(Source: https://pltfrm.com.cn)
Introduction
As Chinese consumers shift their spending focus from material goods to services, businesses face a critical opportunity to align their strategies with this new dynamic. Whether through travel, wellness, or unique experiences, this service-centric consumption trend underscores a significant transformation in the market. This article explores actionable strategies for brands to thrive in this evolving landscape.
1. Focus on Experience-Based Marketing
1.1 Interactive Brand Engagements
Chinese consumers increasingly value meaningful experiences that go beyond products. Brands can engage this audience by hosting workshops, events, or live demonstrations. For example, a cosmetics brand could offer makeup masterclasses, allowing customers to experience the products firsthand while building emotional connections.
1.2 Subscription Models
Subscription-based services have gained popularity in China’s urban centers. They provide predictable revenue streams for brands while offering consumers convenience and ongoing value. For instance, meal kit subscriptions or streaming services keep customers engaged through personalized content or products.
2. Expand into Health and Wellness Services
2.1 Holistic Wellness Solutions
As health awareness grows, consumers are willing to invest in services that improve their physical and mental well-being. Brands can expand their portfolios to include fitness classes, nutrition coaching, or mental health workshops, helping customers achieve a balanced lifestyle.
2.2 Digital Health Platforms
Technology-driven health solutions are another major growth area. From wearable fitness trackers to telehealth apps, brands that integrate digital solutions into their services can meet consumers’ demand for accessibility and innovation.
3. Elevate Travel and Leisure Services
3.1 Local Experience Packages
With the rise of domestic tourism, creating region-specific travel packages that highlight local attractions, culture, and cuisine can attract consumers seeking authentic experiences. This approach also supports government initiatives to boost regional economies.
3.2 Sustainable Travel Options
Eco-conscious travelers are drawn to brands that promote sustainability. Offering green travel options, such as carbon offset programs or eco-friendly accommodation packages, enhances appeal to this growing demographic.
4. Leverage Technology to Enhance Customer Experiences
4.1 Augmented Reality (AR) Experiences
AR can revolutionize service delivery, providing immersive interactions. For example, virtual hotel tours or AR-enabled shopping experiences allow consumers to explore options conveniently while increasing engagement.
4.2 Personalized Recommendations
Data-driven personalization tools can recommend tailored experiences based on past behaviors. For example, a travel platform could suggest curated itineraries aligned with a user’s previous bookings, boosting conversion rates and satisfaction.
Case Study: A Global Hotel Chain’s Domestic Focus
A global hotel chain successfully pivoted to target urban residents seeking “staycations” during travel restrictions. By launching curated packages that combined discounted hotel stays with cultural tours and dining experiences, the brand increased occupancy rates by 25% in Tier-1 cities. These efforts not only retained existing customers but also captured new market segments.
Conclusion
Adapting to China’s service-oriented consumer behaviors requires a strategic focus on experiential marketing, wellness offerings, and technology-enhanced services. By aligning their strategies with these trends, brands can capture new opportunities and achieve sustainable growth in the evolving Chinese 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!
