(Source: https://pltfrm.com.cn)
Introduction
Launching a product in China without robust market exploration is like sailing without a compass. With distinct consumer preferences, complex regional variations, and highly platform-driven discovery behavior, overseas brands must first invest in understanding the market before committing to launch. In this article, we walk through the key research methods and insights that successful brands use to validate new product opportunities in China.
1. Define Market Entry Assumptions and Risk Areas
Clarify what you’re assuming about your Chinese audience
Is your product positioned as premium, health-focused, or high-tech? Do you believe your overseas differentiation will hold in China? Write down these assumptions to guide research and identify blind spots.
List variables that need testing before launch
From pricing and format to ideal platform or campaign tone—identify all elements that could vary based on the market. Each should be validated through research or real-world tests.
2. Combine Desk Research With Digital Intelligence
Use Baidu Index, QuestMobile, and CBNData
Track search volume, keyword clustering, and consumer behavior shifts across regions and platforms. These tools help assess emerging demand signals and prioritize investment areas.
Supplement with competitive content analysis
Review competitor campaigns on Xiaohongshu and Douyin to understand how they frame benefits, respond to objections, and leverage influencers. Document user comments to identify unmet needs.
3. Conduct In-Platform Experiments to Gauge Fit
Run social ad tests with different product angles
Launch low-budget ad sets on Douyin or WeChat Moments targeting distinct segments. Test variations in product value messaging: e.g., “eco-friendly,” “designed for convenience,” or “inspired by global trends.”
Track actions beyond clicks—such as saves and QR scans
High engagement without conversion could signal interest without clarity. A high scan-to-follow rate, on the other hand, suggests your message is resonating and driving deeper intent.
4. Use In-Market Trials to Observe Real Behavior
Pilot through cross-border e-commerce or pop-ups
Platforms like Tmall Global allow overseas brands to test waters before full localization. Alternatively, short-term offline activations (e.g., mall kiosks or partner stores) provide direct feedback.
Gather voice-of-customer insights post-interaction
After purchases or trial experiences, engage users with short follow-up surveys or WeCom chats to explore satisfaction, confusion points, and suggestions. These insights guide refinement.
Case Study: French Kitchenware Brand Validates Go-To-Market Model via Xiaohongshu
Before fully launching in China, a French kitchenware brand partnered with Xiaohongshu influencers to create product story posts. They included QR codes linking to a WeChat Mini Program for sample reservations. Posts emphasizing “safe for families and kids” outperformed those focusing on “European design” by 2.4X. User feedback revealed trust in safety certifications was the top driver—helping the brand redefine its messaging and move forward with confidence.
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!
