Chinese consumers are known for their meticulous approach to product research before making a purchase. Their research process is influenced by a mix of cultural, technological, and platform-specific factors. When it comes to purchasing products on TikTok (known as Douyin in China), here’s a general overview of how they research:
1. User Reviews and Comments: Chinese consumers often go through user comments and reviews under product-related videos. They look for real user experiences, potential issues, and after-sales service feedback.
2. KOL & Influencer Recommendations: Key Opinion Leaders (KOLs) hold significant sway in China. If a trusted KOL or influencer recommends a product, it can significantly influence consumer buying decisions.
3. Comparison Videos: Many content creators on TikTok/Douyin make comparison videos, showcasing and comparing various products to help viewers make informed decisions.
4. External Platforms and Websites: Beyond TikTok/Douyin, consumers might visit e-commerce platforms like Tmall, JD.com, and Taobao to read detailed product specifications, reviews, and Q&A sections.
5. Q&A Features: Some brands actively use the Q&A feature on TikTok/Douyin to answer queries. Consumers often go through these to get clarity about the products.
6. Social Media Discussions: WeChat groups, Weibo posts, and specialized forums like Zhihu (China’s Quora) provide platforms for users to discuss and seek recommendations on products.
7. User-generated Content: Consumers appreciate content from everyday users sharing their personal experiences with the product. Such content is perceived as more genuine and less promotional.
8. Offline Insights: Even in the digital age, word-of-mouth from friends, family, and colleagues still holds weight. Some users may ask around or check products in offline stores before making a purchase online.
9. Brands’ Official Accounts: Consumers might visit the official account/page of a brand on TikTok/Douyin or other platforms to see if there are more product details, tutorials, or usage demonstrations available.
10. Authenticity Checks: Given concerns about counterfeit products, many Chinese consumers look for authenticity certificates, guarantees, or other indicators that assure the product’s genuineness.
11. Customer Service Interaction: Potential buyers might interact with the brand’s customer service on TikTok/Douyin or other platforms to get more details or address any concerns before making a purchase.
12. Previous Purchase Experience: If they’ve bought from the brand before and had a positive experience, they’re more likely to buy again without extensive research.
For brands aiming to succeed on TikTok/Douyin, it’s crucial to understand and facilitate this research process. Ensuring positive user reviews, collaborating with trusted KOLs, being responsive to queries, and ensuring a presence across various online platforms can help in instilling confidence in potential buyers.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
