%were climate non-believers,which shows that the majority of people fall in the accepting but lukewarm middle grounds.Contrary to western ethics,Chinese ethics is a code on one behaves in a social-role,not necessarily as an individual.Whereas European climate activism is driven by individual et

20、hics,in China this is not a strong driver.Top-downUnderstanding of sustainability is largely driven by the government,rather than consumers putting pressure on the government and brands.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinas top-down sustainability influenceUnlike Europe and the US where act

21、ivism plays a large role in sustainability,in China,government is the largest influence.10GovernmentKOLs BrandsPropagandaPolicyEducationCrackdownsMotivated by personal interestsEarly adopters of western knowledge of sustainabilityPressure from international consumersMotivated by differentiating thei

22、r brandProne to green-washing(洗綠)Motivated by reaching carbon neutrality goals,maintaining good international image and soft power.Propaganda cannot be under-estimated Has influence over educationPolicy implemented quickly and thoroughly(such as waste sorting)2023 DAXUE CONSULTINGALL RIGHTS RESERVED

23、Chinese celebrities sustainability endorsements reducing plastic useHu GeLi Bingbing is a Chinese movie actress and singer.She is also an advocate for sustainable development.She has been the WWF and UNEP Goodwill ambassador advocating for environmental and animal conservation.In 2009,she founded th

24、e brand L.O.V.E,promoting low-carbon lifestyle.L.O.V.E partnered with many brands and companies making positive environmental impact in China.Li BingbingHu Ge is a Chinese actor and singer known for hisroles in a series of historical dramas.Hu Ge is also an environmental activist.Hes a longtime volu

25、nteer of”Green River”,an NGO that focuses on protecting the environment of Yangtze River.Since 2013,he visited the Sanjiangyuan area multiple times doing such as trash pickup and habitat conservation.Wu LeiWu Lei is a Chinese actor and started his acting career at the age of 3.He is also an advocate

26、 for sustainable lifestyle.He often chooses to bike to work over other methods of transpiration.Wu Lei also participated in charity marathon promoting sustainability,and is the ambassador of different NGOs that help raise awareness for sustainability.Dilraba is a Chinese actress,singer and model.Dil

27、raba also do many charity work alongside her acting career.She has volunteered with NGOs and visited the Tibetan area to help with habitat and environmental conservation back in 2019.She also encourages to reduce the use of plastic bags and encourages people to learn more about environmental protect

28、ion on her Weibo account.Dilraba 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDLuxury brands focus on local species conservation&recyclingGucciGuccis China official website and Weibo account shares about the brands sustainable initiatives.Gucci is completely fur free,following parent organization Kering.1

29、00%Recyclable packaging Gucci off the grid,gucci circular line use of Econyl All directly operated Gucci stores have 100%green electricity,opt for LED lighting Chanel 1.5 missionChanel red camellia collection:97%natural ingredients,packaging fromrecycled material,reduced carbon footprint Switching f

30、rom air shipping freight to sea freight in Asia Pacific area to reduce carbon footprint ChanelLa MerWith ocean being where the brand source most of their ingredients,La Mer focuses on ocean conservation.La Mer Blue Heart East China sea conservation Partnership with luxury hotels in China World ocean

31、 day Weibo campaign Re-nylon,regenerated nylon from recycled plastic and waste Eternal gold collection,100%certified recycled gold Chinese tiger year,tiger preservation Shanghai Prada Rongzhai market,promoting sustainable lifestyle Prada 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDThree of the top eco-f

32、riendly Chinese fashion brands13PositionPriceMaterialsProcessUnique pointsPain points Slow lifestyle Minimalist Natural Related to Chinese minority cultures200 to 7,000 Organic Cotton Organic Wool LinenNatural plant dyes Preserving ethnic minorities Enhancing womens working processPerceived as produ

33、ct line of parent company rather than brand Minimal Natural Quality Related to French culture200 to 40,000 Organic linen Silk Organic cotton Cashmere Wool Plant dye Vegetable tanned leather Rain treated Linen Traditional Chinese painting Highly durable Merge of western&eastern philosophyOver priced

34、for target market Zero-waste Simple Chinese but expanded international50 to 5,000 Silk Mulberry tree Biodegradable fibersGarments produced per order,no waste Recycling program Highly biodegradableHard to take care of,easily creases 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCan sustainability be the ne

35、w Guochao?14Currently,Chinese consumers are highly conscious of sustainable consumption.Apart from increasing awareness of sustainability concerns,the riseof adventurism has changed customers outlook on environmental sustainability.Solif,a foreign brand,has capitalized on both these trends byreleasi

36、ng bags made from discarded fishing nets and plastic bottles,which have gained popularity among young Chinese consumers and celebrities.Solif has been committed to incorporating environmental protection concepts into its product manufacturing and operations,providing consumers with environmentally f

37、riendly,fun,and personalized fashion items,and partnering with like-minded consumers to minimize the negative impact on the environment.Solif not only considers sustainability in product design but also emphasizes environmental friendliness in packaging,transportation,production,and various other as

38、pects.“Ive always been impressed with Solif as a sustainable brand.Whether its their mountain or beach clean-up initiatives,I can feel their commitment to protecting the environment.“Im excited to thank myself for stopping two plastic bottles from flowing into the ocean.”The brand is not only embrac

39、ed by the general public but also by micro-influencers and celebrities.The state of green consumption in China3 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinese show high willingness to buy green,but in practice,it is not top-of-mind16Sustainability is not top-of-mind for Chinese consumers.Heres what

40、 is:Health&SafetyMinimalismNew experiencesStyleSocial lifeIt is important for brands to be free of toxins,especially cosmetics,food and cleaning products.The downside of safety being a motivator is that it also motivates the demand for animal testing in China.As many adventurous activities like camp

41、ing are trending in China,people are getting closer to nature,and brands can be the bridge.Along with being closer to nature comes the appreciation of nature,leading to environmental care.Sustainable products also have to be stylish and photo-worthy.This is one of the biggest concern of consumers wh

42、en it comes to sustainable fashion,consumers dont want to sacrifice fashion for sustainability.Many consumers are motivated by minimalism to buy less and buy simpler products,which is inherently sustainable.Concepts like“Less is more”and“Low-material desire”are trending on Chinese social media.Minim

43、alism is also a driver of the second-hand market,as consumers sell of their goods when transitioning to a minimalist lifestyle.Many Chinese people prioritize the approval of peers and family more than individual expression.This is why we see less extreme views towards sustainability.However this is

44、also a motivator for people to do sustainable actions,as its something peers approve of and know is the right thing to do.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow might the government nudge green consumption?17Discussing government plans seems lofty when thinking about consumer behaviour.But in C

45、hina,the authorities play a much more active role innudging consumers in the right direction.Vaccine incentivesUnder the pressure of realizing herd immunity during the pandemic,some local governments of villages and towns used grocery(rice,flour,oil)and cash rewards of 200 to 300 yuan as incentives

46、to be vaccinated.An incentive system can be activated to encourage consumers to buy green products.On a similar note,the government can also subsidize clean energy and green manufacturing.Waste sortingIn 2019,starting in Shanghai,the government released a waste-sorting plan which was implemented rap

47、idly and strictly with the help of many volunteers.This campaign has led our 1,000 survey respondents to believe waste sorting is the single most important sustainable action they can take,proving the governments influence.Use of incentivesJay walkingIn 2019 the social credit system started to take

48、into account jay walking by using facial recognition.The Social Credit System is continuously developing.As of now,it includes but is not limited to:Financial trustworthiness,commercial trustworthiness,and most important for consumers,societal trustworthiness.A low credit score can impact ability to

49、 book trains,send children to universities,and open businesses.Incorporating into social creditTop-down implementationExample:Method:2023 DAXUE CONSULTINGALL RIGHTS RESERVEDMost Chinese people support sustainable fashion,while some have doubts18Numerous international brands have taken sustainable ac

50、tions by introducing collections made of eco-friendly materials and innovative green fashiontechnologies.We analyzed 144 of the top Zhihu comments(excluding comments with unclear meanings)to gain insight into the Chinese perceptionof sustainable fashion.56%of the comments showed a positive attitude

51、towards the introduction of fashion items made from eco-friendly materials and green fashion technologies.12%of the comments expressed scepticism about the sustainability of the fashion industry.14%of the comments expressed concern about the high cost of sustainable fashion.18%of the comments sugges

52、t that buying less is more environmentally friendly than buying fashion made of sustainable materials.56%12%14%18%Social listening on Chinese peoples attitudes towards sustainable fashion innovationsEnvironmental protection and sustainability have always been what we pursue,and the fashion industry

53、is no exception.I really love it.Environmental protection is really important,and we should start from every detail.Not buying is the most environmentally friendly.I feel that designs using eco-friendly materials are being sold at high prices nowadays.Its still too expensive for ordinary people to a

54、fford.Can fashion really be environmentally friendly?I feel like it would be great if environmental protection could become a trend.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDFair trade in China:Potential for development,according to pioneers19Fairtrade has prospects in China.We often say that every gr

55、ain of agricultural products represents hard work.Currently,these hard-working individuals have not received a corresponding return.Giving a truly good price for good products is an acknowledgment of the producers hard work and a sign of respect for them.Chinese consumers are rising,and their consum

56、ption values are changing.As Fairtrade slowly becomes more familiar to everyone,I believe that more people will join in.Source:China Science Communication(2019)-Deng JiachangChairman of Simao Changsheng Coffee Planting Professional Cooperative*Yunnan Simao Beigui Coffee Limited Company certified a f

57、air trade coffee planting cooperative in 2015 Matches designers with producers from disadvantaged groups on production platforms.Processing fees are not less than 10%of the retail price of the product.Processing fees are not linked to the cost price.Producers directly receive the processing fees.The

58、se past ten years cannot be considered a failure,nor can they be considered a success.They are not a failure because some of our projects have made some people aware of fair trade and have helped some disadvantaged groups.However,they are not successful because,at a larger level,fair trade is still

59、relatively unknown in China.-Chen LecongFounder of iFAIR China Fair Trade CenterSource:Yashijie Financial,Interview:Shanghai iFAIR FounderFair trade is not widely recognized in China.On Zhihu,there are only about 20 related questions,and many of them receive very few comments.OnWeibo,posts about fai

60、r trade can hardly be found.However,due to the rising purchasing power of Chinese consumers and the respect for farmersemphasized in traditional Chinese thinking,fair trade is seen as having potential in the Chinese market.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDCarbon reduction:The emphasis of the

61、Chinese government today20In April 2022,Pepsi China launched its No Bottle Label packaging,endorsed by Cai Xukun,which received 33,000 shares,2,210 comments,and 18,000 likes on Weibo.During the 75th United Nations General Assembly in 2020,President Xi Jinping announced Chinas commitment to reaching

62、carbon peak before 2030and carbon neutrality by 2060(the 30-60 dual-carbon goal).This announcement received an active response from the entire nation,with localgovernments hosting events to encourage citizens to adopt a low-carbon lifestyle,and many companies adopting new technologies and packaging

63、inan effort to comply with the policy.Join forces with spokesperson Cai Xukun to practice a low-carbon lifestyle.Cai Xukuns fan base is posting formulated comments to show their support for him,which many of them received about a thousand of likes.This proves the effectiveness of promoting sustainab

64、ility through celebrity endorsements in China.Innovation is what drives development,and this will never change.Green,low-carbon,and environmentally friendly practices make the ecosystem more beautiful.Chinese netizens place high value on innovation that can enhance environmental protection Yili is a

65、 top milk manufacturer in China They are transitioning the straw attached to their packaging from plastic to corn starch degradable ones.They are also upgrading their factory equipment to achieve zero-carbon emissions.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDMinimalism:Chinese are bringing Daoism int

66、o modern consumption#低欲望低欲望低配生活，高配靈魂低配生活，高配靈魂Low profile life,high quality soul Used in the context of developing self over buying things減衣增福，減食增壽減衣增福，減食增壽Reduce clothing increase happinessReduce food increase lifespanFrom the Daodejing,resurfaced on XiaohongshuPursuing a“low-profile”life on XHSWhat

67、 Chinese are saying about consumption downgrading消費降級消費降級Consumption downgradeOften used in the context of buying fewer but more durable goods.低物欲生活低物欲生活Low materialistic-desire lifeOften used in the context of selling second-hand goods 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDThere is an unmet deman

68、d for second-hand clothing in China60%of consumers and 70%of Gen Z either have bought or are willing to buy second-hand clothing2220%17%8%8%50%31%15%30%40%61%77%Gen ZMillennialsGen XBoomersI have bought it beforeI havent but would like to tryNoWould you buy second hand clothes?(1,000 survey response

69、s by age group)45%43%What motivates second-hand buyingWhat motivates second-hand sellingMake money/investmentPursue a 低物欲(low materialistic desire)lifeSave money/showoff resourcefulnessConsumption downgrade 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHow easy is it for Chinese consumers to find green pr

70、oducts?23JDs sustainable product sectionChinese sustainable stampsJD is a pioneer for green shopping in Chinese e-commerce,being the first e-commerce platform to launch a green shopping section called 青綠計劃 or“Green Plan”.Ecolabelling Energy conservation stamp Forest stewardship councilGreen productE

71、nvironmental friendly stampLow carbon productOrganic food productEnvironmental protection industry stampWater conservation stampThese stamps are used for food,electronic appliances,and product packaging but often arent showed proudly by sellers.Low carbon packaging:sustainable packaging,recyclable p

72、ackaging,FSC certified Green food:organic and environmentally friendly food,organic food stamp,eco-origin stampGreen furniture:low carbon,recyclable,green product stamp,environmentally friendly stamp Although there are“green”certified stamps,they are not widely used,as it is easy to find products ma

73、rketed as organic without the organic stamp.In an effort to reach the 2060 carbon neutrality goal,the government could place more weight on these stamps.The state of Animal welfare in China4 2023 DAXUE CONSULTINGALL RIGHTS RESERVED25Leather is seen as acceptable,but crocodile and fur could be contro

74、versialKilling animals with malicious intentKilling animals for essential purposesKilling animals for non-essential consumer pleasureUsing animal products that are a by-product of essential killingShift in majority consumer perceptionsWhere a majority of Chinese netizens morals fall based on analysi

75、s of Zhihu discussionsPet abuseFur,crocodile skins,TCMFoodLeather(as a by-product of beef)A majority of netizens speak negativelyA majority of netizens accept77%21%2%News on the authorities seizing smuggled crocodile clawsNetizen reactionsAccept/see as normalConfused or question the act of smuggling

76、 but not crocodile consumptionFirmly againstHuman beings require meat for survival,and livestock have provided their bodies to sustain our species.We appreciate their contributions and it is important to use all parts of the animal out of respect.If one believes that eating meat is a necessity for h

77、umans,while wearing fur is simply a luxury,that is not accurate.Vegetarians are able to live without meat.”Netizen discussions on Zhihu on the morality of using animal products 2023 DAXUE CONSULTINGALL RIGHTS RESERVED26Chinese generally prefer real leather,oppose furOn Zhihu,a debate titled Why do m

78、ore people boycott fur than leather?gives us insights on Chinese consumer stances on animal products.Domestic beauty brandsLeather is considered a by-product of the meat industry,utilizing the waste from animal processing for meat consumption“The death of the animals brings satisfaction of basic hum

79、an survival needs,rather than indulgence in consumer pleasure.”“With so much pork,beef,and lamb consumed every day,its better to create economic value from the by-product rather than waste it.”“Fur requires the hide to be removed while the animal is still alive to ensure the quality of the fur,which

80、 is inhumane.”Domestic beauty brandsChinese consumers generally agree with the saying,Leather products get better with use.”“Leather goods are often held in hand,oiled and cared for,and even exposed to sunlight,causing changes in texture,brightness,and luster.For example,a wallet in a pocket undergo

81、es a polishingprocess through constant friction with fabric.”“The natural oil produced by our bodies can cause leather to change color,but it also improves the texture over time.”2023 DAXUE CONSULTINGALL RIGHTS RESERVEDNetizen reactions to smuggled crocodile claws exposes views towards crocodile pro

82、ducts2777%14%7%2%For a long time,the consumption of products made from exotic animals in China has been a topic of suspicion and criticism worldwide.On April 23rd,Guangxi seized 2,058 smuggled crocodile claws,sparking discussions on Weibo.By analyzing the top 100 comments(excluding those with unclea

83、rmeaning)of the news,we can gain insight into Chinese opinions on the consumption of such products.77%of comments expressed negative emotions(eg.angry,scared,and disgusted)towards consumption of crocodile products.14%of comments questioned the act of smuggling,but notthe consumption of crocodile pro

84、duct.7%of the comments expressed confusion over the motive behind smuggling crocodile claws.2%of the comments expressed the view that the consumption of crocodile meat is normal.Forgive my ignorance,but what is the purpose of their smuggling?Most liked response:Eating them for their high nutritional

85、 value,which is comparable to bear paws.Crocodile claws are also used as jewelry,with front claws believed to attract wealth and back claws thought to protect it.Its chilling to see.If theres no demand for it,then there wont be harm doneDomestic beauty brandsMost liked commentsDomestic beauty brands

86、Social listening on Chinese peoples attitudes towards non-livestock animal consumption 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDChinese attitudes towards the end of animal testing in imported cosmetics brings both satisfaction and quality concerns28This is a very positive signal for the country!Altho

87、ugh it currently only pertains to imported cosmetics,it at least shows that progress has been made in this regard.With the increasing awareness of more and more people in the future,we can change many things!Lets work together on this!Thats great!Last time when I bought a facial cleanser and saw the

88、 cruelty-free label,I was happy for a long time!Ah.the situation with the pandemic abroad is too chaotic,and I dont feel at ease.From now on,Ill only buy domestic products,and wont buy anything imported.As of May 1st,2021,animal testing is no longer a requirement for imported ordinary cosmetics in C

89、hina.While many supporters of animal protection on Weibo have expressed excitement,some netizens remain sceptical about the safety of imported products that have not undergone animal testing.The Weibo page”Beagle Victim Advocates has 183k followers and is rapidly growing,which might suggest a rising

90、 awareness among the Chinese population regarding animal rights.Necessary experiments should still be conducted,with due care given to the welfare of animals involved.I really dont understand how products that havent been tested on animals can be commercialized directly.SatisfiedConcernedHypotheses

91、on the future of green consumption in China5 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDHypotheses on the future of sustainable consumption in China2The government propaganda will be the strongest factors in influencing Chinese perceptions of sustainabilityAs long as sustainability is associated with h

92、ealth and safety,it will be prioritised by Chinese consumers13A potential growth for green consumerism exists in the mass market as it is not only driven by environmental activists and there are few climate change deniers in China.4People want to be“international”and sustainability will be able to t

93、alk about it.It will become a matter of fitting in socially.5Easy-green consumption will be become wide-spread through green“stamps”and certifications,likely lead by government requirements.2023 DAXUE CONSULTINGALL RIGHTS RESERVED31ABOUT 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDOur mission is to guid

94、e businesses to holistic growth in ChinaThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve growth in China and beyond32 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDThe values we embrace33Embrace change enthusiasticallySimilar to how markets

95、 are constantly changing,our mindset is also always evolving.We value routine only when it helps us improve and we value change because it helps to keep pace with our time.Freedom enriches creativity&responsibility Freedom to manage and envision her or his mission increases the sense of responsibili

96、ty to that mission.Our clients goals are our goalsWe see ourselves as an extension of the clients business in China or their target country,hence,we advise them as if we were in their shoes and investing along with them.Knowledge is meant to be sharedWhile our projects team dives deep to provide cat

97、ered research to clients,the media team shares insights publicly.At the same time,we foster a culture of sharing knowledge in our team,each individual works to increase their own knowledge and freely shares ideas each other.Intellectual humility gives clarity Only through the lenses of humility can

98、knowledge be seen clearly.At daxue consulting,we are humble toward science and the truth.We interpret data in a way that lets it speak for itself,even if contradicts our hypothesis.2023 DAXUE CONSULTINGALL RIGHTS RESERVEDOur network covers all of China,and beyond34Covered Tier-1 citiesCovered Tier-2

99、 citiesCovered Tier-3(and below)citiesThree offices in China:in Shanghai,Beijing and Hong KongEmploying 40+full-time consultantsFull,complete,national coverageEfficient and reliable fieldwork execution across ChinaUsing our expertise to draw precise,reliable recommendationsKey accounts from around t

100、he world北京BEIJING,CHINA Room 726,Building 1,40 Dongzhong Road,Dongcheng District上海SHANGHAI,CHINA(Head Office)Floor 11,118 South Yunnan Road,Huangpu District香港HONG KONG33-35 Hillier St.,Sheung Wan 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDOur approach to methodology-based consultingAn agile and data-dr

101、iven approach towards solving complex research questions35RESEARCHCONSULTINGas the base forIN-HOUSE ORGANIZEDWe do not outsourceTRADITIONAL METHODOLOGIESInterviews,cold calls,focus groups,surveys,and moreRESEARCH-DRIVENConsulting backed up by massive researchCOLLABORATIVEWe encourage frequent meetin

102、gs and workshops with our clientsTRANSPARENTFull insights into our work with frequent intermediate updates INDUSTRY PARTNER NETWORKBuilt-up over 350+projects and 100+podcasts guestsSOFTWARE AND TOOLSThird-party software and in-house built scrapping toolsACCESS COUNTRY-WIDEAble to run research across

103、 all layers of populationDATA INTEGRITYData-driven and cross-checking from many anglesAGILE From market discovery to entry,we keep pace with market changesCROSS-CULTURAL UNDERSTANDINGMix of foreign-educated Chinese and China-educated foreigners 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDOur past and cu

104、rrent clients400+clients with 600+projects over the past 9 years36 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDOur testimonialsComments from our clients37Managing Director Palmer Hargreaves“The communication,structure,problem solving and support we received from the team throughout the project wasfantas

105、tic,and it provided us with the ideal structure to keep the client engaged and confident of the deliverables.In terms of the outputs/deliverables,I was very pleased with the level of detail in the reporting,speed of response toquestions and the flexibility to adjust and provide alternative output vi

106、ews.Should we be in the position of providing similar support to our clients in future,I would have absolutely no hesitation incontacting daxue consulting again,working in partnership to deliver a high-quality solution.”E-commerce Manager LIDL“Thank you so much for your and your teams support regard

107、ing our China eCommerce project.The feasibility study was verywell delivered and useful to give us insights about China market.As business evolves,we definitely need to keep abreast ofthe latest developments to cope with the rapid change of the market.In this sense,we will continue to need your supp

108、ort toour business growth.”Director Ecommerce Marketing EMEA Ubisoft“Thank you for your answer.Ive been through the presentation and Im very impressed by all the useful detailed informationIve found.Thank you so much!”JAPAC Revenue Strategy Manager Twitter“Thanks so much for your hard work over the

109、last several months and the multitude of presentations that you have done to our stakeholders.I highly appreciate the quality of work and also the patience with which you have answered the questions.Overall the work has been very well received and has been very educational for our teams in Singapore

110、,New York and San Francisco.We will be using a lot of this information as we make critical investment decisions into China over the next several months.Please do pass on our thanks to the entire Daxue team-hope you do take a moment with the entire team to celebrate the success and outcome of this pr

111、oject!Also,I would be happy for you to use my reference for any future clients.”2023 DAXUE CONSULTINGALL RIGHTS RESERVEDA recognized expertise on the Chinese marketRegularly featured and quoted in global publications38Our latest quotations in recent publicationsDaxue on Thoughtful ChinaLecturing at

112、Peking University MBA.Workshop on the Chinas food importsTV interviews on prime time television in SingaporeFrequent speakers on China-business topics 2023 DAXUE CONSULTINGALL RIGHTS RESERVED39To get weekly China market insights,follow our WeChat accounthttps:/ https:/ UPDATED ON CHINA MARKET INSIGHTS