Hub of China

BACKGROUND

Introduce your business and what you do there.

I was a freelance project manager between our company and the Hub of China. Our company is one of the biggest beer manufacturers in Czech Republic.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Hub of China?

We wanted to enter the Chinese market and get a better understanding of consumer preferences. They wanted to know which provinces or cities to approach first and needed to understand market sizes for certain types of beers in different provinces. We were looking to learn more about the popularity of beer and general attitude toward exported manufacturers.

SOLUTION

What was the scope of their involvement?

They helped with market research through consumer surveys.  We needed to understand flavors and packaging that would work well in the Chinese market. Located in China, they conducted about 100 consumer interviews. They ran the interviews in different provinces to determine which areas would best receive the product.

We started off by drafting interview questions that were important to the client. Hub of China also recommended some questions based on their expertise that could be added to the questionnaire. Then they conducted the surveys and did some additional market research. Their analyst accumulated information from official and unofficial Chinese sources.

What is the team composition?

From Hub of China, we interacted with David (Founder) but didn’t speak with his team directly. He was our point of contact.

How did you come to work with Hub of China?

I also do work in market research and referred their team to the client. They work with quite a number of big companies. After we sent an inquiry, they came up with a proposal and shared their portfolio.

How much have you invested with them?

We spent about $50,000–$100,000.

What is the status of this engagement?

We started working together in June–August 2019. It was roughly seven weeks.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

It was successful. The client received very valuable insights, especially in terms of packaging. We learned that our target audience had some mistrust toward the packaging. As a result, the client decided to focus on metallic cans that were more favorable. Then they had a better idea of what clients wanted in China and could understand which products should be first priority in the market.

How did Hub of China perform from a project management standpoint?

We followed the timeline pretty well. The client felt part of the team through mid-point checks. They kept the client informed throughout the process with some interim results and regular communication. The team had their own internal project manager in place.

What did you find most impressive about them?

Their expertise in the Chinese market stands out. They have local knowledge and a very good understanding of consumers. Everything went smoothly.

Are there any areas they could improve?

I hope to work with them for other projects centered around China. I don’t know if they have other industries in their expertise.

Do you have any advice for potential customers?

If someone needs consumer surveys, they’re a strong option. They have access to large panels and a good level of expertise in conducting surveys. They provide good value for money compared to other providers.