(Source: https://pltfrm.com.cn)
Introduction
In a crowded and competitive market like China, knowing your audience is the ultimate advantage. Consumer behavior research gives overseas brands the edge to localize not only their products—but their purpose. In this article, we explore the essential research areas global brands are focusing on to launch and grow in China.
1. Purchase Pathway Understanding
1.1 Discovery-to-Decision Mapping
Chinese consumers often discover products on Xiaohongshu, validate them on WeChat, and buy on Tmall or JD.
Execution: Use diary studies or behavioral tracking to map each step of the journey per platform.
1.2 Offline-Online Crossovers
Consumers might test products in stores or KOL livestreams before completing a purchase on their phone later.
Tip: Track path-to-purchase across touchpoints to ensure seamless messaging and promotional logic.
2. Trust Signals and Risk Reduction
2.1 What Builds Trust?
In China, imported brands must prove legitimacy. Certifications, packaging language, and post-purchase support influence trust.
Strategy: Test which trust signals—e.g., video testimonials, QR traceability, clean labeling—matter most to your category.
2.2 Managing Expectations
Product returns or complaints often stem from mismatched expectations. Research into category norms can help avoid this.
Advice: Benchmark your offer, claims, and pricing with top domestic players in the space.
3. Lifestyle Shifts Driving Category Growth
3.1 Emerging Needs
Post-COVID, there’s more interest in wellness, self-care, and at-home convenience. Brands that address evolving needs win.
Tactic: Use need-state mapping to identify which emotional or functional need your product solves in today’s China.
3.2 Value-for-Money Expectations
Consumers don’t just want affordable—they want smart trade-offs. What you remove (e.g., additives, wasteful packaging) also matters.
Pro Tip: Test perceptions of value with small focus groups across Tier 1 and Tier 3 cities.
4. Experimentation and Real-Time Feedback
4.1 Social Commerce Testing
Run live polls, flash sales, or KOC reviews to test reactions in real time.
Execution: Use Douyin or WeChat groups as beta-test environments before a full launch.
4.2 Always-On Listening
Set up review trackers and social monitoring dashboards to feed daily learnings into your content and product iterations.
Tip: Local teams should meet weekly to act on sentiment, not just report it.
Case Study: A U.S. Meal Kit Brand Adapts to Local Preferences
A U.S. DTC food brand used in-depth behavior mapping and discovered that Chinese consumers preferred meal kits that required fewer cooking steps—but looked “chef-like” when plated.
The brand launched with simplified prep and luxury packaging cues. Within two months, they exceeded their sales target by 160% and entered talks with offline retail partners in China.
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!
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