We often test smart systems for different manufacturers. Depending on the area and product, consumers may enjoy or complain about the integrated smart assistant. In the following text we elaborate on different areas where smart assistants are used and consumers opinions on those smart assistants.

Back in the 90s, compared to a car a motorcycle was the cheaper option in terms of transportation. This still applies to a lot of families and individuals in the less developed cities and suburb areas of big cities in China. In this article we highlight the cultural difference considering the meaning of having a motorcycle in China and Germany.

Plastic/cosmetic surgery is no longer a rarity these days. It is still mainly women who undergo aesthetic surgery, but the demand from men is increasing. Culturally, there are some differences in which changes to the body are considered. In this article we will take a look at the booming beauty industry in China.

In our first article, we took a closer look at the car brands Audi and BMW and discussed how German and Chinese drivers perceive these cars. Now we will continue with Mercedes-Benz and Porsche and present the different points of view.

Brand perception research studies show a vivid picture of car brands as different persons. And there are clear differences in brand perception in Germany and China. For this article series we use the topic “brand image as a person” to explain the cultural, political, and economic background and further: how the brands got their image in China and Germany.

Simulation games continue to enjoy great pleasure among gaming fans. Escaping from everyday life and immersing yourself in virtual but real-life-like worlds, designing a theme park, building cities, or imitating activities you can't do in real life – that's the appeal of this type of video games. Chinese manufacturers are now using the enthusiasm for these games in different business models.

Spiegel Institut has conducted plenty of market and consumer researches for premium manufacturers all over the world. Before we go more into detail about premium products or brand image during interviews, we always ask the study participants one definition question: What does “luxury” mean to you? Here we noticed clear differences between the answers of the European and Chinese consumers.

Due to the pandemic, this year’s China Automotive Consumption Summit of the Forum, a dedicated consumer conference, was held online on March 30, 2021. As a strategic partner of CATARC, Spiegel Institut had the great honor to be the only foreign enterprise invited to deliver a speech at the Summit with the topic: Through the Eyes of the User: Automotive Trends in Europe – Consumer Perception and Customer Experience.

The pet market in China is booming. One reason for this is that there are more and more single-lived people in tier 1 and 2 cities who need a companion. The emotional need for a pet leads to the purchase of products and services in a much bigger scope. So let`s face the differences regarding pet raising between Germany and China and the major products and services on the pet market in China.

As mentioned in the previous article, Chinese will do everything they can to support their children's education, allowing them to learn all the knowledge and special skills that will help them attending a good university. So in China everyone is facing the involution. But what does it mean?