(Source: https://pltfrm.com.cn)
Introduction
The biggest mistake overseas brands make in China is using direct translations of their global tone of voice. Chinese consumers expect communication that feels warm, modest, and relationship-oriented—not bold, disruptive, or overly confident. Here are the exact tone principles and copy frameworks winning hearts in 2025.
- Warmth and Approachability as Default
1.1 “Big Sister/Little Sister” Relational Tone Friendly Guidance Style: Copy speaks as a trusted friend sharing discoveries (“I’ve been using this lately and it’s really gentle on my skin…”) rather than authoritative expert claims. This builds instant emotional proximity. Inclusive Language Patterns: Heavy use of “我们” (we/us) and “一起” (together) creates belonging—Chinese consumers want to feel part of a community, not targeted as individuals.
1.2 Humble Confidence Expression Understatement Over Exaggeration: Replace “revolutionary” or “best ever” with gentle suggestions like “quietly changed my routine” or “you might like this too.” This modesty aligns perfectly with cultural values. - Emotional Connection Through Shared Values
2.1 Family and Social Context Relational Benefit Focus: Product benefits are framed through impact on loved ones (“makes family meals more enjoyable” even for personal care items). This indirect approach feels authentic and caring.
2.2 Seasonal and Cultural Rhythm Festival-Integrated Voice: Brand tone naturally shifts—becoming warmer and more generous during Spring Festival, youthful and romantic around 520—demonstrating deep cultural understanding. - Platform-Specific Tone Adaptation
3.1 Douyin: Playful Yet Relatable Light Self-Deprecation: Short video scripts use gentle humor about everyday struggles (“Another overtime night saved by this…”) that invite laughter and empathy.
3.2 Xiaohongshu: Sincere Sharing Long-Form Confessional Style: Notes adopt intimate, diary-like tone with honest pros and cons—building trust through vulnerability rather than perfection. - Copy Length and Rhythm
4.1 Poetry-Inspired Cadence Balanced Sentence Structure: Chinese copy favors rhythmic, parallel structures and gentle repetition that feel naturally elegant when read aloud—an unconscious preference rooted in classical literature.
Case Study: A Swiss Watch Brand’s Tone Transformation in China
An overseas luxury watchmaker replaced its global “precision engineering” voice with a warm, generational story tone: “A quiet companion that witnesses every important moment, from first job to child’s graduation.” All copy adopted the intimate “big sister” sharing style across WeChat, Xiaohongshu, and Tmall. The relatable, emotionally rich expression led to a 250% increase in private domain additions and made the brand the most-mentioned imported watch in wedding-related content.
Conclusion
Brand voice in China succeeds when it feels like a trusted friend speaking from the heart rather than a company selling a product. Overseas brands that master warmth, modesty, and relational language build lifelong consumer relationships.
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!
