Our Local Presence and Expertise: CHINA

3 Trends in China

1．Aging population and declining birthrate

The population began to decline in 2021, and in 2023 China was overtaken by India to become the world’s second most populous country. Even after the one-child policy was lifted in 2016, the birth rate continued to decline. The aging population and declining birth rate have become major social issues.

2．Focus on value for money

Due to economic stagnation caused by the “zero-COVID policy”, there has been a major shift in consumer sentiment, from a balanced consideration of both quality and price to a greater focus on value for money, resulting in brand switching and replacement purchases as consumers seek lower prices.

3．Rise of Chinese brands

The rise of Chinese brands and products has led to a decline in the market share of foreign brands, including Japanese brands. Gen Z in particular has a high opinion of Chinese brands, which have improved in quality. At the same time, foreign brands are also attempting to capitalize on “guochao” (“national trend”, or the rise of nationalistic branding).

INTAGE’s Strengths in the Chinese Market

Extensive and in-depth understanding of the local market based on over 20 years of experience

Covering a wide range of categories, including retail, food and beverages, daily goods, cosmetics, home appliances, medical products, health foods, and automobiles, we have over 20 years of experience in market research in China, giving us an extensive and in-depth understanding of the local market. We can provide survey proposals and offer insights into survey findings that are based on a solid understanding of local conditions.

A wide range of research methodologies

We also offer services that leverage cutting-edge research methods such as social media data analysis, EC data analysis, and AI research.

Nationwide research coverage

Our reach spans 200 cities across China, including rural areas. In addition to tier 1 cities such as Shanghai, Beijing, Guangzhou, and Shenzhen, we can also offer market research in tier 2-6 cities.

Guaranteed Excellence with Japanese-Quality Standards

• Our highly skilled and experienced team of professional researchers, as well as moderators who have conducted group interviews with more than 600 people, are ready to provide support for your research.
• To ensure data quality, each team within the company has clearly defined roles and responsibilities. The pursuit of high data quality is a core principle of INTAGE CHINA’s service philosophy.

Multi-language support

Fluent in Japanese, Chinese (Shanghainese and Cantonese), and English, our multilingual team offers comprehensive support for global business expansion.

Notable Projects

• Conducted value assessment studies for multiple Japanese consumer goods manufacturers, exploring directions for new product development in the Chinese market and future improvements for existing products.
• Helped a major Japanese consumer goods manufacturer understand Chinese consumer habits and attitudes by running annual surveys in over 10 cities, spanning Tier 1 to Tier 3 markets.
• Supported a medical durable goods manufacturer in product enhancement, aligning research and development efforts with local audiences’ preference for home medical devices.
• Led a digital brand positioning study, identifying key insights into young generations’ lifestyles, preferences, and touchpoints, successfully revitalizing the brand’s image.
  

Columns and Reports on the Chinese Market

INTAGE’s Global Market Surfer is a business information website that provides information on markets around the world, with free columns and reports on local residents.
*Membership registration (free) is required to download reports.
*A fee is required for some content.

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Profile of Local Affiliate

Name	INTAGE CHINA
Year established	2002
Representative	Sammi Ji
Location	Shanghai (head office), Guangzhou
Website	https://www.intage-china.com/