How to Engage China’s Gen Z With Culturally Relevant Brand Moves

(Source: https://pltfrm.com.cn)

Introduction

Born between 1995 and 2010, China’s Gen Z is digitally native, socially aware, and brand-savvy. They are quick to engage—but even quicker to dismiss anything that feels fake or overly foreign. For overseas brands, connecting with Gen Z in China requires an entirely different marketing approach—one that values creativity, cultural nuance, and identity-driven content. In this article, we unpack the essential tactics to win this generation’s attention and loyalty.


1. Speak Their Visual and Emotional Language

1.1 Use Bold, Localized Visuals
Gen Z in China is drawn to vibrant aesthetics—neon hues, animated stickers, fast-paced edits, and meme culture. Whether it’s SaaS UI design or product packaging, visuals must spark curiosity while feeling culturally relevant.

1.2 Craft Emotion-Led Campaigns
Gen Z resonates with storytelling over selling. Whether you’re promoting a gaming app or a clean beauty brand, highlight user journeys, personal empowerment, or transformation—through short films, testimonials, or real-life content.


2. Choose Platforms Where Gen Z Lives

2.1 Prioritize Douyin and Bilibili
Douyin is where trends are born, and Bilibili is where they evolve. Douyin works well for viral outreach with short-form video, while Bilibili is ideal for longer, explainer-style content. SaaS brands can leverage Bilibili to create tutorial series, while lifestyle brands dominate on Douyin with influencer storytelling.

2.2 Leverage Xiaohongshu for Aspirational Discovery
Xiaohongshu is Gen Z’s go-to for self-expression, aesthetic validation, and niche product discovery. Work with nano- and micro-influencers who speak with authenticity and can turn your brand into part of their lifestyle.


3. Prioritize Co-Creation and Interaction

3.1 Invite Users to Participate
From filter design contests to UGC challenges, campaigns that give Gen Z creative ownership perform well. A SaaS tool might let users design themed templates, while a fashion brand could offer virtual styling challenges tied to giveaways.

3.2 Create Two-Way Dialogue
Open DMs, community groups, and comment-driven campaigns show that you’re listening. Use WeChat or WeCom to nurture deeper relationships, especially post-purchase or post-download.


4. Champion Social and Identity Causes

4.1 Align with Values Gen Z Cares About
Sustainability, gender equality, mental health, and entrepreneurship are just a few values that resonate with Gen Z. Campaigns that integrate these themes—authentically—build long-term brand loyalty.

4.2 Don’t Overplay “Foreignness”
While global origin can be a value, it shouldn’t overshadow local relatability. Collaborate with local artists, stylists, and tech partners to embed your brand in Gen Z’s cultural conversation.


5. Case Study: Australian EdTech App Builds a Gen Z Following

An Australian educational SaaS brand launched in China targeting university students. Instead of using formal ads, they worked with Bilibili student vloggers to document “study-with-me” routines using the app. They followed this with a Douyin campaign using relatable exam memes and a WeChat Mini Program that gamified revision. In just 45 days, app downloads increased by 280%, and 70% of users opted into the brand’s student community group.


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!
info@pltfrm.cn
www.pltfrm.cn


发表评论