How do you conduct buyer persona research in China?

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

When creating a buyer persona document, the best practice is to talk with your existing and potential customers as much as possible using a systematic approach to correctly understand how they feel about your products and services. 

However, there are some difficulties when you conduct buyer persona research in China. Here are some recent statistics that may help you out:

  • China is already the largest social network market with 569 million active social network users by the end of 2017, and it’s likely to increase to 725 million by 2022.
  • Chinese people are addicted to their phones, switching between different apps and platforms. The level of engagement with the apps is high.
  • Many newly established Chinese brands provide high-quality services and products that cater to Chinese customers locally. They are winning more market share and outperforming many foreign brands. The competition in China is way fiercer in reality than your imagination.
  • Chinese people are very results-driven and goal motivated, and when they are at work, they are hardworking and put business before personal matters.
  • People like to gossip. Netizens in China are nosy about other people’s lives and recent events. Especially when people are active on platforms such as Weibo, they are keen to follow celebrity trends. Statistics show that 49.96% of the total feeds on Weibo are concerned with the entertainment industry.  
  • Group thinking, like to ‘团购’ (group purchase), and like to behave and think according to a group or a particular class to feel safe and secure.
  • The language people use in China is continuously changing, and there are new words invented almost every single week. This makes social media incredibly exciting, time-bound and complicated as you want to ride on the right tides to catch people’s attention on the Internet.
  • The class difference in China is gradually becoming more evident. The class segmentation is based on the income and fixed asset level, and marketing towards the different income brackets must be specified.


If you’d like to know more about the process, please read our blog: Marketing in China: How to Succeed with Market Research & Buyer Persona Development.