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Introduction
For overseas brands operating in China cross-border e-commerce, high marketing cost and low conversion rate are common problems during the localization process. Many brands invest heavily in advertising across multiple platforms without fully understanding how Chinese consumers discover, evaluate, and purchase imported products. Quantitative data can show performance results, but only qualitative research can explain the reasons behind them. By using interviews, focus groups, and behavioral observation together with SaaS analytics tools, overseas brands can optimize platform selection, advertising strategy, and store design more efficiently. With over ten years of experience helping overseas brands localize in China, we have seen that qualitative research is one of the most effective ways to increase ROI and reduce unnecessary spending.
- Discovering Real Purchase Behavior Through Interviews
1.1 Analyzing Recent Buying Decisions
Purchase History Interviews: Ask users where they bought their last imported product and why they chose that platform. Real examples reveal true preference more accurately than surveys.
Decision Factor Study: Interviews help identify whether trust, reviews, price, or influencer content influenced the purchase.
1.2 Segmenting Consumer Preferences
Audience-Based Research: Different age groups and income levels often prefer different platforms and price ranges.
Targeting Optimization: Overseas brands can focus advertising on the right audience instead of broad campaigns.
- Platform Preference Research for Marketing Efficiency
2.1 Comparing Platform Trust Levels
Confidence Interviews: Ask users which platforms they trust more when buying overseas products.
Channel Selection: Choosing the right platform improves conversion without increasing ad cost.
2.2 Testing Platform Image Fit
Platform Perception Study: Some platforms are associated with premium goods, others with discounts.
Brand Matching: Overseas brands should select channels that match their positioning.
- Content vs Marketplace Research
3.1 Understanding Discovery Channels
Discovery Interviews: Many Chinese consumers first learn about overseas products through content platforms.
Marketing Planning: Overseas brands may need to build trust before pushing conversion.
3.2 Conversion Channel Analysis
Checkout Behavior Study: Users often complete purchases on large marketplaces after seeing reviews.
Channel Combination Strategy: Research helps design efficient marketing flow.
- Store Experience Optimization with User Observation
4.1 Page Layout Testing
Browsing Observation: Ask users to navigate the store and explain their thoughts.
Conversion Improvement: Adjust layout according to feedback.
4.2 Service Expectation Research
Support Interviews: Fast response and clear delivery information increase trust.
Localization Update: Improving service details increases purchase rate.
- Long-Term Optimization with Research + SaaS
5.1 Continuous Feedback Loop
Regular Testing: Keep interviewing users when launching new campaigns.
Fast Adjustment: Overseas brands can react quickly to performance changes.
5.2 Data + Insight Integration
Combine Research with Dashboards: Use qualitative insight to explain SaaS data.
Higher ROI: Decisions become more accurate.
Case Study: A Spanish Olive Oil Brand Increased ROI Through Consumer Behavior Research
A Spanish olive oil brand entered China through cross-border e-commerce and invested heavily in advertising across several platforms. Traffic was high, but conversion remained low and marketing cost kept increasing.
We conducted interviews with Chinese consumers and found that most users discovered imported food through content platforms but preferred buying on large marketplaces after reading reviews. Many users also wanted detailed origin information before purchasing.
We tested different platform combinations and used SaaS analytics tools to track behavior. After shifting awareness campaigns to content channels and focusing conversion campaigns on marketplace stores, performance improved quickly.
Within five months, advertising cost per order decreased by 35% and conversion rate increased by 38%. The brand achieved stable growth because platform and marketing strategy were based on real consumer insight instead of assumptions.
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!
info@pltfrm.cn
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