(Source: https://pltfrm.com.cn)
Introduction
Creative success in China doesn’t come from guesswork—it comes from deep understanding. While global branding principles still matter, Chinese consumers expect tailored aesthetics, emotional tones, and storytelling styles that reflect their local culture. For overseas brands entering the market, decoding these preferences is the first step toward effective marketing. This article explores what makes creative content resonate in China—and how to align your campaigns with local expectations.
1. Visual Language That Resonates
1.1 Clean Layouts with Centered Focus
Chinese users, particularly on mobile, prefer uncluttered design. A strong central visual (usually product-focused or face-centered) surrounded by negative space draws more attention and improves shareability.
1.2 Preferred Color Psychology
Red represents luck and urgency, gold signifies quality, and soft pastels are common in beauty and lifestyle sectors. Brands should adopt color schemes that match both category conventions and seasonal themes (e.g., jade green for spring).
2. Content That Blends Usefulness and Emotion
2.1 Practical Content Has Higher Share Value
Tutorials, how-to guides, and “Top 3 tips” style posts tend to outperform pure promotional content. For instance, “How to organize your fridge before Chinese New Year” will earn more saves than a product demo.
2.2 Emotional Triggers Rooted in Daily Life
Themes like family responsibility, personal transformation, and aspirations for success are highly effective. Showing the product in relatable settings—like sharing snacks during overtime or gifting during holidays—builds trust.
3. Language and Humor Preferences
3.1 Casual, Humanized Mandarin
Chinese consumers appreciate soft, conversational Mandarin over formal or corporate tones. Even B2B SaaS ads are more effective when phrased in clear, approachable language.
3.2 Meme and Trend Adaptation
Successful creatives often borrow from popular slang or formats—like “整顿职场” (workplace detox) or “打工人” (working class hero)—to increase relatability. But overuse can backfire, so always test locally.
4. Regional and Demographic Sensitivities
4.1 Tiered City Preferences
What works in Shanghai might not land in Chengdu. First-tier city audiences value minimalism and global sophistication; lower-tier cities respond better to bright visuals, clear CTAs, and direct messaging.
4.2 Generational Gaps in Aesthetic Taste
Gen Z prefers playful design, animated elements, and bold fonts. Millennials tend to like clean storytelling and subtle humor. Use persona-based segmentation to shape your creative assets accordingly.
5. Case Study: A U.K. Organic Tea Brand Adapts to Local Taste
Initially launching with muted visuals and poetic taglines, this British tea brand received lukewarm response. After local research, they introduced content showing the product in typical Chinese settings—served with dim sum, gifted during holidays, and consumed during study sessions. They also used Mandarin copy written by a local team and adopted Douyin-style video cuts. The result: engagement rates tripled and user comments expressed relatability, with many saying, “终于有懂我们生活方式的品牌了” (“Finally, a brand that understands our lifestyle”).
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!
