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Introduction
Consumer emotions influence every stage of the buying process in China, from awareness to advocacy. For overseas brands, capturing and understanding these responses is essential for creating relevant products, campaigns, and experiences. Emotional insights help companies build trust, increase brand loyalty, and differentiate themselves in a competitive market.
1. Ethnographic Research for Emotional Understanding
1.1 Lifestyle Observations
Method: Study consumers in real-life settings to understand how products affect emotions and routines.
Benefit: Uncovers unmet needs and subtle behavioral patterns that impact decision-making.
1.2 Consumer Segmentation
Approach: Segment consumers based on emotional responses and lifestyle preferences.
Outcome: Enables targeted marketing strategies and more effective product positioning.
2. Focus Groups to Capture Group Dynamics
2.1 Collective Insights
Method: Use moderated discussions to observe shared emotional responses and consensus opinions.
Advantage: Reveals collective perceptions and emerging trends within a demographic.
2.2 Product and Messaging Validation
Action: Test marketing concepts or new product ideas to gauge emotional resonance.
Impact: Reduces risk of misalignment and enhances the effectiveness of launch campaigns.
3. Digital Sentiment Analysis
3.1 Tracking Online Conversations
Technique: Monitor reviews, posts, and discussions across social platforms for emotional cues.
Benefit: Detects shifts in perception and identifies opportunities to engage consumers proactively.
3.2 Data Integration
Tip: Combine qualitative insights with online behavior metrics to form a comprehensive understanding of emotions.
Outcome: Enables precise targeting and more meaningful engagement with consumers.
4. Competitive Emotional Benchmarking
4.1 Comparative Studies
Method: Evaluate emotional responses toward competitors to identify strengths and weaknesses.
Insight: Highlights opportunities for differentiation and refinement of brand messaging.
4.2 Strategic Positioning
Action: Adjust marketing and product strategies to emphasize unique emotional benefits.
Result: Builds stronger loyalty and increases advocacy among key consumer groups.
Case Study: Skincare Brand
An overseas skincare brand conducted ethnographic studies and focus groups in Beijing. Consumers expressed stronger brand preference for natural ingredients and packaging that evoked luxury and sustainability. Aligning messaging and product positioning with these emotional triggers increased trial purchase rates by 33% and enhanced social media engagement among millennials.
Conclusion
Understanding and acting on emotional responses allows overseas brands to craft products, campaigns, and experiences that resonate with Chinese consumers. By leveraging ethnography, focus groups, digital insights, and competitive benchmarking, brands can turn emotional intelligence into tangible business growth.
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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