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OpenRice Maps Its China App Market Opportunity

 How WPIC helped OpenRice analyse China’s mobile app landscape, identify target audiences, and develop a market-entry strategy.

Industry

Key Deliverables

Openrice case study

About OpenRice

OpenRice is a Hong Kong-based dining platform providing restaurant information, reviews and discovery tools.

The company partnered with WPIC to better understand China’s mobile app landscape and determine how to position and promote its platform in the market.

Understanding a Complex App Market

OpenRice needed a clearer view of where its strongest opportunities existed within China’s highly competitive mobile ecosystem.

The research needed to identify promising audience segments, understand the competitive landscape and determine which app stores, media channels, and promotional approaches offered the greatest potential.

Before collecting the data, WPIC worked with OpenRice stakeholders to define the key commercial questions the research needed to answer.

Analysing the Market at Scale

WPIC used Discripto®, its proprietary data and analytics technology, to collect and analyse more than 200,000 data points over a 30-day period. The research examined leading apps, search demand, paid search competition, competitor positioning, and promotional activity across the market.

WPIC also assessed potential app-store and media partners based on factors including reach and promotional opportunities.

The resulting analysis gave OpenRice a detailed snapshot of the competitive environment and where opportunities or risks were emerging.

Identifying Audiences and Positioning

WPIC segmented potential users and developed audience priorities to help OpenRice determine where marketing investment could have the greatest impact.

The analysis also informed recommendations around app positioning, functionality and features for the China market.

Rather than treating the market as a single audience, the strategy identified different user groups and evaluated how OpenRice could appeal to each.

Building the Go-to-Market Plan

The research was translated into specific recommendations covering market positioning, promotional channels and future growth.

WPIC developed plans spanning content marketing, search, display advertising, influencer outreach, and app-store promotion, giving OpenRice a framework for reaching prospective users both inside and outside app marketplaces.

The Results

OpenRice received a detailed view of China’s app landscape, including competitor analysis, user profiles, market forecasts, and growth recommendations.

The project gave the company an evidence-based foundation for deciding how to position the app, which audiences to prioritise and where to focus marketing investment in China.

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