(Source: https://pltfrm.com.cn)
Introduction
In China’s hyper-competitive digital economy, knowing what your competitors are doing isn’t enough. Brands need structured benchmarking to understand how they perform across pricing, content, visibility, platform strategy, and shopper experience. For overseas companies entering the market, competitive insight benchmarking is a fast, affordable way to adapt positioning, avoid blind spots, and align with fast-evolving consumer preferences.
1. Analyze Platform Presence and Engagement Metrics
1.1 Traffic and Ranking Data on Tmall and JD
Benchmark how top competitors rank in keyword search results, store followers, and engagement volume (e.g., reviews, Q&A activity). These metrics show who dominates which product category and where opportunities lie.
1.2 Livestream Metrics on Douyin and Kuaishou
Track average viewership, time spent, coupon redemption, and comment volume during competitor livestreams. These data points reveal how much real attention competitors are earning and how effectively they convert.
2. Compare Content Strategy Across Social Channels
2.1 Messaging Tone and Visual Language
Benchmark how competitors speak to Chinese consumers on Xiaohongshu and WeChat—whether through scientific credibility, emotional storytelling, or trend-driven content.
2.2 Influencer Strategy Analysis
Document the size and tier of KOLs your competitors use. Are they investing in one major influencer or building a web of KOCs? This helps guide your own budget allocation.
3. Assess Value Proposition Through Price, Bundling, and Gifting
3.1 Tiered Pricing Strategy Review
Compare base prices, promotional logic, and seasonal discounts. Are competitors bundling, upselling, or using tiered SKUs? This insight helps define your own pricing guardrails.
3.2 Value-Add Mechanics Audit
Track competitor use of gifts-with-purchase, limited edition packaging, or VIP coupons. These tactics influence perception beyond product pricing.
4. Measure Product/Service Differentiation and Consumer Perception
4.1 Review Sentiment and Service Scores
Analyze reviews, return policies, shipping promises, and refund ratings. Benchmark not just star ratings, but recurring consumer praise or complaints to find your edge.
4.2 Xiaohongshu User Tagging Patterns
Check what users say about competitor products in unprompted posts. Tags like “good for summer,” “overpriced,” or “sensitive-skin friendly” reveal positioning strengths and weaknesses.
5. Case Study: French Haircare Brand’s Market Recalibration
A French premium haircare brand entering JD Worldwide used benchmarking to evaluate three top competitors in the same price tier. They found that while their core formula outperformed competitors, their packaging lacked visual appeal on mobile screens. The audit also revealed that competing brands ran flash deals every 14 days, while theirs had no recurring promo structure. After adjusting packaging visuals and adding a bi-weekly discount pattern, they doubled their SKU-level click-through rate in 8 weeks.
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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