(Source: https://pltfrm.com.cn)
Introduction
For overseas brands, emotional connections with consumers are a cornerstone of market success in China. Brands that resonate on a personal level often outperform competitors, even if their products are not the most affordable. Understanding consumer perceptions allows brands to craft campaigns and experiences that build trust, admiration, and long-term loyalty.
1. Identifying Key Drivers of Affinity
1.1 Consumer Motivations
Method: Use qualitative research to uncover what influences brand preference, from quality to storytelling.
Outcome: Enables brands to emphasize features that truly matter to Chinese consumers.
1.2 Brand Personality Alignment
Approach: Evaluate whether your brand’s personality aligns with target audience values and lifestyle.
Impact: Strong alignment increases positive perception and likelihood of recommendation.
2. Testing Marketing Messages
2.1 Concept Feedback
Technique: Present messaging concepts and advertisements to small consumer panels.
Benefit: Understand which messages generate enthusiasm and emotional resonance.
2.2 Iterative Refinement
Action: Refine campaigns based on qualitative input, focusing on tone, visuals, and content.
Result: Increases effectiveness of marketing campaigns and engagement rates.
3. Tracking Consumer Conversations
3.1 Social Listening
Method: Monitor discussions on key platforms for sentiment, trends, and complaints.
Advantage: Provides real-time insights into brand perception and emerging consumer priorities.
3.2 Community Engagement
Tip: Engage with active communities to test product ideas or messaging.
Impact: Encourages co-creation and strengthens brand advocacy.
4. Brand Differentiation Analysis
4.1 Perceived Value Assessment
Method: Compare consumer perception of your brand against local and international competitors.
Insight: Highlights areas where your brand can stand out or needs reinforcement.
4.2 Strategic Positioning
Action: Develop targeted campaigns emphasizing unique selling propositions validated by consumer insights.
Outcome: Enhances affinity and encourages repeat purchase behavior.
Case Study: Premium Coffee Brand
An overseas coffee brand tested marketing concepts with urban young professionals in Beijing. Results showed strong preference for sustainability messaging and premium origin labeling. Adjusting marketing campaigns to emphasize ethical sourcing and origin storytelling increased positive social media sentiment by 42% and improved in-store trial rates.
Conclusion
Building brand affinity requires a comprehensive understanding of emotional drivers, marketing resonance, consumer discussions, and competitor positioning. Brands that apply these insights can foster strong consumer loyalty and sustained growth in China’s dynamic retail market.
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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