(Source: https://pltfrm.com.cn)
Introduction
When it comes to creative marketing in China, cultural nuance is everything. Chinese audiences engage with content that mirrors their aspirations, emotional values, and digital behavior. For overseas brands, aligning with these preferences is essential for effective storytelling and conversion. This article explores key visual, linguistic, and psychological traits that define Chinese creative preferences—and how to build campaigns that reflect them.
1. Narrative-Driven Visuals Outperform Standalone Design
1.1 Visuals That Tell a Micro-Story
Chinese consumers respond well to ads that unfold a story within a few seconds or frames. For example, a single image showing a rainy street, a cozy indoor tea scene, and a product subtly placed tells a more powerful story than a plain product pack shot.
1.2 Emotional Framing Over Aesthetic Perfection
Relatability often beats elegance. A slightly imperfect but authentic scene—like a young woman working late with a branded eye mask—connects better than a glossy studio image.
2. Everyday Life Is the Strongest Creative Anchor
2.1 Real-Life Routines in Focus
From skincare routines before bed to preparing lunchboxes for children, content tied to small rituals resonates strongly. These moments invite users to imagine your product in their daily life, not just admire it from afar.
2.2 Aspirational but Accessible
Luxury doesn’t mean unreachable. It means enhancement. Creatives should present the product as a way to elevate everyday life—not as a status symbol. This appeals especially to aspirational middle-class consumers in Tier 2 and Tier 3 cities.
3. Interactive and Participatory Elements Are a Must
3.1 Gamified Visuals or Formats
Polls, sliders, and swipeable carousels help increase user involvement. On Douyin, ads with embedded “pause-to-read” headlines or touch-activated effects see higher watch time and shares.
3.2 Influencer Participation and User Co-Creation
Invite influencers or users to contribute their own interpretations of the product experience. Hashtag challenges, “before and after” content, and reaction videos often outperform polished brand ads.
4. Sensory and Textural Appeal Is Culturally Significant
4.1 ASMR and Multi-Sensory Content
Food, beauty, and lifestyle ads often use crisp sounds (like tearing, pouring, or brushing) to trigger sensory satisfaction. Paired with close-up visuals, this format feels immersive and soothing.
4.2 Texture Descriptions in Copywriting
Chinese copy often emphasizes texture and feeling—words like “水润” (hydrating), “酥软” (soft), or “顺滑” (smooth) bring the product experience to life and influence perception more than features alone.
5. Case Study: An Australian Body Care Brand on Xiaohongshu
Launching with minimal, editorial-style visuals and vague English slogans, the brand saw low engagement. After partnering with a local creative team, they introduced diary-style posts with warm lighting, textured photography, and Mandarin captions describing the feeling of the lotion on skin. They also added ASMR videos for Douyin and highlighted daily self-care rituals. The result? Their saves increased by 400%, and the top-performing post received over 1,000 comments—many echoing the brand’s new tone as “治愈” (healing).
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!
