(Source: https://pltfrm.com.cn)
Introduction
In China’s complex consumer market, brand development for overseas companies is about precision—not presence. To win trust and build equity, global brands must localize not just language, but positioning, visuals, and tone of voice. With rising digital expectations and nuanced regional preferences, leading overseas brands are relying on advanced development services to create brand strategies that are authentic, adaptive, and scalable across China. This article dives into how they’re doing it.
1. Align Global Value With Local Cultural Insight
1.1 Identify China-Specific Consumer Needs
Even a globally successful product may need repositioning in China. Understand what motivates your segment—whether it’s gifting utility, functional trust, or emotional identity.
1.2 Localize the “Why” Behind the Brand
Refine your brand story to answer: why should this brand matter to me in my Chinese context? Aligning your purpose with local values turns curiosity into loyalty.
2. Develop a Modular Brand Framework for Platform Consistency
2.1 Design Brand Assets for Multi-Platform Use
Each Chinese platform—from Douyin to Tmall—has its own content expectations. Create brand kits with visuals, taglines, and video templates that adapt across digital surfaces.
2.2 Maintain Strategic Consistency While Adapting Execution
Keep your brand’s core message intact while adapting execution per platform. For instance, short punchy slogans for Douyin, and long-form thought leadership for WeChat.
3. Leverage Chinese Consumer Input During Brand Development
3.1 Conduct Messaging A/B Testing on Native Channels
Test logo variations, product names, and slogans on Xiaohongshu or via paid Mini Program surveys. This provides real-time validation from your core audience.
3.2 Build Co-Creation Campaigns With Influencers or Early Users
Allow KOLs and early adopters to shape aspects of your brand—like packaging design or campaign themes. Co-ownership fosters deeper connection and advocacy.
4. Scale Brand Identity Across Online-Offline Integration
4.1 Launch Cross-Channel Storytelling Campaigns
Run brand stories across Douyin, WeChat, and Tmall with unified themes—tying digital and e-commerce efforts to build familiarity across touchpoints.
4.2 Use Pop-Ups and Retail Events for Brand Experience
In beauty, lifestyle, or food categories, bring your brand to life through retail experiences where customers can feel, try, and share. Offline impressions boost online resonance.
Case Study: Italian Jewelry Brand Refines Brand Strategy With Local Input and Platform Expansion
An Italian boutique jewelry brand entering China used localized market testing to reshape its brand identity. They replaced Western romantic tropes with storytelling centered on Chinese festivals and self-love. Through Xiaohongshu polls and KOL campaigns, they refined packaging and messaging, then expanded visibility via Tmall, livestreaming, and WeCom loyalty groups. Sales grew 4x after launch, with engagement rates outperforming local competitors on core platforms.
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!
