(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-moving market, brands that align with emerging cultural trends outperform those relying on old playbooks. From micro-lifestyle movements to evolving aesthetic preferences, cultural trend discovery fuels campaigns that feel authentic, timely, and highly shareable. Here’s how overseas brands can master this art.
1. Tapping Into Emerging Subcultures
1.1 Community Listening on Social Platforms
- Approach: Monitor Douyin, Xiaohongshu, and Bilibili for new community formations — from “mountain hiking tribes” to “city runners.”
- Impact: Uncovers trend-driven narratives early for brand positioning.
1.2 Subculture Influencer Mapping
- Tactic: Identify niche KOLs who lead conversations within emerging subcultures.
- Benefit: Allows early and authentic brand partnerships.
2. Tracking Aesthetic Evolution
2.1 Visual Language Analysis
- Method: Study color palettes, editing styles, and design trends on social media feeds.
- Impact: Aligns campaign visuals with contemporary tastes.
2.2 Trend-Driven Product Customization
- Plan: Adapt packaging, product design, and digital creative based on aesthetic shifts.
- Benefit: Increases emotional relevance.
3. Connecting with Generational Codes
3.1 Gen Z Cultural Signals
- Strategy: Understand values like “individual expression,” “emotional wellness,” and “cultural nostalgia” that drive young Chinese consumers.
- Impact: Builds authentic emotional resonance.
3.2 Millennial Lifestyle Narratives
- Approach: Target emerging values like “smart living,” “eco-responsibility,” and “financial independence” for Millennial audiences.
- Benefit: Enhances cross-generational appeal.
4. Rapid Trend Testing and Validation
4.1 Pilot Trend-Based Mini Campaigns
- Tactic: Test trend hypotheses with small-scale WeChat or Douyin activations.
- Benefit: Validates cultural resonance before national rollout.
4.2 Sentiment Analysis Feedback Loops
- Plan: Monitor user comments and shares to assess emotional responses quickly.
- Impact: Enables rapid course correction.
Case Study: A Scandinavian Furniture Brand’s Trend-Driven Strategy
Spotting a rising “cozy minimalist” trend on Xiaohongshu, a Scandinavian furniture brand adapted its campaign visuals and tone. Their “Soft Living” campaign combined muted color tones, flexible furniture solutions, and relatable urban storytelling — leading to a 120% sales uplift during Double 11.
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!
