(Source: https://pltfrm.com.cn)
Introduction
Launching a new product in China can unlock tremendous growth—but only if the product aligns with the market’s evolving needs, preferences, and platform behaviors. Unlike in many Western markets, success in China is driven not just by innovation, but by hyper-localized insight. Before committing to a product launch, overseas brands must invest in structured market exploration to uncover true demand signals. This article outlines a practical research approach tailored for launching in China’s complex consumer ecosystem.
1. Start with Macro and Micro Market Sizing
Validate category growth trends through reliable data
Leverage data from government reports, industry whitepapers, and e-commerce platforms to assess total addressable market (TAM) and growth velocity. Focus on indicators like search trends, SKU turnover on Tmall, or cross-border import figures.
Narrow down to high-potential consumer segments
Determine which audience clusters (e.g., Gen Z women in Tier 2 cities, working parents in urban centers) are most likely to adopt your product. This supports smarter investment in product design and targeting.
2. Run Competitor Mapping With a Local Lens
Benchmark both domestic and international brands
Your main competition in China may be digitally native local players who outpace overseas brands in speed and pricing. Analyze how competitors position themselves across different platforms—who they target, what claims they emphasize, and how they build loyalty.
Reverse-engineer their go-to-market tactics
What’s their KOL strategy? Are they using private traffic via WeCom or Mini Programs? Dissecting these details reveals market-tested tactics you can learn from—or deliberately avoid.
3. Explore Consumer Attitudes Through Primary Research
Conduct online focus groups and rapid interviews
Recruit users from WeChat communities or Douyin fan groups to test messaging, visuals, or product mockups. Pay attention to both spoken insights and non-verbal cues like hesitation or emotional reactions.
Gather verbatim language for local positioning
Document the words and phrases consumers naturally use when talking about the product category. This language feeds directly into your Chinese brand copy and ad creative for future launch campaigns.
4. Validate Purchase Behavior With Live Prototyping
Offer a pre-order or “soft launch” via Mini Program
Use Mini Programs or limited-time offers on Xiaohongshu to simulate launch scenarios. Analyze scan-to-click ratios, purchase intent, and feedback loops—before investing in a full rollout.
Collect qualitative insights through follow-up engagement
Use WeCom to engage directly with participants after their interaction. Ask: Why did you buy? What nearly stopped you? These conversations reveal whether your product truly fits the expectations of the Chinese market.
Case Study: Canadian Pet Brand Refines Positioning Through Market Prototyping
A Canadian premium pet food brand used a Mini Program to test-market a high-protein dog food formula in Tier 1 and Tier 2 cities. Focus groups revealed that “natural ingredients” alone weren’t compelling; consumers responded better to functional claims like “digestive health” and “small-breed formula.” By adjusting copy and adding a KOL endorsement, engagement rates rose 3.2X and the brand secured its first retail distributor within 90 days.
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!
