(Source: https://pltfrm.com.cn)
Introduction
The difference between “selling in China” and “belonging in China” is creative localization. The most successful overseas brands today are those that reinvent themselves with Chinese creativity, humor, and aesthetics while staying true to their global soul.
1. Building a “Chinese Soul” for Global Brands
1.1 Co-Creation with Local Creative Talent Chinese creative director model: Place a local creative lead at the center of global campaigns for China-first execution. Street culture immersion: Regular “field trips” with Shanghai/Beijing Gen-Z creatives to capture emerging slang, aesthetics, and attitudes.
2. Meme-Ready Brand Personality
2.1 Developing a Sense of Humor That Travels Locally Self-aware content: Brands that gently mock themselves using Chinese internet humor (e.g., “社恐友好”, “电子榨菜”) win massive relatability.
3. Limited-Edition Collaboration Mastery
3.1 IP Crossovers That Feel Natural Cultural bridge collaborations: Pair with trending Chinese designers, animated IPs, or traditional heritage elements in unexpected ways. Scarcity storytelling: Turn every drop into a cultural event covered by fashion and lifestyle media.
4. Data-Driven Creative Iteration
4.1 Weekly Performance Creative Sprints Real-time optimization: Test 20+ creative variations every week on Douyin and Xiaohongshu, kill 80%, double down on winners.
Case Study: A Scandinavian Furniture Brand Transformed into a “City Wellness Sanctuary”
Known globally for minimalist functionality, the brand struggled with “cold” perception in China. PLTFRM repositioned it as “北欧治愈” (Nordic healing) for stressed urban professionals. We launched the “24-hour Slow Living” campaign with artist collaborations, Douyin ASMR content series, and healing-themed pop-up apartments in Shanghai & Chengdu. Result: 450% increase in brand searches, became top 3 imported furniture brands on Tmall within one year.
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!
