Exploration and exploitation of customer relationship management for Chinese consumer behavior within Xiaohongshu Online Platform

Abstract

The significant growth and expansion of China's e-commerce are exceptionally promising. We perceived that e-commerce does not mold consumer behavior and purchasing patterns but also facilitates cross-border trade and cultivates international business relationships. Many Thai products are flooding into the Chinese market. Therefore, this research explores the factors influencing consumer purchasing behavior on social e-commerce platforms, focusing on Xiaohongshu. The research objectives are to 1) analyze and explore the gap in Chinese consumer behavior, 2) clarify significant factors towards consumer product selection, and 3) propose customer relationship management canva of product selection of Chinese consumers. The Methodology applied a systematic literature review focusing on consumer behavior theory. Data-driven methods and customer relationship management can be used to propose guidelines for Thai entrepreneurs regarding China's consumer product selection. This research output significantly contributes to consumer behavior, social commerce, and cross-border e-commerce knowledge. It offers valuable insights and guidance for future industry practices, with the knowledge needed to navigate the complex landscape of Chinese consumer behavior and social e-commerce platforms. Additionally, the study will segment consumer types, enabling Thai merchants to devise targeted marketing strategies for their intended consumers and capture the Chinese market. Despite gaining valuable insights, the study acknowledges limitations, including sample selection bias and cultural interpretation barriers. Future research should focus on diversifying sample selection, conducting longitudinal studies, and employing real-time data collection methods to address these limitations.