(Source: https://pltfrm.com.cn)
Introduction
Overseas brands often face challenges in understanding China’s diverse consumer base. Employing practical, localized research techniques allows brands to make better-informed decisions, adapt products, and create marketing strategies that resonate with Chinese audiences. This article highlights proven methods to gain actionable consumer insights.
1. Observational Research
1.1 In-Store Observations
Method: Monitor consumer behavior in physical stores or pop-up events to understand shopping habits.
Benefit: Provides context-specific insights that reveal preferences and pain points.
1.2 Digital Behavior Tracking
Tool: Track app usage, click patterns, and online browsing behaviors to infer preferences.
Impact: Helps optimize e-commerce experiences and targeted advertising.
2. Focused Consumer Panels
2.1 Expert Panels
Approach: Engage industry experts or seasoned consumers to provide informed opinions.
Outcome: Delivers in-depth understanding of market trends and potential opportunities.
2.2 Targeted Panels
Strategy: Form panels representing different demographics to collect comparative feedback.
Advantage: Allows brands to test messaging and product concepts before wide-scale launch.
3. Leveraging Localized Digital Platforms
3.1 Mini-Programs & Apps
Practice: Deploy interactive surveys, polls, and quizzes via WeChat mini-programs.
Benefit: Engages consumers effectively while gathering real-time data.
3.2 Social Media Analytics
Tool: Analyze user-generated content to identify patterns in brand perception and preferences.
Impact: Enables brands to adjust campaigns based on authentic consumer insights.
4. Competitive & Industry Benchmarking
4.1 Product & Pricing Analysis
Method: Compare competitors’ offerings and pricing strategies in local markets.
Outcome: Helps brands position themselves effectively while identifying unique selling points.
4.2 Trend Monitoring
Tool: Track new launches, promotions, and campaigns from competitors to stay ahead.
Benefit: Provides context for market positioning and strategy refinement.
Case Study: A Korean Skincare Brand
A Korean skincare brand entering China utilized observational research, consumer panels, and social media analysis. The research revealed a strong preference for eco-friendly packaging among young urban consumers. The brand introduced a sustainable line marketed via localized mini-programs, leading to a 38% increase in online sales within three months.
Conclusion
Effective market research in China requires combining observational techniques, digital tracking, consumer panels, and competitive benchmarking. Overseas brands can use these insights to tailor strategies, improve products, and maximize engagement in a complex market environment.
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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