(Source: https://pltfrm.com.cn)
Introduction
In China’s hyper-competitive landscape, brands that succeed over the long term are those that localize deeply without losing their global essence. For international companies, brand development isn’t a one-time launch—it’s an ongoing process of adaptation, storytelling, and digital integration. This article outlines how international companies are using brand development services in China to create enduring relevance and cultural resonance with Chinese consumers.
1. Start With Strategic Brand Localization
1.1 Conduct Brand Equity Audits in Local Contexts
Evaluate your brand’s current perception through social listening, sentiment analysis, and platform-based surveys. This informs whether to reposition, refresh, or reintroduce your brand.
1.2 Adapt Taglines, Symbols, and Naming Structures
A great brand name or slogan in English may not work in Chinese. Tailor language to be emotionally evocative, culturally relevant, and phonetically appealing for maximum recall.
2. Build Brand Architecture That Scales
2.1 Define Sub-Brands or Local Campaign Identities
Global master brands may need localized campaign identities to connect with specific audiences—especially in lifestyle, F&B, or fashion sectors.
2.2 Create Modular Brand Systems for Cross-Channel Use
Your branding should be easily adapted for livestreaming banners, influencer content kits, Mini Program interfaces, and offline signage without losing integrity.
3. Localize Visual Storytelling Across the Shopper Journey
3.1 Map Out Branded Content for Each Funnel Stage
From Xiaohongshu awareness posts to Douyin engagement videos and WeChat conversion offers—build narrative continuity across all stages of the consumer journey.
3.2 Use Emotionally Anchored Imagery
Incorporate themes that resonate locally—such as family, nature, achievement, or nostalgia—to enhance emotional relevance in product shoots and lifestyle content.
4. Co-Create With Local Brand Advocates
4.1 Launch Collaborative Capsule Collections or Editions
Partner with Chinese designers, artists, or creators to launch limited editions that localize brand relevance while generating buzz and urgency.
4.2 Involve Brand Communities in Creative Testing
Use Mini Programs or private WeCom groups to test new logos, packaging, or campaign themes. Community feedback strengthens loyalty and improves creative outcomes.
Case Study: Canadian Home Fragrance Brand Rebuilds Identity for China Expansion
A premium fragrance brand from Canada entering China partnered with a local agency to reimagine its branding around “rituals of calm.” They redesigned packaging with jade tones and poetic Mandarin copy, launched a Xiaohongshu content series about scent and emotion, and co-created a Lunar New Year scent with a Chinese calligrapher. Their Douyin shop saw 4x sales growth during its first quarter after relaunch.
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!
