(Source: https://pltfrm.com.cn)
Introduction
Understanding Chinese consumers’ perceptions of overseas brands is vital for successful market entry and growth. Qualitative research uncovers the motivations, values, and emotional responses that influence brand preference and purchase decisions.
1. Semi-Structured Interviews
1.1 Exploring Consumer Opinions
Engage consumers in flexible interviews that allow exploration of attitudes, preferences, and experiences. This approach provides rich insights into both rational and emotional factors shaping perception.
1.2 Regional Nuances
Capture differences in perception across Tier 1, Tier 2, and Tier 3 cities. Understanding these distinctions ensures strategies are relevant and localized for maximum impact.
2. Focus Group Workshops
2.1 Testing Product Messaging
Gather diverse consumer segments to discuss branding, advertisements, and campaigns. Observing their reactions helps refine messaging to resonate authentically.
2.2 Emotional Response Tracking
Use exercises like storytelling, ranking, and role-play to uncover emotional responses. These insights reveal how branding, design, and narratives influence loyalty and trust.
3. Observational Studies
3.1 Retail and Online Behavior
Observe how consumers browse, compare, and select products in both physical stores and e-commerce platforms. Insights from natural behavior help identify barriers and enhance positioning.
3.2 Contextual Insights
Capture environmental and situational factors that influence perceptions, such as peer recommendations, packaging appeal, or platform presentation.
4. Social Media Engagement Analysis
4.1 Monitoring Brand Mentions
Track discussions, hashtags, and user-generated content online to assess awareness, sentiment, and engagement. Social data provides a dynamic picture of brand perception.
4.2 Trend and Sentiment Integration
Identify trending conversations and sentiment shifts to adjust campaigns, messaging, and positioning. This ensures brand communication is relevant and timely.
5. Case Study: Japanese Baby Formula Brand
A Japanese infant formula brand conducted focus groups, semi-structured interviews, and social media analysis to understand local perception. Findings revealed high trust in brands emphasizing safety and maternal guidance. By adapting marketing campaigns to highlight these qualities, the brand increased recognition and engagement among urban mothers by 33% in six months.
Conclusion
Overseas brands can enhance their market impact by leveraging qualitative insights to understand consumer perceptions. Interviews, focus groups, observational studies, and social listening provide actionable intelligence to refine strategies, strengthen trust, and drive growth in China.
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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