(Source: https://pltfrm.com.cn)
Introduction
For overseas brands, targeted audience research is the key to unlocking China’s vast potential, revealing preferences for authenticity, innovation, and seamless experiences. As consumers become more discerning, this article details effective approaches to gather and utilize these insights, complete with practical guidance and a proven example to inspire your localization journey.
- Building Effective Audience Profiles
1.1 Demographic and Psychographic Layering Age and Lifestyle Segmentation: Research shows Gen Z driving trends in sustainability and digital experiences. Profile-building surveys capture values like cultural pride alongside basics. This enables hyper-targeted messaging.
Income-Based Preferences: Uncover willingness to pay for quality, with mid-tier consumers favoring value premiums. Detailed profiling informs tiered strategies.
1.2 Behavioral Tracking Purchase Journey Mapping: Track from awareness on Douyin to loyalty via apps. Insights into touchpoints guide omnichannel optimizations.
- Tools and Platforms for In-Depth Research
2.1 Professional Survey Platforms Customized Questionnaires: Use tools integrated with Baidu or Tencent for high response rates. Include visual aids for engagement.
2.2 Community and User-Generated Content Analysis Forum and Review Mining: Platforms like Zhihu offer candid feedback. Thematic analysis reveals pain points and delights.
- Translating Research into Actionable Localization
3.1 Product and Service Customization Feature Prioritization: Align with discovered needs, like health integrations. Prototype testing refines fits.
3.2 Engagement Strategies Community Building: Foster groups based on shared interests uncovered in research.
- Long-Term Research Best Practices
4.1 Continuous Monitoring Trend Forecasting Panels: Maintain ongoing participant pools for proactive adjustments.
4.2 Cross-Brand Benchmarking Comparative Insights: Anonymized industry data highlights competitive edges.
Case Study: A Global Fast-Food Brand’s Research-Led Adaptation
A worldwide fast-food chain conducted extensive audience research via online panels and in-store intercepts. Findings showed preferences for spicy, rice-based items and family-sharing formats over individual meals. They introduced congee breakfasts, localized spicy chicken, and integrated Alipay/WeChat for seamless ordering. Marketing emphasized “Chinese family moments,” resulting in dominance with over 10,000 outlets and cultural integration.
Targeted audience research transforms challenges into opportunities for overseas brands in China. Embrace it to build lasting connections.
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 overseas brands for many years, helping them understand Chinese consumers through in-depth insights and realizing significant market share gains. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
