News Release
FOR IMMEDIATE RELEASE
A database capturing the lifestyles of 10,000 people in three major Chinese cities

Announcing the launch of Chinese Brand Data Bank (bdb CHINA)
August 3, 2010
MACROMILL, INC.
(Code No.: 3730, First Section of Tokyo Stock Exchange)
Brand Data Bank, Inc. (Head Office: Minato-ku, Tokyo; Chairman and President: Masanobu Takeda; “BDB”), a
subsidiary of Macromill, Inc. (Head Office: Minato-ku, Tokyo; Chairman and President: Tetsuya Sugimoto;“Macromill”) has, together with Strategic Decision Initiative, Inc. (Head Office: Minato-ku, Tokyo; Chairman andPresident: Kazuki Moribe; “SDI”) have jointly conducted a lifestyle survey of 10,000 residents of three major Chinese
cities to create a new service known as bdb CHINA (Chinese Brand Data Bank) (*1). This new service will complement
the Brand Data Bank database covering the possessions and preferences of 30,000 Japanese consumers that BDB has
provided for some time.
As well as the Chinese Brand Data Bank (bdb CHINA) database service that will make it possible to decipher thevarious product brands and preferences of Chinese residents, BDB has also announced that it will start providing the“dbd CHINA Mill” follow-up survey service from August 3.
 What is bdb CHINA (Chinese Brand Data Bank)?
The Chinese Brand Data Bank (bdb CHINA) service that BDB is launching is an ASP database service that makes it
easy to perform analyses relating to the possessions and preferences of Chinese consumers via the Internet. This service
provides Japanese companies with a database relating to the possessions, preferences and values of Chinese consumers
covering about 100 items, based on biannual large-scale surveys of 10,000 residents of three major Chinese cities(Beijing, Shanghai and Guangzhou).
Not only does the bdb CHINA service make it possible to gain a comprehensive understanding of the brands that
Chinese consumers often purchase (such as food products, cosmetics, and daily necessities), the brands that they own(such as home electrical appliances and automobiles), and the media, banking and insurance services that they often use,
it can also be used for data comparisons with the Japanese Brand Data Bank. For example, by comparing thepossessions and values of women in their twenties in both Shanghai and Tokyo, the preferences and characteristics ofChinese consumers can be clarified in greater detail, which can be useful for formulating better marketing strategies for
local markets.
The survey of 10,000 Chinese consumers for bdb CHINA was conducted via the Internet between March 2010 and May
2010 in conjunction with SDI, which has expertise and achievements in market research and marketing in China. The
Profile service, which creates reports using dbd CHINA data will also be provided in cooperation with SDI.
Service lineup for the “bdb CHINA” Chinese Brand Data Bank
Service

Summary
An ASP service that makes it possible to view and analyze a database
bdb CHINA
relating to the possessions and preferences of 10,000 Chinese consumers via
database service
the webbdb CHINA Mill A follow-up survey service that extracts a certain target from the 10,000 bdb
follow-up survey CHINA panelists and uses questionnaires to question them regarding more
servicedetailed items
A reporting service that uses the bdb CHINA database to perform profile
User profiles
analysis for Chinese consumers targeted by marketing activities, such as theusers of particular brands
Raw data provision Raw data from the bdb CHINA regular surveys, provided in different genres

Fees
Initial fee of ¥200,000 and amonthly fee of ¥300,000* Contracts in six-month units
Starting from a minimum fee of¥360,000 (for 10 questions and200 samples)
Starting from ¥500,000 per
profile10 genres, starting from ¥450,000

Following the supercharged consumption taking place in China of late, Japanese companies have an increased need tostrengthen their marketing strategies in China, by gaining a more detailed understanding of the needs of Chinese
consumers, and of current living conditions. By selling the data from the bdb CHINA database (Chinese Brand Data
Bank) and strengthening the provision of analytical services using this database, Macromill and BDB will continue tosupport the marketing activities of Japanese companies, both those that have already entered the Chinese market andthose that are planning to do so in the future.
*1: bdb CHINA (Chinese Brand Data Bank) is a service that has been jointly developed by BDB and SDI.
Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release
Service details
 Main functions and utilization scenarios
for the bdb CHINA database of the brand ownership of
10,000 Chinese consumers
bdb CHINA is an ASP database service that makes it possible to analyze theliving conditions of Chinese consumers from a variety of angles via theInternet. The information in the database covers a wide range of goods andservices owned and used by Chinese consumers, so that it can be used toanalyze and understand the consumption and preferences of people living in
the three major Chinese cities (Beijing, Shanghai, and Guangzhou) from avariety of angles, by asking questions such as “What kind of clothes do
Chinese people who own a certain kind of car wear? And what kind of media
do they come into contact with?”
Basic service functions

Main genres
 Products: cosmetics, clothing, foodproducts, beverages, computers, homeelectrical appliances, automobiles, etc.
 Media: TV stations, magazines,
websites, blogs, artists, celebrities, etc.
 Services: banking, various types of
insurance, etc.
 Other: Company images, public
transport patronage, family structure,interests, hobbies, etc.
More than 100 items in total

Market ranking

Demographic views

The brand ownership status and preferences of Chinese consumers
can be checked in a ranking format for each genre. It is also possible
to precisely specify the target sample, such as “people living alone in
Beijing,” as well as filtering by age, sex, occupation, etc.

This function visually displays the demographic data (attributes) for
the group that owns or habitually uses a particular brand. As well asbasic attributes such as age, sex, occupation and income, thisfunction also enables users to gain an understanding of details suchas family structure, residential area, and hobbies and interests.

Comparison

Brand user positioning

This function is for performing comparison analyses of the featuresof a particular group in a ranking format. For example, this function
makes it possible to analyze features such as which fashion
magazines Uniqlo owners read regularly as compared to the fullsample of 10,000 Chinese consumers.

This function makes is possible to make visual comparisons between
groups, in terms of properties such as “average age,” “male/female
ratio,” “household income.” For example, the difference between
household income for males working in Guangzhou and Beijing canbe understood at a glance.

Other functions available include a “Media gauge” (which indicates differences between groups in terms of the level oftrust that they have towards different types of media, such as television commercials, newspaper advertisements, and soon) and a “Value gauge” (which indicates values regarding consumption, such as “When a new product is released I
have to check the latest information about it”). These functions can be used to derive features such as “what kind ofvalues do people living in China have?” and “what kind of media are they compatible with?”

Fees for using the bdb CHINA database
Initial fee: ¥200,000 (only for the initial contract); Monthly usage fee: ¥300,000 (excluding tax)
* A six-month contract (extendable for periods of six months at a time) is required to use the bdb CHINA database.
Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release Summary of the “bdb CHINA Mill” follow-up survey service
The “bdb CHINA Mill” service makes it possible to conduct follow-up surveys targeting the 10,000 bdb CHINA
panelists. Having use the bdb CHINA database to gain an understanding of the specific possessions, media preferences
and so on for users of a particular brand, additional data can be acquired by conducting a follow up study to ask about
each brand user’s purchasing reasons, purchasing frequency, product satisfaction, and so on.

Fees for using bdb CHINA Mill
Follow-up survey fees start from ¥360,000 (excluding tax) for 10 questions and a sample of 200 panelists* Fees for follow-up surveys vary depending on the sample size and the number of questions. Please contact Brand Data
Bank for more information.
 Summary of the user profile service
User profiles are produced in conjunction with SDI, which has expertise and achievements in marketing and market
research in China, and are delivered as reports. Various target settings can be made depending on the issue that thecompany requesting the profile is trying to address, such as profiles of users that use the company’s products, users ofcompetitors” products, potential customer segments, and so on.
Reports bring together materials that make it possible toget a picture of the target consumers and their lifestyles,
including basic data such as “demographic values” and“possession and preference data” and also moresophisticated information such as “response rate” (whichindicates consumption intentions for each genre of
products), “EP analysis*” (which analyzes consumption
inclinations based a customized program), and “charactersketches” (which draw a sketch of users based on actual
brands).
* “EP” is an abbreviation for “Emotional Program.”
Refer to the following website for more information.
URL：www.emotional-program.com/about/* The profile above is a sample from the Japanese bdb database.

Fees for using user profiles
Fees start from ¥500,000 per profile* Separate quotes will be given for profile comparisons involving multiple brands, or user profiles that require
follow-up surveys.
* Profiles are delivered between two weeks and month after the order is received. Contact BDB for details.

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release
Profile of Brand Data Base, Inc.
Brand Data Base, Inc. is a wholly owned subsidiary of Macromill, Inc. Brand Data Base provides consulting services
that make full use of marketing methodologies such as profile creation, time-series analysis, value clusters and text
mining. These services are centered on the provision of the Brand Data Bank marketing tool that enables data about
more than 10,000 brands in about 130 genres based on surveys of 30,000 Japanese consumers to be analyzed from avariety of angles, and the bdb CHINA Chinese Brand Data Bank database that has been created based on surveys of
10,000 Chinese consumers.
Company name:Head office:Website:Established:
Capital:Representative:
Employees:
Business
operations:■ Brand Data Base, Inc.
■ 11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo, 〒108-0075■ www.branddatabank.com■ September, 2001
■ ¥27 million■ Masanobu Takeda, Chairman and President■ 9 *As of the end of June 2010
■ 1) Providing ASP-type marketing services that enable a database of the possessions andpreferences of 30,000 Japanese consumers to be viewed on the web
2) Providing ASP-type marketing services that enable a database of the possessions andpreferences of 10,000 Chinese consumers to be viewed on the web
3) Providing consulting services centered on data analysis, such as profile creation andtime-series analysis

Profile of Strategic Decision Initiative, Inc.
Strategic Decision Initiative, Inc. is a research company that provides various services that have been specialized for
emerging markets, particularly China. SDI provides consulting services relating to mergers and acquisitions andassisting Japanese companies to establish local subsidiaries overseas, including research projects to clarify the state ofmarkets, marketing projects to support subsequent local sales, and government relations.
Company name:Head office:Website:Established:
Capital:Representative:
Employees:
Business
operations:■ Strategic Decision Initiative, Inc.
■ 6F NB Mita Building, 3-14-4 Shiba, Minato-ku, Tokyo 〒105-0014■ www.sdigrp.com■ March 2007 *The predecessor organization, SDI Hong Kong, was established on July 12, 2002
■ ¥163.75 million■ Kuzuki Moribe, Representative Director■ 17 *As of the end of June 2010
■ 1) Research projects2) Consulting projects
3) Marketing projects
specialized for emerging economies

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com

News Release
Profile of Macromill, Inc.
Macromill, Inc. is a leading company in the field of net research, market research services that utilize the Internet.
Macromill provides a variety of marketing research services targeting consumers in Japan and overseas, to assist
companies with their marketing activities, such as developing products and improving services.
Company name:Head office:Website:Established:
Capital:Listed exchange
Representative:
Employees:
Groupcompanies
Business
operations:■ Macromill, Inc.
■ 11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo 〒108-0075■ www.macromill.com■ January 31, 2000
■ ¥1,597.85 million *As of June 1, 2010
■ First Section of the Tokyo Stock Exchange (code no.: 3730)■ Tetsuya Sugimoto, Representative Director and Chairman■ 298 *As of the end of June 2010
■ Brand Data Bank, Inc.
Macromill Warp, Inc.
Macromill Korea, Inc. (Korea)■ 1) Market research utilizing the Internet (net research)
2) Market research utilizing mobile telephones (mobile research)
3) Market research targeting consumers in countries around the world (global research)
4) Consumer purchasing pattern surveys and provision of purchasing pattern data (QPR™)
5) Provision of the AIRs ASP system specialized for net research
6) Research planning, design, tallying and analysis services7) Other research services (such as qualitative surveys) and marketing-related consulting work

－Contact information for inquiries about this release－
Inquiries relating to the content of this release
Macromill, Inc. spokesperson: Ono
11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo 〒108-0075
TEL: +81-3-6716-0700 E-mail: press@macromill.com
Applications and inquiries regarding the use of the dbd CHINA service
Brand Data Bank, Inc. spokesperson: Yokota
11F Shinagawa East One Tower, 2-16-1 Konan, Minato-ku, Tokyo 〒108-0075
TEL: +81-3-6716-0715 E-mail: info@branddatabank.com

Inquiries relating to this release: Ono, Spokesperson, Public Relations Group, Corporate Governance Division, Macromill, Inc.
TEL: +81-3-6716-0707 press@macromill.com