(Source: https://pltfrm.com.cn)
Introduction
Understanding Chinese consumers’ brand values is essential for long-term market success. Beyond features and price, consumers seek brands whose actions and messaging reflect their beliefs. This article outlines actionable steps for overseas brands to align products, campaigns, and digital touchpoints with the values Chinese consumers prioritize.
1. Map consumer values to product features
1.1 Identify key product-value connections.
For instance, a wellness product can emphasize health and safety, while a tech gadget can highlight innovation and convenience.
1.2 Communicate benefits clearly.
Demonstrate how product attributes reflect the values your audience cares about, creating stronger purchase motivation.
2. Localize messaging for credibility
2.1 Use culturally familiar examples.
Reference local traditions or scenarios that highlight your brand’s values. Cultural resonance enhances authenticity.
2.2 Leverage local language nuance.
Accurate translation and tone adaptation ensure messaging is interpreted as intended, avoiding miscommunication.
3. Highlight ethical practices and responsibility
3.1 Show transparency in sourcing and operations.
Chinese consumers increasingly value ethical sourcing and safety standards. Demonstrate commitment through certification or public disclosure.
3.2 Promote community or environmental initiatives.
Engage in activities that reflect corporate social responsibility, reinforcing your brand’s ethical image.
4. Build value-based engagement campaigns
4.1 Encourage participation and co-creation.
Invite customers to contribute ideas, stories, or feedback that align with shared values. Engagement strengthens loyalty.
4.2 Showcase success stories publicly.
Share examples where consumer involvement or brand initiatives made a measurable impact, reinforcing credibility.
5. Monitor perception and adapt
5.1 Track social sentiment around brand values.
Use platform analytics and reviews to understand how well values resonate.
5.2 Adjust campaigns dynamically.
Refine messaging, offers, and communications based on consumer response to maintain relevance and trust.
Case Study
A Scandinavian baby product company entering China emphasized safety, quality, and sustainability. They shared behind-the-scenes content about production and testing, ran interactive livestream sessions for parents, and partnered with family-focused influencers. Within months, the brand achieved high awareness in parenting communities and repeat purchase rates rose by 35%, reflecting alignment with consumers’ values.
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!
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