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Introduction
China’s online retail market is defined by speed, interactivity, and a strong focus on social proof. Overseas brands must understand the motivations, preferences, and decision-making processes of digital shoppers to succeed. Qualitative research offers actionable insights that inform product positioning, digital campaigns, and online customer engagement strategies.
1. In-Depth Consumer Interviews
1.1 Exploring Purchase Motivations
Method: Conduct interviews with consumers to understand factors driving online purchases, such as convenience, social influence, and brand trust.
Outcome: Provides insights into product positioning and campaign messaging.
1.2 Identifying Friction Points
Approach: Ask about past experiences, frustrations, and unmet needs when shopping online.
Benefit: Helps overseas brands remove obstacles in the digital journey and improve conversion rates.
2. Focus Groups for Segment Insights
2.1 Group Discussions by Demographics
Method: Target groups by age, location, and purchasing habits to uncover distinct preferences.
Insight: Reveals differing expectations for product presentation, promotions, and service.
2.2 Marketing Material Testing
Implementation: Present content, product descriptions, and promotional messaging to gauge resonance.
Result: Enables optimization of campaigns for higher engagement and sales.
3. Observational Research Across Digital Platforms
3.1 Website and App Interaction Analysis
Technique: Observe navigation paths, dwell times, and engagement with interactive features.
Impact: Guides UX improvements and content placement to drive purchase decisions.
3.2 Social Media and KOL Monitoring
Method: Track discussions, reviews, and influencer posts on platforms like Douyin and Xiaohongshu.
Benefit: Provides early insights into trends and consumer sentiment for agile strategy adjustments.
4. Case Study: European Home Appliance Brand
A European home appliance brand conducted qualitative research through interviews, focus groups, and digital observation. Insights revealed that Chinese shoppers valued livestream demonstrations and peer reviews more than standard product descriptions. By integrating livestream events and user-generated reviews into their Tmall store, the brand increased online orders by 48% and boosted repeat purchase rates by 30% within six months.
Conclusion
Understanding China’s online retail shoppers requires a combination of interviews, focus groups, and digital observation. Qualitative insights allow overseas brands to refine campaigns, optimize digital experiences, and align products with evolving consumer expectations for sustained 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!
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