Market Data

We maintain one of the largest spatial databases for
business use in markets throughout Asia.

What do we do?

We create value-added demographic and business point data for use in China, India, and Southeast Asia.

Through proprietary modeling, we create 1KM² - 500M² grids that define different demographic segments of a market. This can be compared to, but not the same as, a block group in the United States. We also maintain a brand tracking database that captures location and business attributes associated with that point data.

How can you benefit?

Your organization can use this data to drive a new, more effective approach to market planning in Asia.

Your sales, marketing, and expansion teams can capitalize on better area targeting, effective validation based on potential, and an enhanced understanding of the market environment. This data can be used with your BI tools, we can provide a consulting output, or you can make sense of it through our software Kiwi™.

Demographic Segmentation

A standardized market segmentation system to understand target consumers and market potential.

If you’ve used demographic segmentation products like nielsen’s PRIZM or ESRI’s Tapestry, then you are familiar with what you can accomplish in understanding who your customers are, their behavior patterns, and how to locate them. With getchee’s consumer segmentation data, you can accomplish many of the same goals.

Since government and census data tends to be much less rich in Asia compared to the United States and Europe, getchee relies on methodology to create granular subsets (1KM² - 500M² grids) from very generalized published records.

By doing this we’ve built a standardized market segmentation system across geographies in Asia. With it you can better understand where your target consumers are, identify areas of wealth, and more effectively understand transient populations.

Grid Segmentation — Governments typically provide demographic information at sparse intervals, and at very high levels. For example, there was a 10 year gap between China’s 2000 and 2010 censuses, and the most granular unit collected was to a city county level.

Our core value is our methodology and techniques for creating smaller, more granular units of measurement that can be used by strategic planners more effectively.

: Total population in Taipei, Taiwan.

Grid Density — We use a color-coded system to show ranges of demographic density over digital maps. This is useful to quickly understand the distribution of market segments. With this method we can show a distribution of total population, working population, household number, affluent populations, and age.

In many of our engagements with our clients, we create customized distribution densities based on their business and target customer requirements.

: Working population in Shanghai, China.

Focus Markets in Asia

Asia Pacific
China, Indonesia, Korea, Malaysia, Philippines, Singapore, Taiwan, Thailand.
India & The Middle East
India, Turkey, United Arab Emirates.

Basic Layers

Gross Regional Product (GRP)
Total Population
Total Male Population
Total Female Population

Advanced Layers

Age & Sex Distribution
Total Household Number
Total Working Population
Wealth Segmentation

* Data may vary per geography.

Wealth Segmentation — Need to know the distribution of wealth across a city, region, or country? We model the distribution of wealth across geographies in Asia. This data gets consumed by retail and banking clients that need to understand how to better adjust their product and brand positioning in these markets. Ask us about the different kinds of wealth and affluent segments we have available in China, India, and Southeast Asia.

: Wealth distribution in Beijing, China.

: Wealth distribution in Jakarta, Indonesia.

Retail Use — What product assortment do you feature at your retail locations? How do you develop a pricing strategy that suits the market? By understanding your markets in terms of wealth, you can better conduct sales, marketing, and expansion planning.

Banking Use — Which bank branches should have premium services? Which branches should cater to the upper, middle, and lower classes? These questions can be better answered through the analysis of a wealth segment.

Points of Interest

We track and maintain thousands of geo-coded point data we call POI. These are critical for the understanding and evaluation of the market environment in terms gross and net market potential.

Geo-Coded Points — We use different techniques including web scraping, field surveys, 3^rd party vendors, and crowd sourcing to collect POIs in different categories. These categories can be broken down into accessibility, business, lifestyle, residential, and tourist point data.

Need to know where all of the banks and ATM locations are in Bangkok?

Need to find all the major sports apparel brand retail locations in China?

: Fast food restaurants in Dalian, China.

Location Attributes — In many cases we collect more than just a latitude and longitude for our POI data. We collect critical information needed to conduct intelligent business and strategic analyses including, but not limited to, brand name, address, phone number, format, and size.

In China, for example, we have nearly every shopping mall in the top 50 cities mapped to a point. For most of these locations we can tell you the size, brand assortment, class definition, and the number of parking lots.

: ATM locations in Bangkok, Thailand.

Competitor Locations — In most cases we likely have a large majority of your competitor locations mapped to a point with business attributes. Gaining access to this information is easy through raw data, a consulting output, or our web-based tool that allows you to visually see your locations in relation to your competitors.

Whether you are looking to expand your retail footprint, or better market to your target audience, you need to have a good understanding of where your competitors are in relation to your store network.

: Shopping centers in Shanghai, China.

Brand Tracking — We track business locations and attributes in different categories throughout Asia.

Besides tracking base map, infrastructure, and government related point data, we follow major brands in the categories seen here. So for example, if you need to know where all of the McDonald‘s, KFC, and Pizza Hut locations are in China, this information would be readily available. Perhaps you need to know where all of the Nike locations are, including inside of shopping centers and malls, this information would also be available.

Brand Synergies — By analyzing your store locations and performance data in relation to business POI, you can discover synergies that mesh well with your brand.

Service Area Overlap (Cannibalization) — Through a GIS analysis of your competitor locations, you can better understand how they impact the performance of your stores.

Contact our team for specifics on what brands we track throughout Asia.

POI Category	Brands
Apparel & Clothing	30
Coffee Shop	7
Donut	4
Electric Retailer	7
Furniture	5
Hotel	227
Luxury	41
Personal Care	7
QSR & Restaurant	10
Shopping Mall	2142
Supermarket	34

China POI brand tracking categories.

Heat Maps

This is a different way to view data on a map; you can visually see information in relation to geography.

There are many different kinds of heat maps, but all of them share the same principle in understanding the density of a data set in relation to its geographic environment.

We produce standardized heat maps for geographies we support in Asia. These are useful for quickly understanding new markets in terms of where people live, work, and shop.

Accessibility — We use an aggregation of transportation infrastructure such as subway stations, bus stops, and train stations.

Business — We use an aggregation of business point data such as banks, registered business addresses, and office buildings.

Lifestyle — We use an aggregation of retailers such as coffee shops, malls, restaurants, and shopping centers.

Residential — We use an aggregation of common points such as supermarkets, convenience stores, and video rental locations.

Competitor Intensity — Using heat maps you can visually see and understand the distribution of your competitors across geographies. You don’t need a complex analysis to understand the output.

: Competitor heat map in Mumbai, India.

Industry Intensity — See how business locations of different industry types are distributed across geographies. How does this relate to your business? Are you in the right locations to capture potential?

: QSR intensity in Shanghai, China.

Market Potential — We can customize a market potential heat map for your business based on your target consumers, key competitors, synergistic POI, and other market related factors.

: Market potential in Seoul, Korea.