WenYu Brand Image Planning Co., Ltd. - Soluna™ Premium Apple Consumer Research in China
Company overview
WenYu Brand Image Planning (Shanghai) Co., Ltd. is a branding and marketing services firm headquartered in Shanghai. In this project, the company operates under the name Tribal Brands Asia, primarily responsible for consumer insights and pre-marketing research for Soluna™ Australian Sky Apple in the Chinese market. By integrating brand positioning, market communication, and consumer research services, the company helps brands understand local consumer needs and provides support in product feature development, content design, and marketing strategy formulation. This research specifically targets the premium imported apple segment, aiming to establish a foundational understanding of market awareness and consumer behavior ahead of Soluna™'s entry into key Chinese consumption scenarios and future marketing initiatives.
Research background
As consumer interest in healthy eating, imported foods, and premium lifestyles continues to grow, purchasing decisions for premium fruits have evolved beyond simple taste considerations to include factors such as origin, food safety, nutritional value, brand image, packaging design, and gifting appeal. Consumer preferences regarding apple size, packaging specifications, retail channels, and price premiums vary significantly depending on usage contexts—such as home consumption, daily sharing, or high-end gifting. Prior to launching its marketing campaign, Soluna™ needs to understand current consumer awareness of premium apple categories and related brands, identify key drivers influencing purchase and recommendation behaviors, and evaluate the market appeal of product features, Australian origin, and lifestyle-based messaging. This research will establish a clear consumer baseline for future brand communication and channel strategy development.
Research scope
In May 2026, CEIDEA Research was commissioned by WenYu Brand Image Planning (Shanghai) Co., Ltd. to conduct pre-marketing consumer research for Soluna™ in the Chinese market, utilizing an online quantitative survey method to collect data from target consumers in key cities including Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu. The primary study population consists of individuals who recently purchased premium imported fresh fruits for household use or as high-end gifts, and who demonstrate interest in health, natural, and premium food products. The research examines consumer behavior regarding premium apple purchasing channels, consumption habits, product specifications, packaging preferences, and price tolerance. It specifically analyzes consumer channel selection—such as warehouse membership stores, online fresh food platforms, premium supermarkets, and fruit chain stores—and investigates the influence of key product attributes including flavor and texture, fruit appearance, origin, nutritional value, food safety, brand reputation, and premium packaging on purchase decisions. The project will also assess the impact of limited-edition product offerings on purchase intent, measure consumer awareness, impressions, and recommendation intentions toward Soluna™ and other premium apple brands, and evaluate the market appeal of key product features such as wine-red sky-patterned skin, fresh and creamy white flesh, Australian origin, high antioxidant content, crisp and juicy taste, and resistance to oxidation and browning.
Expected outcomes
The project aims to establish a baseline of consumer awareness and purchasing behavior prior to the launch of Soluna™'s marketing campaign, clearly identifying key preferences among target audiences in premium apple consumption scenarios, channel selection, packaging specifications, taste expectations, and price premiums. It will identify critical factors influencing brand purchase decisions, recommendations, and sustained interest. Research findings will assist the brand in evaluating the communication value of different product features, import attributes, and lifestyle-related product offerings, and in understanding Soluna™'s current market positioning and potential opportunities within the premium apple segment. The results will provide quantifiable insights to support brand positioning, messaging strategy, packaging design, channel mix, and marketing activity optimization, and will serve as a unified reference point for evaluating future changes in brand awareness and consumer intent.
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