(Source: https://pltfrm.com.cn)
Introduction
China’s beauty industry is experiencing rapid growth, driven by evolving consumer expectations, digital innovation, and a strong focus on personalization. For overseas brands, success depends on understanding local preferences and behavior through qualitative research. This article explores actionable strategies to help brands connect with Chinese consumers and stay ahead of trends.
1. Consumer Segmentation & Insights
1.1 Demographic Profiling
Method: Analyze age, income, lifestyle, and skin concerns to identify high-potential consumer groups.
Action: Conduct interviews and social listening to understand regional and urban-rural differences.
1.2 Psychographic Understanding
Technique: Explore motivations such as wellness, self-expression, or social media influence.
Outcome: Helps brands craft messaging that resonates emotionally with their target audience.
2. Product Development & Customization
2.1 Formula & Texture Preferences
Insight: Chinese consumers often favor lightweight, non-greasy formulas with multifunctional benefits.
Implementation: Use focus groups to evaluate product textures, scents, and effects.
2.2 Packaging & Aesthetics
Approach: Align packaging design with local aesthetics and aspirational values.
Benefit: Boosts shelf appeal and social media shareability.
3. Digital Engagement Strategies
3.1 Social Media Listening
Method: Monitor discussions on platforms such as Xiaohongshu and Douyin to identify emerging trends.
Benefit: Captures authentic consumer opinions and unmet needs.
3.2 Influencer & KOL Collaborations
Strategy: Partner with trusted influencers for product demonstrations and tutorials.
Impact: Enhances credibility and drives engagement with younger demographics.
4. Brand Storytelling & Emotional Connection
4.1 Cultural Relevance
Approach: Integrate local traditions, festivals, and beauty rituals into marketing narratives.
Effect: Builds deeper consumer trust and brand resonance.
4.2 Personalization & Experience
Implementation: Offer customized recommendations through online quizzes, apps, or consultations.
Result: Strengthens loyalty and encourages repeat purchases.
Case Study: Korean Skincare Brand
A Korean skincare brand entering China used in-depth interviews and focus groups to explore consumer preferences for hydration, anti-aging, and sun protection. They adapted their formula and packaging while launching Xiaohongshu campaigns featuring local influencers. Within three months, the brand achieved a 35% increase in engagement and a 25% boost in online sales.
Conclusion
Qualitative research is essential for overseas beauty brands seeking to understand Chinese consumers. By analyzing behavior, preferences, and cultural trends, brands can refine products, optimize marketing, and enhance consumer loyalty.
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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