(Source: https://pltfrm.com.cn)
Introduction
Chinese consumer perception is influenced by culture, trust, social trends, and past experiences with foreign brands. For overseas brands, qualitative research uncovers insights that drive strategic decisions and competitive advantage.
1. Consumer Segmentation Through Perception Analysis
1.1 Identifying Key Segments
Segment consumers based on values, buying motivations, and attitudes toward overseas brands. Understanding perception differences enables targeted marketing and product positioning.
1.2 Persona Development
Create detailed personas reflecting beliefs, preferences, and behaviors. These personas guide messaging and product strategy for maximum relevance.
2. Concept Testing and Feedback
2.1 Evaluating New Campaigns
Present branding concepts or product ideas to select consumer groups. Feedback provides insights into how the brand is perceived and whether campaigns will resonate.
2.2 Iterative Refinement
Adjust messaging, visuals, or features based on consumer feedback to ensure alignment with expectations. Continuous iteration strengthens perception and trust.
3. Ethnography and Immersive Observation
3.1 Contextual Understanding
Observe product interaction and brand engagement in natural environments, including online communities and physical stores. Real-world observation reveals authentic preferences and behavior.
3.2 Identifying Friction Points
Pinpoint elements of product, messaging, or service that negatively affect perception. Addressing these improves overall brand image and consumer satisfaction.
4. Digital Sentiment and Social Listening
4.1 Tracking Online Conversations
Monitor social media platforms for mentions, reviews, and content sharing. This provides insight into organic perception and trends among Chinese consumers.
4.2 Influencer Feedback Analysis
Assess how KOLs and trusted voices discuss your brand. Influencer perception directly impacts consumer attitudes and credibility.
5. Case Study: European Baby Skincare Brand
A European baby skincare brand combined ethnographic observation, focus groups, and social listening to assess consumer perception. Research showed high appreciation for natural ingredients and ethical sourcing. By emphasizing these qualities in campaigns and packaging, the brand increased positive perception by 37% and boosted engagement in online communities.
Conclusion
Overseas brands can transform consumer perception into a competitive advantage in China by leveraging qualitative research. Combining segmentation, concept testing, observation, and social listening enables data-driven decisions, improved brand trust, and stronger market positioning.
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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