(Source: https://pltfrm.com.cn)
Introduction
China’s digital consumers expect products that reflect their local preferences, habits, and cultural values. Simply translating your interface or packaging isn’t enough—real success lies in feature-level localization. Whether you’re a SaaS provider or a consumer brand, tailoring your product to meet Chinese users’ expectations is critical for sustainable growth. This article explores key strategies for localizing product features to win in China.
1. Adapt Functional Features to Fit Local Use Cases
1.1 Align with Daily Routines and Usage Patterns
Chinese users often multitask across apps within super-app ecosystems like WeChat or Alipay. For SaaS tools, features like WeCom integration or QR-based access improve usability. For consumer brands, convenience-driven features such as auto-dosing or touchless tech match local demand for efficiency.
1.2 Address Infrastructure-Specific Needs
Payment, logistics, and customer service workflows differ in China. Ensure your product connects seamlessly with local systems like Alipay, UnionPay, or Cainiao logistics APIs to avoid user drop-off.
2. Localize Content, Copy, and User Interface
2.1 Simplify and Reorganize UI Elements
Chinese users are accustomed to denser interfaces with more options upfront. Design your UX to support this expectation, using icon-based shortcuts, bold CTAs, and fewer hidden dropdowns.
2.2 Tailor Copy for Cultural Relevance
Product descriptions, feature labels, and error messages should reflect local communication norms. For example, Chinese users prefer direct benefit-oriented language (“Save time,” “Scan to unlock”) over abstract value claims.
3. Incorporate Local Feedback Loops into Product Roadmaps
3.1 Run In-Market Feature Testing
Use A/B testing within Chinese platforms—such as a Tmall A+ page or WeChat Mini Program—to trial new features or layouts. Gather local analytics and user comments to refine development.
3.2 Establish a Localized Feedback Pipeline
Launch features like in-app surveys or user forums in Mandarin. Include feedback QR codes inside packaging or confirmation pages. Turn this qualitative insight into product iteration sprints.
4. Embrace Local Trends and Competitive Signals
4.1 Mirror Popular Feature Frameworks
Look to successful local players for UX clues. For example, adding social features like group chat functions, user rankings, or limited-time gamification mirrors expectations shaped by platforms like Xiaohongshu or JD.
4.2 Monitor Platform-Based Feature Evolution
Stay alert to features promoted by platforms like Tmall or Douyin—such as 3D product views or voice search compatibility—and adjust your roadmap accordingly to maintain relevance.
5. Case Study: German Smartwatch Brand’s Feature Redesign for China
A German smartwatch brand saw low engagement after launching in China with its global UI. Working with PLTFRM, they localized features including integration with WeChat Pay, built-in air quality tracking (a top concern in Tier 1 cities), and Mandarin voice command support. They also redesigned the UI to include bolder icons and a dark mode option favored by younger Chinese users. Within three months, daily active usage rose by 63%, and return rates dropped by 45%.
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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