Breaking the Waves in Eurasia in 2025: Insights into Consumers and Markets for Chinese Enterprises Going Global

This document mainly focuses on "Chinese enterprises going overseas to the Eurasian market." The content is the core information from a related seminar, and in simple terms, it mainly covers the following points:

First, this is a seminar specifically discussing how Chinese enterprises can go overseas to the European and Asia-Pacific markets. Many industry experts shared their insights. The agenda included registration, welcome speeches, market trend analysis, brand strategy discussions, Q&A, and other segments.

Next is the situation in the European market: Europe is a big market for fast-moving consumer goods (such as daily necessities) and durable tech products (such as home appliances), but you can't just chase trends—you need to cultivate deeply. European consumers are unique: they want things to be cheap, but also care a lot about environmental protection; there are many elderly people who pay close attention to health, exercise regularly, and care about their diet; when shopping, they love to chase promotions and often switch brands. To enter the European market, FMCG products need to have personality, suit local usage scenarios, and integrate into the culture; durable goods need to have enough attractive features to make consumers switch brands, and since people pursue quality, there are growth opportunities for high-end products.

As for the Asia-Pacific market, the situation varies from country to country. For example, both China and India have large sales volumes for FMCG and durable goods. Consumers are most concerned about food price increases and the state of the economy, but some households have improved financially and may buy better products. Now, people care more about whether a product is "worth it," whether it's convenient, and whether it's healthy—these three points are key to growth in the Asia-Pacific market.

For brands aiming to go global, these points must be done well: the four basics of product, price, channel, and promotion; don't ignore Generation X (those born roughly between 1965-1980), as they spend a lot and are the main force in categories like alcohol and beauty; nowadays, people shop through many channels, so both online and offline need to be covered, and social platforms are also very important; brands also need to be authentic to be liked.

Finally, NIQ can help Chinese enterprises go overseas by providing a full set of services from market selection, product development, channel finding, promotion, to operations. For example, they can use data to tell you which markets are good and which products sell well, use AI to help quickly develop new products, and identify potential stores to focus on, helping companies avoid detours.

In summary, the message to Chinese enterprises is that to go overseas to the Eurasian market, you need to understand local consumers and markets, find the right approach, and you can also leverage the power of professional organizations—don't blindly copy domestic experience.