(Source: https://pltfrm.com.cn)
Introduction
Overseas brands entering China face a competitive landscape where loyalty is earned through consistent value, trust, and relevance. Understanding why consumers return to certain brands requires qualitative insights that go beyond sales numbers. By exploring emotional connections, purchasing habits, and engagement patterns, brands can create strategies that foster lasting loyalty in the Chinese market.
1. Exploring Emotional Drivers
1.1 In-Depth Interviews
Method: Conduct personal interviews to uncover what motivates repeat purchases and emotional attachment.
Benefit: Identifies trust factors, satisfaction triggers, and aspirational elements that drive loyalty.
1.2 Emotional Mapping
Technique: Track consumer reactions to products and marketing touchpoints to identify positive emotional experiences.
Outcome: Helps brands design campaigns and services that consistently resonate with customers.
2. Observational Studies
2.1 Retail Environment Analysis
Approach: Observe how consumers interact with products in stores, noting which features encourage repeat engagement.
Insight: Reveals behavioral patterns linked to brand preference and loyalty.
2.2 Home Usage Testing
Tip: Provide products for home use and collect feedback on satisfaction, convenience, and perceived value.
Benefit: Ensures offerings meet real-life expectations and encourage repeat purchases.
3. Focus Groups for Shared Perceptions
3.1 Group Discussions
Method: Facilitate small focus groups to explore what keeps consumers returning to a brand.
Advantage: Highlights collective insights on trust, satisfaction, and perceived reliability.
3.2 Concept Validation
Action: Present product concepts, loyalty programs, or campaigns to gauge potential effectiveness.
Result: Provides actionable feedback to refine offerings and engagement strategies.
4. Social Listening and Digital Feedback
4.1 Online Sentiment Monitoring
Technique: Track discussions, reviews, and comments on platforms like WeChat, Xiaohongshu, and Douyin.
Benefit: Captures authentic opinions and highlights potential loyalty drivers and barriers.
4.2 Influencer and Community Engagement
Tip: Engage with KOLs and niche communities to test ideas and validate findings.
Outcome: Enhances trust and credibility among target consumers.
Case Study: Premium Tea Brand
An overseas premium tea brand conducted focus groups and home-use trials with urban professionals in Shanghai. Findings revealed that packaging aesthetics, brand heritage, and customer service were key loyalty drivers. By emphasizing these elements in marketing and packaging, the brand increased repeat purchase rates by 31% within six months.
Conclusion
Understanding what drives loyalty enables overseas brands to create meaningful connections with Chinese consumers. Combining qualitative research methods such as interviews, observation, focus groups, and social listening ensures strategies resonate and foster long-term engagement.
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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