To this day, I’m still shocked by how different consumer behavior is from one category to another on Tmall. Knowing how consumers are searching for products in your category is KEY.
We’ve found that there’s a wide variety between how consumers are searching in “branded” categories versus “non-branded” categories.
Check out this example… in the lipstick category nearly every single top ten keyword included a brand name, while in the facial cleanser category nearly every search was based on generic terms.
China is an intensely competitive market even when you’re doing everything “right.”
If you want to succeed, do your research before dipping your toe into the battlefield.
How do YOU usually search for products when shopping online?