(Source: https://pltfrm.com.cn)
Introduction
In China, rational advertising is losing ground fast. Today’s consumers—especially Gen Z and young families—buy with emotion and justify with logic. Overseas brands that master emotional branding are seeing 4–8× higher brand loyalty and repeat purchase rates than those still pushing features and price. Here are the emotional frameworks that actually move the market in 2025.
- The Four Core Emotions That Trigger Purchase
1.1 Belonging & Social Recognition Winning Formula: Show how owning the product elevates social status among peers—campaigns built on “being seen” outperform by 320% on Xiaohongshu.
1.2 Nostalgia & Childhood Memory Trigger: Reconnect adults with their 90s/00s childhood (classic cartoons, old songs, schoolyard scenes)—emotional save rate jumps 400%. - Family-Centric Emotional Storytelling
2.1 Parent-Child Bond as Universal Lever Execution: Every major holiday campaign now centers on “giving the best to my child/parents”—conversion lifts average 180% during 618 and Double 11.
2.2 Multi-Generational Family Scenes Trend: Ads showing three generations together create instant warmth and trust, especially powerful for health and food categories. - Emotional Private Domain Building
3.1 From Transaction to Relationship Strategy: Use WeChat groups and Video Channels to share emotional micro-moments (customer stories, behind-the-scenes gratitude), driving 30–50% monthly repurchase rates.
3.2 Member-Exclusive Emotional Content Tactic: Release “only our family sees this” videos—members feel chosen, not sold to. - Real-Time Emotional Event Marketing
4.1 24-Hour Emotional Response System Speed: Brands that react to national emotional moments (sports victories, natural disasters, festivals) within hours see 10–30× normal engagement.
Case Study: New Zealand Dairy Brand “N” 2025 Mid-Autumn Festival Campaign
Brand N launched the theme “The Taste That Brings Children Home” featuring real overseas Chinese families reuniting. The campaign used childhood mooncake memories and parent-child voice messages. Results in 15 days: • 920 million organic views across Douyin and WeChat • Brand favorability ↑ 285% among 25–40 parents • Tmall sales ↑ 680% YoY • 1.8 million new private domain members added through “send a message to your parents” mechanic
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 helping overseas brands succeed in China for over a decade with data-driven creative localization. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
