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Introduction
To succeed in China’s vast and complex market, brands must adopt a consumer-centric approach to market research. Understanding your audience’s unique preferences, expectations, and behaviors is critical for crafting winning strategies. This article explores the methods and benefits of putting consumers at the heart of your research efforts.
1. Mapping the Customer Journey
1.1 Understanding Decision-Making Stages
In China, the customer journey is highly digitalized. Brands must analyze how consumers discover, evaluate, and purchase products on platforms like Tmall and Douyin. Understanding these touchpoints helps optimize marketing efforts.
1.2 Post-Purchase Engagement
Retaining customers requires strong post-purchase engagement. Brands can use data from loyalty programs and customer feedback to improve product offerings and foster loyalty.
2. Personalizing Product Development
2.1 Consumer Feedback Loops
Actively collecting consumer feedback through surveys, reviews, and focus groups provides actionable insights. For example, a beauty brand might discover that Chinese consumers prefer lightweight, non-greasy formulations due to the country’s humid climate.
2.2 A/B Testing
Testing multiple variations of product designs or marketing strategies allows brands to identify what resonates most with Chinese consumers, minimizing risks before full-scale launches.
3. Digital Market Segmentation
3.1 Demographic Analysis
Market segmentation involves dividing your audience based on demographics like age, gender, and location. For instance, Gen Z consumers are highly influenced by social commerce platforms, while older demographics prefer traditional e-commerce.
3.2 Behavioral Insights
Analyzing purchase frequency, brand loyalty, and online engagement can help brands create targeted campaigns that drive higher conversion rates.
4. Monitoring Evolving Trends
4.1 Health and Wellness Focus
The growing focus on health and wellness in China has fueled demand for organic and sustainable products. Market research can uncover how these trends impact consumer preferences in your industry.
4.2 Technology Integration
From smart homes to AI-enhanced gadgets, Chinese consumers are quick adopters of new technology. Tracking these trends can help brands stay ahead of the curve.
Case Study: A Scandinavian Furniture Brand
A Scandinavian furniture company wanted to appeal to eco-conscious Chinese millennials. By conducting consumer-centric market research, they discovered a rising demand for multifunctional furniture suitable for smaller apartments. They adapted their designs, emphasized sustainable materials, and marketed heavily on RED. The result? A 200% increase in online sales within six months of launch.
Conclusion
Consumer-centric market research enables brands to deeply connect with their audience, ensuring long-term success in China’s competitive market.
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!
