(Source: https://pltfrm.com.cn)
Introduction
For overseas brands localizing in China’s online retail sector, marketing costs can increase quickly when the customer journey is not clearly understood. Many brands spend heavily on advertising without knowing which touchpoints actually influence purchase decisions. In China, consumers often interact with multiple platforms, influencers, and reviews before buying imported products, making the journey more complex than in many other markets. Customer journey mapping supported by qualitative research helps overseas brands understand real consumer behavior and allocate marketing budget more efficiently. With over ten years of experience helping overseas brands succeed in China, we have seen that combining journey mapping with SaaS analytics tools can significantly improve ROI and reduce unnecessary spending.
- Mapping Real Consumer Paths Before Advertising
1.1 Interviewing Buyers About Recent Purchases
Purchase History Interviews: Ask users to describe the last time they bought an imported product.
Decision Path Analysis: This reveals the real order of platforms and touchpoints.
1.2 Identifying Key Influence Channels
Influence Research: Determine whether content, search, or marketplace drove the decision.
Budget Optimization: Overseas brands can focus on high-impact channels.
- Platform Role Analysis in the Customer Journey
2.1 Discovery vs Conversion Platforms
Platform Comparison: Some channels are better for discovery, others for purchase.
Strategy Planning: Understanding roles helps allocate budget correctly.
2.2 Platform Trust Research
Confidence Interviews: Ask users which platforms feel safer for overseas products.
Localization Adjustment: Choose channels that match brand positioning.
- Testing Store Experience Before Scaling
3.1 Real User Store Testing
Browsing Observation: Watch users navigate the store.
Conversion Fix: Improve layout and information.
3.2 Service Expectation Study
Support Interviews: Fast service increases trust.
Purchase Confidence: Clear policy improves conversion.
- Post-Purchase Journey Optimization
4.1 Feedback Collection
Review Monitoring: Learn from customer comments.
Improvement Action: Adjust logistics and packaging.
4.2 Repeat Purchase Mapping
Loyalty Interviews: Understand why users return.
Retention Strategy: Build long-term customers.
- Long-Term Optimization with Research + SaaS
5.1 Continuous Insight Collection
Regular Interviews: Keep testing campaigns.
Fast Response: Adjust quickly.
5.2 Data + Insight Integration
Combine Qualitative and SaaS Data
Higher ROI: Decisions become more accurate.
Case Study: A Norwegian Supplement Brand Reduced Ad Cost Through Journey Mapping
A Norwegian supplement brand entered China’s online retail market and invested heavily in advertising across several platforms. Traffic increased, but conversion remained low.
We interviewed consumers and mapped the real journey. Most users discovered the product through content platforms, checked reviews on social platforms, and finally purchased on marketplaces. The brand had focused only on marketplace ads.
After adjusting strategy, the brand invested in discovery content first and optimized store pages for conversion. SaaS tracking tools confirmed improved user flow.
Within six months, advertising cost per order dropped by 34% and conversion rate increased by 39%. The brand achieved stable growth because marketing matched the real customer journey in China.
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!
info@pltfrm.cn
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