(Source: https://pltfrm.com.cn)
Introduction
Launching a new product in China offers massive opportunity—but also significant risk. With regional consumer preferences, a crowded marketplace, and fast-moving trends, overseas brands must conduct deep market exploration before going to market. Whether you’re introducing a SaaS platform, premium FMCG product, or lifestyle brand, strategic research helps validate demand, refine positioning, and localize your offer. This article details how to structure market exploration research for success in China.
1. Map the Competitive Landscape in Your Product Category
Identify both direct and indirect competitors
In China, competition isn’t always brand-for-brand—it’s solution-for-solution. An imported supplement brand, for example, may compete with both local health foods and wellness livestream channels. Track not only top sellers on platforms like Tmall and JD, but also emerging formats on Douyin or Xiaohongshu.
Benchmark pricing, packaging, and claims
Document how leading players frame their value: Is the market price-driven or feature-driven? What visual styles dominate? This reveals white space or over-saturated positioning risks for your new product.
2. Conduct Targeted Consumer Research to Uncover Local Preferences
Use digital surveys tailored to your segment
Distribute online surveys via WeChat or specialized research panels in Tier 1 and Tier 2 cities. Focus on product appeal, price sensitivity, and preferred purchase channels. For example, ask: “Would you try this product if it were offered with [X] feature?”
Run exploratory interviews to understand behavior
Qualitative interviews expose how consumers evaluate similar products, what drives trust, and what their unmet needs are. These sessions often reveal hidden friction points that surveys miss.
3. Analyze Platform Trends and Social Search Behavior
Mine data from Douyin, Xiaohongshu, and Baidu
Explore trending hashtags, video content, and search queries related to your product category. Platforms like Xiaohongshu are especially rich for gauging lifestyle-driven interest and community discussions.
Assess KOL narratives and user-generated reviews
What influencers are saying—along with how users comment—can signal market readiness or resistance. Pay attention to recurring questions, concerns, or feature expectations.
4. Validate Go-to-Market Channels with Real-World Testing
Set up small-scale pilots on niche platforms
Before a full launch, test a limited product run via a WeChat Mini Program, private group sales, or cross-border e-commerce portal. Track engagement, abandonment points, and buyer feedback.
Measure conversion and retention metrics in early adopters
Strong trial interest followed by poor retention may indicate misaligned expectations. Conversely, high repeat usage among a small group validates product-market fit and pricing assumptions.
Case Study: British Beverage Brand Uses Pre-Launch Testing to Identify Best Channel
A UK-based functional beverage company planned a China entry via Tmall. Pre-launch market research revealed strong buzz around health drinks on Xiaohongshu and Douyin, but low awareness in general search. The team pivoted to first launch via influencer seeding and a limited Douyin store pilot. The campaign led to a 40% higher conversion rate than projected for traditional e-commerce, prompting a revised channel mix.
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!
