(Source: https://pltfrm.com.cn)
Introduction
In China’s rapidly evolving market, identifying what consumers need—and when—is more important than knowing who they are. That’s where need state mapping comes in. It allows brands to understand consumer intent in specific contexts, enabling precise targeting, product design, and messaging. This article explores how need state mapping is helping international brands deliver what Chinese consumers actually want, in the moments they want it.
1. What Is a Consumer Need State?
1.1 Beyond Demographics
A need state is the intersection of emotion, motivation, and context—what consumers feel, want, and do at a specific moment.
Example: A consumer might need “stress relief” on a Friday night or “energy and focus” on a Monday morning—regardless of age or income.
1.2 Temporal and Situational
Need states shift by time of day, week, or season. A product might meet different needs at different moments.
Tip: Design campaigns and promotions around time-based need states, not static personas.
2. Mapping the Consumer Journey by Need
2.1 Trigger Points
What emotion or situation leads to purchase? Stress, boredom, guilt, celebration?
Strategy: Identify key need triggers through interviews, social listening, and CRM behavior analysis.
2.2 Moment of Use
When is the product consumed or experienced? At home, at work, in transit?
Execution: Tailor messaging and packaging to the usage occasion. Highlight convenience for commuters, sensory appeal for home settings.
3. Layering Emotional and Functional Needs
3.1 Emotional Motivators
Chinese consumers may seek status, comfort, nostalgia, or self-care. These emotional layers often drive functional choices.
Use Case: A snack brand can appeal to “emotional escape” rather than just “hunger satisfaction.”
3.2 Practical Trade-Offs
What functional compromises are acceptable in different need states? Consumers may accept lower durability for portability or lower price for daily use.
Tactic: Offer different SKUs or bundles for varying use occasions.
4. Tools for Need State Mapping
4.1 Mobile Journaling
Capture real-time reflections through WeChat or mini-program diaries.
Pro Tip: Ask consumers to document needs and moods throughout the day to identify repeatable patterns.
4.2 Scenario-Based Surveys
Use visual storytelling to simulate common consumer moments—then test product or message fit.
Tip: Create scenarios like “office stress,” “after-lunch recharge,” or “romantic evening” for contextual testing.
Case Study: A European Chocolate Brand Targets the ‘Emotional Gifting’ Need
Initially positioned as a “premium indulgence,” this brand struggled to gain traction. Research revealed a strong need state among young adults for “low-pressure emotional gifting”—something to express care without a grand gesture.
They repositioned messaging and packaging for gifting moments. The result? A 2.9x lift in Xiaohongshu shares and a 38% rise in conversion among first-time buyers.
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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