(Source: https://pltfrm.com.cn)
Introduction
Brands that win in China are the ones that understand context. Consumer need state mapping lets international companies uncover why Chinese consumers buy what they buy—not just who they are. By aligning products and messaging to specific emotional and situational needs, brands can achieve higher relevance and stronger ROI. Here’s how.
1. The Power of Contextual Relevance
1.1 One Consumer, Multiple Needs
The same user might shop for “efficiency” at lunch and “luxury” by evening.
Tip: Identify how needs shift throughout the day and tailor campaigns to those windows.
1.2 Occasion-Driven Innovation
Create new product formats that solve for specific need states—e.g., travel packs, 2-minute-use products, gifting-ready SKUs.
Execution: Localize your innovation pipeline based on occasion mapping.
2. Using AI to Uncover Emerging Need States
2.1 Social Sentiment Triggers
AI tools mine Douyin, WeChat, and Xiaohongshu for emotional keywords linked to use cases—like “winding down” or “burnout relief.”
Strategy: Identify trending need states before they become mainstream.
2.2 Search Behavior Analysis
Tmall and JD keyword data can uncover when consumers shift priorities—from “value for money” to “gift-worthy,” for instance.
Pro Tip: Adjust copy and visual positioning mid-campaign based on changing need signals.
3. Need-Based Segmentation in Campaign Design
3.1 Message Framing by Motivation
The same product can be positioned for “self-reward” or “smart shopping,” depending on need state.
Use Case: A beauty brand ran two simultaneous Douyin campaigns—one targeting “busy working moms,” the other “weekend unwinders.”
3.2 CTA Variation
Your call-to-action should mirror the need. “Save time,” “feel confident,” “treat yourself”—all match different emotional drivers.
Tip: Match CTA to both segment and occasion for higher conversion.
4. Cross-Channel Personalization by Need State
4.1 Time-Based WeChat Triggers
Push different offers during morning commutes vs. evening relax periods, based on predicted need state.
Execution: Use CRM data to assign time-sensitive need profiles and automate offers.
4.2 Live Campaign Feedback Loops
Track which need-based creatives perform best during livestreams and double down on top-performers.
Tactic: Use emojis, viewer questions, and comment sentiment to adjust narratives in real time.
Case Study: A Korean Beverage Brand Maps the “Energy Boost” Need State
This brand re-segmented its campaign audience into morning-focused commuters and late-night students—both needing an energy fix, but at different times.
Using need-based CTA variation and dynamic creative rotation, the brand saw a 3.6x ROAS and 70% uplift in CRM subscriptions via WeChat.
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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