(Source: https://pltfrm.com.cn)
Introduction
China is no longer a market where global reputation alone guarantees success. For international companies, entering or scaling in China demands brand strategies that are locally relevant, digitally native, and culturally precise. This is where expert brand strategy consultants come in—helping brands realign their core identity with local consumer expectations, platform behaviors, and competitive realities. In this article, we examine how consulting partners provide international brands with the strategy and execution framework needed to lead in China.
1. Localizing Brand DNA for Cultural and Competitive Relevance
1.1 Contextualizing Global Positioning
Brand consultants take your global value proposition and adapt it into a China-relevant narrative. This could mean shifting from “heritage and legacy” to “prestige and innovation,” or aligning with Chinese notions of wellness, aspiration, or family.
1.2 Visual and Verbal Localization
Visual aesthetics, naming conventions, and tone of voice all matter. Consultants ensure your brand guidelines translate appropriately into Chinese, balancing global brand consistency with local impact.
2. Identifying the Right Market Entry Points
2.1 Tier-Based City Entry Strategy
Strategy consultants segment markets by region and city tier, advising brands whether to launch in Tier 1 cities for brand equity or Tier 2–3 for faster conversion and category growth.
2.2 Community and Demographic Targeting
Beyond age and income, Chinese audiences can be grouped by platform preferences, micro-interests, and cultural triggers. Consultants use this granularity to shape brand strategy around the right communities from the outset.
3. Platform-Specific Brand Playbooks
3.1 Mapping Platform Roles in the Brand Funnel
Each digital channel in China plays a unique part in the customer journey. Consultants define how your brand should behave on Xiaohongshu (UGC discovery), Douyin (entertainment and recall), and WeChat (relationship and retention).
3.2 Influencer Integration and Narrative Design
Brand consultants collaborate with KOL and KOC teams to align content themes with strategic goals, ensuring influencers amplify—not dilute—brand positioning.
4. Brand Portfolio Structuring and Messaging Strategy
4.1 Brand and Sub-Brand Architecture
International companies often enter with multiple product lines. Strategy experts build brand hierarchies that are easy for Chinese consumers to navigate—organizing by benefit, lifestyle, or price tier.
4.2 Message Prioritization by Channel
Consultants structure which brand messages are pushed on which platforms—e.g., product education on Tmall PDPs, emotional storytelling on Xiaohongshu, functional value on WeChat articles.
5. Launch and Brand Building Through Continuous Refinement
5.1 Strategy-to-Execution Mapping
Consultants build roadmaps that connect strategy to execution—covering go-to-market plans, ecommerce integration, channel guidelines, and measurement frameworks.
5.2 Iteration Based on Brand Performance
Post-launch, consultants work with international companies to adjust messaging, content cadence, and community-building efforts based on platform metrics and qualitative user feedback.
Case Study: LEGO’s Cultural Repositioning in China
LEGO’s China strategy was refined in partnership with brand consultants who helped shift the narrative from “educational toy” to “family bonding experience.” Through localized campaign storytelling and integration with traditional festivals, the brand gained cultural relevance beyond Tier 1 cities. By aligning its brand strategy with Chinese values and parenting goals, LEGO experienced double-digit annual growth and became one of the top toy brands in digital retail channels.
Conclusion
In China, success doesn’t come from scale—it comes from strategic alignment. Brand strategy consultants provide international companies with the frameworks, insights, and cultural adaptation needed to stand out in a saturated landscape. With the right guidance, global brands can enter China not as outsiders, but as relevant, respected leaders.
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!
