(Source: https://pltfrm.com.cn)
Introduction
Competing in China requires a thorough understanding of local players. Qualitative research offers actionable insights into competitor strategies, consumer preferences, and market gaps. This article highlights ways overseas brands can leverage these insights to strengthen positioning and grow in China.
1. Ethnographic Observation
1.1 Consumer Behavior in Context
Observe consumers interacting with local brands in stores, malls, and online platforms. Understanding real-life usage provides deeper insights than surveys alone.
1.2 Identifying Unmet Needs
Watching consumers in natural environments reveals pain points and desires that competitors may not address. These gaps create opportunities for differentiation.
2. Analyzing Local Marketing Tactics
2.1 Promotional Campaigns
Examine local competitors’ marketing campaigns, discounts, and loyalty programs. Assessing what resonates with consumers informs strategic adaptation.
2.2 Visual Communication
Study local brands’ content, color schemes, and messaging. Visual positioning analysis helps in crafting campaigns that stand out while remaining culturally appropriate.
3. Consumer Perception Mapping
3.1 Positioning Matrix
Create a mapping of local competitors based on attributes like quality, pricing, and brand image. This visual helps identify areas for differentiation.
3.2 Sentiment Analysis
Review online reviews, forums, and social posts to gauge consumer sentiment. Understanding how local brands are perceived helps tailor messaging and product positioning.
4. Applying Insights to Strategy
4.1 Product and Service Adjustments
Implement product or service refinements based on competitor insights. Iterative improvements increase relevance and competitiveness.
4.2 Communication and Branding
Align messaging and branding with insights from qualitative research. Clear, differentiated positioning resonates more effectively with Chinese consumers.
Case Study: German Tech Accessories Brand
A German tech accessories brand conducted ethnographic research and competitor analysis in China, observing consumer interactions with local electronics brands. By identifying gaps in customer support and packaging appeal, the brand redesigned its service and product presentation. Sales increased by 30% within three months, and consumer perception improved significantly.
Conclusion
Qualitative research on local competitors is crucial for overseas brands aiming to succeed in China. By observing consumer behavior, analyzing marketing tactics, and mapping perceptions, brands can identify opportunities, differentiate effectively, and drive 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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