(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-paced e-commerce and social media ecosystem, what works for one brand today can be obsolete by tomorrow. That’s why competitive insight benchmarking is crucial—not just for spotting direct rivals, but for identifying platform trends, pricing movements, and shopper expectations. This article outlines how overseas brands can conduct effective benchmarking to shape smarter, faster, and locally aligned strategies.
1. Establish the Right Competitive Set
1.1 Define Core vs. Indirect Competitors
In China, competition is often cross-category. Your brand may compete with skincare, wellness, or even fragrance depending on positioning. Include both direct and adjacent players in your benchmarking scope.
1.2 Match by Consumer Segment, Not Just Category
Focus on brands targeting the same personas. For example, if you’re targeting Gen Z office workers, analyze the lifestyle brands they already follow—even if they’re not in your category.
2. Track Pricing and Promotion Cadence
2.1 Monitor Static vs. Dynamic Pricing
Benchmark which brands maintain consistent pricing and which ones rely on high-frequency discounting. On platforms like JD and Tmall, this affects not just visibility but also consumer trust.
2.2 Promotion Timing Patterns
Track which competitors leverage pre-sales, flash deals, and platform-wide campaigns. Align your promotion calendar strategically to either compete directly or capture quieter windows.
3. Compare Visibility and User Engagement
3.1 Keyword Ranking and Store Traffic
Use tools like Tmall’s Business Advisor or JD’s vendor dashboard to see where competitors rank for high-intent keywords. Store traffic and dwell time benchmarks help assess top-of-funnel effectiveness.
3.2 Douyin and Xiaohongshu Engagement Audits
Benchmark likes, comments, shares, and save rates on social content. Look for content formats that consistently outperform—whether it’s “before/after” videos, expert advice clips, or lifestyle diaries.
4. Evaluate Consumer Sentiment and Service Levels
4.1 Star Ratings Aren’t Enough
Benchmark the tone and frequency of user reviews, not just the score. Compliments about packaging, delivery, or customer service often outweigh technical product praise.
4.2 Track Response Time and Chat Scripts
On JD and Tmall, chat responsiveness affects conversion. Benchmark how fast your competitors respond and what scripts they use—especially for handling objections and upsells.
5. Case Study: Scandinavian Wellness Brand’s Market Entry Playbook
A Scandinavian wellness brand preparing to enter the Chinese market performed a 3-week competitive benchmarking sprint across Douyin, Tmall, and Xiaohongshu. They discovered that the top two rivals offered live Q&A during livestreams and shipped samples with every purchase. The brand adjusted their operations to include customer chat training and launched a “sampling surprise” promo. Their launch CTR improved by 40%, and bounce rate dropped below 35% in their first campaign window.
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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