(Source: https://pltfrm.com.cn)
Introduction
Need state mapping is one of the most powerful tools in modern marketing—especially in a consumer environment as dynamic as China’s. Brands that understand not just who their consumers are, but how they feel and what they need in specific moments, are able to build more relevant products, sharper creative, and more profitable campaigns.
1. Types of Consumer Needs in China
1.1 Functional vs. Emotional
Chinese consumers expect products to solve real problems—but emotional resonance seals the deal.
Example: A face mask that soothes redness may work—but one that offers “midweek reset energy” resonates deeper.
1.2 Social and Symbolic
Gifting, status, group affiliation—many purchases serve a social signaling function.
Tip: Use symbolic language and aspirational visuals to match social need states.
2. Lifecycle-Based Need Mapping
2.1 First Use vs. Habitual Use
Initial attraction may be driven by novelty; repeat purchase needs reliability, reassurance, or community.
Execution: Map different creative and offers to first-time buyers vs. loyal repeat users.
2.2 Post-Purchase Support
Need states don’t end at purchase. Build post-sale flows that support setup, gifting, or long-term benefits.
Pro Tip: Turn unboxing and first use into a branded experience tailored to emotional payoff.
3. Visual and Language Fit
3.1 Visual Anchoring
Need states vary in visual tone—“soothing” vs. “bold,” “functional” vs. “romantic.”
Tactic: Align product shots, lighting, and layout to mirror the emotional and functional need you target.
3.2 Copy for the Moment
Consumers skim, scroll, and decide fast. Match micro-copy to momentary intent.
Example: “Comfort in one step” outperforms “deep hydration” during fatigue-driven night browsing.
4. Integrating Need States into Growth Strategy
4.1 Product Bundling by Need
Bundle SKUs that serve related need states—e.g., morning starter + evening reset.
Strategy: Use CRM data to design bundles and loyalty offers around routines, not product categories.
4.2 Retail Activation by Occasion
Run offline activations tied to need states—like “relax zones” in malls or “focus bars” at co-working hubs.
Execution: Sync digital and offline offers around shared emotional triggers.
Case Study: A French Fragrance Brand Captures “Confidence Ritual” Need State
The brand mapped daily moments when consumers needed a confidence boost—before meetings, dates, or interviews. Messaging shifted from “scent profile” to “instant transformation.”
Sales jumped 45% during targeted campaign windows, and the top SKU moved from floral to amber, reflecting deeper emotional alignment.
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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