(Source: https://pltfrm.com.cn)
Introduction
For international brands entering the Chinese market, legacy storytelling is a compelling way to stand out. Chinese consumers, particularly younger generations, are drawn to authentic stories that reflect tradition, resilience, and values. This article highlights effective strategies to strengthen your market position by leveraging your brand’s heritage.
1. Align Your Heritage with Chinese Values
1.1 Emphasize Cultural Parallels
Identify aspects of your brand’s history that align with Chinese cultural values, such as family, tradition, and harmony. For instance, a food brand could highlight recipes passed down through generations, resonating with the importance of ancestry in Chinese culture.
1.2 Showcase Responsibility and Sustainability
Chinese consumers increasingly value brands that contribute positively to society and the environment. Frame your legacy as one of social responsibility to align with these values.
2. Create Heritage-Focused Events
2.1 Launch Immersive Brand Experiences
Host pop-up exhibitions or brand history showcases in major Chinese cities like Beijing or Shanghai. These events can feature interactive displays that take consumers through your legacy.
2.2 Integrate Heritage into Local Festivals
Leverage the popularity of Chinese festivals, such as Mid-Autumn Festival or Lunar New Year, to create themed campaigns that tie your brand’s story to these celebrations.
3. Build Community Through Digital Platforms
3.1 Share Legacy Stories Through Livestreams
Livestreaming is highly popular in China. Use it to connect directly with your audience by sharing stories of your brand’s history and engaging in real-time Q&A sessions.
3.2 Engage in Social Media Challenges
Encourage consumers to participate in challenges that relate to your brand’s history, such as sharing memories or creating content inspired by your legacy.
4. Appeal to Nostalgia While Modernizing
4.1 Blend Tradition with Modernity
Highlight how your brand has evolved with the times while staying true to its roots. This balance appeals to Chinese consumers who value innovation but appreciate heritage.
4.2 Offer Heritage-Driven Innovations
Develop products or campaigns that integrate your history with modern trends. For example, a beverage company might reintroduce a classic drink recipe in a trendy, contemporary format.
Case Study: An Italian Leather Brand Builds Loyalty in China
An Italian leather brand with a 150-year history successfully expanded in China by showcasing its dedication to craftsmanship and tradition. They partnered with local artisans to create a limited-edition product line blending Italian leather techniques with Chinese design elements, such as dragon and phoenix motifs. The brand promoted these through a WeChat mini-program and collaborated with key opinion leaders (KOLs) to highlight the craftsmanship story. This initiative resulted in a 60% boost in sales and established the brand as a premium choice among affluent Chinese consumers.
Conclusion
Legacy storytelling is an essential tool for strengthening your brand’s market position in China. By aligning your narrative with Chinese values, creating heritage-focused experiences, and using innovative digital strategies, brands can connect deeply with Chinese consumers while reinforcing their credibility and trustworthiness.
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!