Daxueconsulting+馬來西亞+x+中國商業(yè)關(guān)系報告

Malaysia

x

Chinabusiness

relationsMarch

2023DAXUECONSULTING.COMCONTENT

OUTLINE1.

Netizens’

searches:

Baidu

vs.Google2.

Where

inMalaysia

are

Chinese

investing3.

Case

study:

Bubbletea

and

Chagee0305074.

Bestselling

products

fromMalaysia

onTmall5.

General

perception

ofChina1112136.

AboutDaxue

Consulting2?2022

DAXUE

CONSULTINGALLRIGHTSRESERVEDBaidusearchdata

exposes

ChineseperceptionsofMalaysiaChinesenetizensare

interestedin

Malaysia’stourism,education,andethnic.Associated

wordsonBaidu

Index*Associated

wordsonBaidu

Index*Suggested

topics

onBaidu

Search^Suggested

wordsonBaidu

Search^*The

associatedwords

relatedtothe

nameofthecountry^The

suggestedtopicsaftertypingthenameofthecountryinthe

search

barSource:

Baidu

&Baidu

Index,2022.3?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDChinesenetizenswereenthusiastic

aboutMalaysia’s

politicsChinese

netizens’search

frequency

of“Malaysia/馬來西亞”

onBaiduPrimeMinisterTun

Mahathir

wassworn

in

as

thenew

prime

minister.PrimeministerTunMahathir

resigned.Pelosi

arrived

inKualaLumpur.Muhyiddin

delivered

areport

on

the

"NationalRecovery

Plan“.Source:

BaiduIndexMalaysian

netizens’search

frequency

of“China”

onGooglePelosi

arrived

in

Malaysiaas

tensions

rose

over

thepossibilityofTaiwan’svisit.Malaysia

confirms

the

first

citizeninfectedwithCOVID-19

virus.Malaysia

accused

China

ofbreaching

airspace.Source:

GoogleTrendsTimeframe:

Jun

2017

–Dec

2022?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDNote:

Google’simprovement

indata

collection

system4Where

inMalaysiaare

Chineseinvesting?

(1/2)Popularareas

areconcentrated

around

Kuala

LumpurandPeninsula

Malaysia.KUALA

LUMPUR—The

capital

of

Malaysia

&

the

political,

economic

andcultural

center

of

Malaysia:

Kuala

Lumpur

is

one

of

the

most

cosmopolitancities

in

Southeast

Asia

and

one

of

Southeast

Asia's

financial

centers.

KualaLumpur's

tourism

and

cultural

and

entertainment

industries

are

also

attractingmore

touristsand

foreign

investors.PenangDamansaraHeightsKLCCKuala

LumpurBangsarSelangorBANGSAR—The

expats’

neighborhood:

It

has

excellent

infrastructure,

a

wealthof

educational

resources

and

newer

medical

facilities.

Bangsar

has

a

widerange

of

bars

and

high-end

restaurants,

which

makes

it

one

of

the

popularplacestolivefor

expats.DAMANSARA

HEIGHTS—“The

Beverly

Hills

of

Kuala

Lumpur”:

It

is

ranked

asone

of

the

most

expensive

housing

areas

in

Malaysia.

The

area

has

convenienttransportation,

close

proximity

to

premium

shopping

centers,

and

amenitiessuchasplazas,parks,and

country

clubs.Image

source:Unsplash,

Esmonde

Yong,

2020Source:

JuwaiA

viewofthe

PetronasTower,KualaLumpur5?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDWhere

inMalaysiaare

Chineseinvesting?

(2/2)Chineseinvestorsalso

investedinwell-established

states

suchasSelangorandPenangKUALA

LUMPUR

CITY

CENTRE—The

cosmopolitan

of

Malaysia:

The

famousTwin

Towers,

the

International

Convention

and

Exhibition

Center,

the

NationalGallery,

the

National

Museum,

and

other

important

facilities

are

all

located

here,as

well

as

an

international

Islamic

university.

There

are

also

many

shoppingmalls,luxuryhotels,

mansions

and

corporate

headquarters

in

the

area.Imagesource:Unsplash,

Wan

San

Yip,

2020PENANG—The

Pearl

of

The

Orient:

Penang

has

a

wealth

of

tourism

resources.Penang

is

not

only

known

for

its

multicultural

and

harmonious

development,

butalso

for

its

reputation

as

the

"electronics

manufacturing

base".

The

city

is

highlyurbanized

and

industrialized.A

viewofPenang

IslandSELANGOR—The

richest

state

in

Malaysia:

The

region‘s

main

economicactivities

are

in

the

service,

manufacturing

and

construction

sectors.

Selangor

ishome

tomajor

industrial

areas,

and

it

hasthe

busiest

port

in

Malaysia,

Port

Klang.Image

source:Unsplash,

Dave

Yap,

2022A

viewofPort

KlangSource:

Juwai6?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDMalaysianconsumers

are

avidtea

drinkersAccording

toGrab’sFood

TrendsReport2020/2021

in

Malaysia,

teaand

bubble

teaare

in

thetop10food

categoriesthat

aremostsearched

on

GrabFood.The

tropical

climate

and

preference

of

Malaysianconsumers

boosted

the

salesof

tea

drinks3cups

ofbubbleteapermonthOn

average,

eachMalaysiandrinksDINNER18:00

–19:00SUPPER22:00

–05:00BREAKFAST09:00

–10:00LUNCH12:00

–13:00TEATIME14:00

–17:00Milk

teasespeciallyduring

teatime.An

average

of

4brown

sugar

milkteas

were

orderedevery

minute

duringthis

period.arepopular??ThemealwhichTeh

tarik

and

royalmilk

tea

are

the

topitems

ordered

forsupper.???Malaysians

like

to

starttheirdaywith

coffee

&tea.??The

second

highestconsumption

time

ascompared

with

othermealtimes.Brown

sugar

milk

teaand

tea

are

popularfor

lunch.??people

usually

spendthe

mostbudget

on.Brown

sugar

pearlmilk

tea

and

teh

tarikaredinner.Coffee&tea

ordersincreased

by

6.2x

in2020.Tea

and

teh

Tarik

(milktea)

are

among

the

toppopularforitemsorderedforbreakfast.Source:

GrabFood

(2021)7?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDCase

Study:CHAGEE

霸王茶姬

(1/2)Chageeisoneofthemostpopular

Chinesetea-based

drinksbrandsinMalaysia.2017APremium

teabeverage,

霸王茶姬,wasfounded

inNovember,

inYunnan.202120222019?

Malaysiabranches

officiallychangedthe

logoand

brandname

toCHAGEE霸王茶姬

onApril

2.霸王茶姬

enteredMalaysiaonAugust10,

opening

itsfirststorein

PetalingJaya.AsofNovember,霸王茶姬

has28storesin

Malaysia.?

DatukLee

ChongWei,

Malaysia’sformer

badminton

silvermedalist,

became

the

brand

ambassador

for

CHAGEE.70%

arelocated

nearbigAverage

monthlyturnover

ofnames

suchasStarbucksand

McDonald's300,000STORESCNY(US$44,222)Theflagshipstoresold“Malaysia’sQueuing

King”35,000CUPS

INONE

DAY3,000+PERSON/DAYSource:

Jiemian,Chagee,

Baidu,

NewStraitsTimes8?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDCase

Study:CHAGEE

霸王茶姬

(2/2)CHAGEE’s

successinMalaysia

isdueto

itsbrandingstrategy

andabilitytochangeconsumers’

behavior.Teais

an

important

partof

Malaysians’culture.Thecountry’steamarket

is

expected

to

reach

US$2.75

billion

in2025,

aCAGR

of

5.54%

peryearfor

the

period

2020-2025.Source:

Williams&Marshall

Strategy

(2020)??CHAGEEcollaborated

withRoyal

Selangor,

anationalpewter

manufacturer

and

retailer,

tolauncha

craftedcupand

managed

to

sell3,000units.Thecupfromthecollaboration

withRoyalSelangorTheNationalDay

LimitedEditioncupItalsolaunchedthe

“National

Day”limited

editioncupduring

the

NationalDayofMalaysiawherepeople

candoodle

onit.BRANDINGBEHAVIOR??Malaysianconsumersaremore

attractedto

productsthathavehigh-quality

and

health

benefits.CHAGEEmanaged

toassociatethe

brand

with“healthy

milktea”among

localconsumers.

Its“freshmilktea”seriesispopular,

accountingfor60%

ofthe

totalsales.?Malaysiansalsoprefer

functional

botanical

blends1

and

singleestate

artisanal

teas2.Thus,CHAGEEsourceditsmain

raw

materials

from

more

than

10countries

and

regions.

Theyalsooffer

a

variety

ofseriessopeople

canexperience

different

flavors.1

Teausingherbs/fruitsthat

have

health

benefits.2

Tealeaves

that

are

harvestedfromoneestate,

notblended.

Focusesonaspecifictasteand

flavor

whichisdependentonthe

locationoftheestate.Source:

Jiemian,Williams&Marshall

Strategy9?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDSearch

trendsofCHAGEE

霸王茶姬

onGoogle

inMalaysiaBadmintonlegendLee

ChongWeiwasannounced

as

theambassador

ofCHAGEE.Timeframe:Jun2017

–Dec2022Related

queriesMilk

teas

such

as

OsmanthusOolong

Milk

Tea

and

GlutinousRice

Milk

Tea

are

among

thefeatureddrinks

inMalaysia.ChageeMenuChageeoutletsSource:

GoogleTrends,ChageeNote:

Google’simprovement

indata

collection

system10?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDBest

selling

productsfromMalaysiaonTmall(Excludingtourism)MIAOW

MIAOWJULIE’S

LE-MOND

PUFFSANDWICH

CHEDDARMICOSQUID

FLAVORED

CRACKERSCHEESE

CREAM

CRACKERSCREAM

SANDWICHBISCUITSPrice:

CNY19.90(US$2.93)Monthly

sales:20,000+Reviews:70,000+Price:

CNY9.90–37.90

(US$1.46–5.58)Monthly

sales:10,000+Price:

CNY29.90(US$4.40)Monthly

sales:200+Reviews:300+Reviews:2,000+Popularity

due

to:

Strongcheeseflavor,

nottoosweet

orgreasy,lightlysalted,trustworthy

food

qualityPopularity

due

to:

Inexpensive,convenient

independent

packaging,suitablefor

childrenPopularity

due

to:

Crispy,very

tasty,good-looking

packagingSource:

Tmall,

202211?2023

DAXUE

CONSULTINGALLRIGHTSRESERVEDWhatdoMalaysians

think

aboutChina?Chineseinvestmentindigitaleconomy

and

high-tech

sectors

are

favoredbyMalaysians.??Ingeneral,

mostMalaysianshave

aneutral

viewofChinaand

apositive

viewofChineseinvestments.However,

different

ethnicities

have

varying

degrees

offavorability.

MalaysiansofChinese

ethnicity

have

amore

positiveview

ofChina.MALAYSIASources:World

Applied

Science

Journal,

China

DailyMostMalaysians

welcome

Chinese

FDIs

but

would

jointhe

Belt

and

RoadInitiative

(BRI)

withextra

cautionMalaysians’

perception

towardsChina

(2022)Perception

ofMalaysianstowards

ChineseMalaysians’

viewtowards

BRIprojects

(2022)investment

(2022)ParticipateactivelyNot

ParticipateParticipatecarefully39%45%12%Positive71%46%Source:

MerdekaCenter

(1,204

respondents)In

2022,

39%

of

Malaysians

surveyed

havefavorable

view

of

China,

which

showed

a

3%increasefrom

the

previous

poll

in

2016.14%Negative19%6%Source:

MerdekaCenter

(1,204

respondents)12?2023

DAXUE

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