(Source: https://pltfrm.com.cn)
Chinese consumers, much like other consumers worldwide, have nuanced preferences when it comes to valuing short-term discounts versus long-term value. However, there are some distinct characteristics and trends observed in the Chinese market:
1. Impulse and Festive Purchases:
During specific times, such as major shopping festivals (e.g., Singles’ Day or 11.11, Double 12, and the Lunar New Year), Chinese consumers tend to respond positively to short-term discounts and promotions. These discounts drive impulse purchases, even if the consumers hadn’t initially intended to buy.
2. Value for Money:
While short-term discounts can spark immediate interest, the Chinese consumer is also very much focused on value for money. This means they assess not just the price but also the quality, brand reputation, and the overall value proposition of a product or service.
3. Long-term Brand Loyalty:
Once trust is established with a brand, consumers in China tend to be loyal. They appreciate brands that continuously deliver high-quality products and services. In these cases, they might favor long-term value over occasional short-term discounts.
4. Influencer Recommendations:
Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) hold considerable sway in China. If they endorse the long-term value of a product or talk about the genuine worth of a product without regular discounts, their followers might prioritize long-term value based on these recommendations.
5. Distrust Over Constant Discounts:
Brands that consistently offer deep discounts might cause suspicion. Consumers could start questioning the quality and authenticity of products. In the long run, this could harm the brand’s reputation.
6. Digital Savviness:
The digital-native younger generation is adept at comparing prices, reading reviews, and hunting for the best deals online. They might be attracted to short-term discounts but will also look into the overall product quality, brand reviews, and after-sales service before making a purchase.
7. Premium and Luxury Segment:
For premium and luxury brands, long-term value takes precedence over short-term discounts. The appeal lies in the brand’s heritage, quality, and exclusivity. Offering frequent heavy discounts could dilute the brand’s image.
8. Niche Markets:
In niche markets where products or services cater to specific tastes or hobbies, consumers might prioritize long-term value, as they’re looking for specialized products not widely available.
Conclusion:
While short-term discounts can boost sales temporarily, especially during festive periods, building a strong brand image, ensuring product quality, and offering genuine long-term value are essential for sustained success in the Chinese market. It’s crucial to strike a balance between these strategies to appeal to the diverse and evolving Chinese consumer base.
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!
