(Source: https://pltfrm.com.cn)
Introduction
Overseas brands entering China must navigate a competitive landscape dominated by local players. Qualitative research provides deep insights into consumer perceptions, brand strategies, and market gaps, enabling more effective positioning. This article outlines methods for conducting meaningful competitor research in China.
1. Social Listening for Competitive Insights
1.1 Tracking Local Conversations
Monitor discussions on Xiaohongshu, Weibo, and Douyin to identify consumer sentiment toward local competitors. Social listening reveals strengths, weaknesses, and popular product features.
1.2 Trend Spotting
Detect emerging trends early by observing content themes, hashtags, and viral campaigns. Early adaptation ensures overseas brands remain culturally relevant.
2. Qualitative Focus Groups
2.1 Group Dynamics
Facilitate small focus groups to uncover perceptions of local brands’ quality, messaging, and service experience. Collective discussions often surface insights that individual surveys may miss.
2.2 Brand Comparisons
Ask participants to compare local and overseas brands, highlighting differentiators and preferences. This approach clarifies the competitive landscape from the consumer’s perspective.
3. Competitor Visual and Marketing Analysis
3.1 Branding and Messaging
Analyze local competitors’ branding elements, including colors, logos, and messaging. Understanding visual positioning helps overseas brands design campaigns that stand out.
3.2 Campaign Effectiveness
Evaluate digital campaigns for engagement metrics, consumer responses, and creative strategies. Insights inform best practices and potential pitfalls to avoid.
4. Applying Insights to Brand Strategy
4.1 Targeted Differentiation
Use competitor research to identify unique positioning opportunities. Emphasize features or messaging that local brands overlook.
4.2 Product and Service Innovation
Incorporate findings into product design, features, or packaging. Research-backed innovation increases consumer relevance and brand appeal.
Case Study: South Korean Skincare Brand
A South Korean skincare brand ran focus groups and social listening campaigns to understand the popularity of local beauty brands’ ingredient-focused marketing. Leveraging this insight, the brand launched a naturally formulated skincare line with targeted messaging, resulting in 20% higher engagement than competing products during the first quarter.
Conclusion
Qualitative research on local competitors allows overseas brands to understand consumer perceptions, refine positioning, and identify growth opportunities. Insights derived from social listening, focus groups, and competitor analysis ensure campaigns resonate with Chinese consumers.
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
www.pltfrm.cn
