(Source: https://pltfrm.com.cn)
Introduction
Global positioning almost always fails in China because it ignores emotional hierarchy, face dynamics, and rapidly shifting cultural codes. The smartest overseas brands treat China positioning as a complete reinvention driven by rigorous qualitative research. These five methods consistently produce positioning that Chinese consumers adopt and defend as their own.
- Social Circle Positioning Battles
1.1 Recreate Real WeChat Group Debates in Lab Method: Eight friends argue which overseas brand they would recommend for gifting, weddings, or daily use while researchers code status cues. Finding: Positioning that wins the “I would bring this to my boss’s house” test dominates the category. - Future-Self Visioning Workshops
2.1 “My Life in 2030” Co-Creation Sessions Outcome: A German functional beverage brand discovered Chinese consumers want to be seen as “disciplined yet indulgent” – leading to the breakthrough positioning “自律的松弛感” (disciplined relaxation). - Packaging & Name Semiotics Deconstruction
3.1 Consumer-Led Redesign Labs Result: Consumers instantly rejected English-only brand names that sounded “too hard to pronounce at dinner parties.” - Celebrity & Character Association Mapping
4.1 Forced-Choice Projection Exercises Insight: Being associated with the “wrong” Chinese celebrity archetype can cap a brand at Tier-3 perception forever.
Case Study: Italian Luxury Leather Goods – From “Old Money” to “New Money Darling”
A 90-year-old Italian leather brand was stuck in the “dad’s generation” corner. PLTFRM conducted 200 social-circle battles and future-self workshops in Beijing, Shanghai, and Chengdu. Core revelation: Young affluent Chinese consumers wanted heritage that feels “low-key but instantly recognizable to those who matter.” The brand launched the “隐贵系列” (hidden nobility series) with minimalist hardware and subtle red lining only visible when opened. It became the #1 imported leather gift on Xiaohongshu during 2025 wedding season, achieving 680% growth.
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 Asia account for 97% of the total exports. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
