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Introduction
For overseas brands, effectively communicating their legacy and heritage is essential to resonate with Chinese consumers. This article explores strategies that brands can implement to convey their unique stories while adapting to local cultural nuances.
1. Storytelling Through Cultural Narratives
1.1 Crafting a Compelling Narrative
Developing a narrative that highlights the brand’s origin, values, and evolution is vital. This narrative should be framed in a way that connects with Chinese cultural values, such as family, tradition, and craftsmanship, creating a deeper emotional connection with consumers.
1.2 Utilizing Local Symbols and Icons
Incorporating familiar symbols, legends, or historical references can enhance the relatability of the brand story. For instance, using elements from Chinese folklore can make the brand’s narrative more engaging and culturally relevant, fostering a sense of familiarity and trust among local consumers.
2. Engaging Digital Content
2.1 Multimedia Storytelling
Using various media formats—such as videos, podcasts, and interactive infographics—can bring the brand story to life. Video content, particularly, is highly engaging and can evoke emotions, allowing consumers to connect more profoundly with the brand’s heritage.
2.2 User-Generated Content
Encouraging customers to share their experiences with the brand can create a sense of community and authenticity. User-generated content not only enhances engagement but also serves as social proof, reinforcing the brand’s legacy through real-life testimonials and stories.
3. Collaborations with Local Influencers
3.1 Strategic Partnerships
Collaborating with local influencers who resonate with the brand’s values can help amplify the message. These influencers can authentically communicate the brand’s heritage, leveraging their credibility to build trust among their followers.
3.2 Cultural Ambassadors
Selecting influencers who embody the brand’s values can create a powerful connection with consumers. By sharing personal stories or experiences related to the brand, these ambassadors can enhance the authenticity of the brand’s narrative in the local market.
4. Case Study: Johnnie Walker’s “Keep Walking” Campaign
Johnnie Walker effectively communicated its heritage through the “Keep Walking” campaign in China. The brand highlighted its Scottish roots and craftsmanship while integrating local cultural elements. By collaborating with well-known Chinese celebrities and sharing their personal stories related to perseverance and ambition, Johnnie Walker successfully resonated with Chinese consumers, leading to a significant increase in brand affinity and sales.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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