(Source: https://pltfrm.com.cn)
Introduction
China’s digital ecosystem is unique, and creating effective ad creatives requires understanding its specific platforms and user behaviors. This article outlines the critical considerations for designing ads that appeal to Chinese consumers.
- Localize Your Messaging
1.1 Adapting Language and Tone
Language in China is deeply tied to culture, and using Mandarin Chinese in an authentic, culturally relevant way is crucial. Avoid direct translations of English slogans or messages, as they may not resonate with local consumers. Brands must adapt both language and tone to match local preferences—considering regional dialects and slang.
1.2 Incorporating Local Trends and Holidays
Leveraging local trends or festivals like Chinese New Year or Singles’ Day in your ad creative can make a big impact. These occasions are deeply ingrained in Chinese culture, and brands can align their messaging with the celebrations to increase relevance and consumer engagement. - Highlighting Value and Quality
2.1 Trust and Credibility
Chinese consumers place a high value on product quality and brand reputation. Ad creatives should emphasize these aspects, showcasing certifications, awards, and customer testimonials to build trust. For example, many Chinese consumers rely on third-party reviews or KOL endorsements to validate a product’s quality.
2.2 Highlighting Product Benefits Over Features
Unlike Western advertising, which often focuses on a product’s features, Chinese ads tend to highlight how the product will improve the consumer’s life. Demonstrating practical benefits and how the product fits into the lifestyle of Chinese consumers can drive more significant emotional connections. - Maximizing the Use of Visual Storytelling
3.1 Using High-Quality Visuals
Chinese consumers are highly visual, and ad creatives that use high-quality images and videos are more likely to catch their attention. It’s important to use bright, engaging visuals that stand out and immediately convey the product’s benefits.
3.2 Telling a Story
Storytelling is a powerful tool in Chinese advertising. Crafting a narrative that connects with local values, emotions, or aspirations is an effective way to captivate the audience. Whether it’s through short videos or live-streamed events, creating a narrative around the brand can foster a deeper connection with Chinese consumers. - Case Study
A luxury skincare brand collaborated with a popular Chinese live-streaming platform to host a 24-hour event showcasing its products. The ad creative focused on storytelling, showing how the products were made, their benefits, and consumer success stories. The campaign generated 10 million views and a 40% increase in product sales during the event.
Conclusion
To succeed on China’s digital platforms, ad creatives must be localized in language, tone, and visual elements. By emphasizing quality, leveraging local trends, and using storytelling techniques, brands can craft ads that resonate with Chinese consumers.
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!
