(Source: https://pltfrm.com.cn)
Locals typically discover new products through a variety of channels, and these can vary significantly based on the region and the target demographic. Focusing on China as an example, here are some of the primary ways through which locals might discover new products:
- Online Marketplaces and E-commerce Platforms: Platforms like Tmall, Taobao, JD.com, and Pinduoduo are extremely popular in China. They not only provide a platform for purchasing but also for discovering new products through recommendations, reviews, and promotions.
- Social Media and Social Commerce: Apps like WeChat, Weibo, Douyin (TikTok in China), and Xiaohongshu (Little Red Book) are integral to social life and are increasingly used for product discovery. Influencers and Key Opinion Leaders (KOLs) on these platforms play a significant role in introducing new products to their followers.
- Search Engines: Baidu, the leading search engine in China, is a common tool for researching and discovering new products and services.
- Word of Mouth and Recommendations: Recommendations from friends, family, and colleagues remain a powerful way to discover new products, especially in a culture that values social connections and trust.
- Advertising: Both online and offline advertising, including banners, billboards, and TV commercials, are effective, especially for reaching older demographics.
- Live Streaming: Live streaming platforms have become a popular medium in China for showcasing and selling products. Influencers often use these platforms to demonstrate products in real-time and interact with potential customers.
- Traditional Retail and Malls: While e-commerce is dominant, traditional retail stores, malls, and pop-up stores are still relevant, especially for certain product categories like luxury goods, where the physical shopping experience is important.
- Events and Trade Shows: Industry-specific trade shows, exhibitions, and public events can be significant for product discovery, particularly in B2B markets.
- In-Store Promotions and Demonstrations: In supermarkets and stores, product demonstrations, tastings, and promotional events can introduce customers to new products.
- Public Relations and Media Coverage: Articles, news reports, and features in magazines, newspapers, and on TV can introduce new products to a broader audience.
- Email and Direct Marketing: For specific customer segments, targeted emails and direct marketing campaigns can be effective.
- Mobile Apps and Games: In-app advertisements and integrations within popular mobile apps and games can also be a channel for product discovery.
Understanding the local market and the media consumption habits of your target audience is crucial for determining the best channels for product introduction and promotion. In China, digital and social media channels are particularly influential, but the effectiveness of each channel can vary based on factors like the product type, target demographic, and region.
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!
