(Source: https://pltfrm.com.cn)
Introduction
As China’s digital landscape evolves rapidly, understanding local consumer behavior has become more critical than ever. This article explores the latest trends that shape consumer behavior in China and offers valuable insights for overseas brands looking to expand their presence in this competitive market.
1. The Shift to Mobile-First Shopping
1.1 Increased Mobile Engagement
- Mobile devices are central to the daily lives of Chinese consumers. With the widespread use of smartphones, over 90% of internet users in China engage with mobile apps for shopping, social networking, and entertainment.
- For overseas brands, optimizing websites and e-commerce platforms for mobile is crucial. This includes integrating payment methods like Alipay and WeChat Pay to cater to local preferences.
1.2 Mobile Social Shopping
- Social platforms such as WeChat, Douyin, and Xiaohongshu are seamlessly integrating e-commerce features, allowing users to browse, interact, and purchase without leaving the app.
- Overseas brands can capitalize on this trend by creating shareable content and offering exclusive deals through social platforms to drive mobile sales.
2. Live Streaming and Real-Time Interaction
2.1 The Popularity of Livestreaming
- Livestreaming is a dominant trend in China, with millions tuning in daily to influencers and brands promoting products in real time.
- Overseas brands can partner with local influencers or launch their own livestream events to showcase products, conduct Q&A sessions, and engage with audiences directly.
2.2 Enhancing Engagement through Interactive Content
- Brands that create interactive livestreams—where viewers can ask questions or vote on product features—tend to see higher levels of consumer engagement and trust.
- Incorporating time-limited offers or exclusive discounts during livestreams can also drive immediate purchases.
3. Personalization through AI and Big Data
3.1 AI-Driven Content Customization
- With advanced AI tools, brands can personalize content delivery based on user behavior, location, and preferences, ensuring the right message reaches the right person at the right time.
- Using AI to segment customer data allows brands to target potential buyers more precisely, driving higher conversion rates.
3.2 Predictive Analytics for Product Demand
- Predictive analytics is another key tool, helping overseas brands forecast consumer behavior and stock the right products in the right quantities.
- By leveraging big data, brands can make informed decisions on which products to promote and optimize their marketing strategies accordingly.
4. The Role of Social Commerce in China
4.1 Social Media as a Shopping Platform
- In China, platforms like WeChat and Xiaohongshu are more than just social networks—they are also integral parts of the shopping journey. Brands are increasingly integrating e-commerce functionalities directly into these social platforms.
- Overseas brands should use these platforms to build brand awareness, share product stories, and offer seamless purchasing options through integrated shops.
4.2 User-Generated Content and Community Building
- Encouraging users to share their product experiences through reviews, photos, and videos not only increases trust but also builds a strong community around the brand.
- Community-driven marketing allows brands to tap into organic growth, leveraging peer recommendations to increase sales.
Case Study: Global Apparel Brand’s Success with Livestreaming in China
A global fashion retailer entered the Chinese market by embracing live-streaming as a primary sales channel. By partnering with popular KOLs on platforms like Douyin, the brand hosted livestream events that featured product demonstrations, styling tips, and real-time shopping. During a key event, the brand generated $1 million in sales within just two hours, demonstrating the power of live, interactive commerce in China.
Conclusion
Understanding consumer behavior and adapting marketing strategies to local trends is vital for success in China. By focusing on mobile-first shopping, leveraging livestreaming, and using AI to personalize experiences, overseas brands can effectively engage with Chinese consumers and drive growth.
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!
