(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers increasingly reward brands that reflect their personal beliefs and lifestyle values. Understanding and reflecting these values in marketing campaigns can foster trust, loyalty, and higher lifetime value. This article outlines strategies for overseas brands to engage consumers through values-oriented messaging.
1. Identify the values that resonate most
1.1 Conduct comprehensive market research.
Leverage social media analytics, surveys, and focus groups to identify top values—like family, innovation, or sustainability. This helps prioritize messaging for maximum impact.
1.2 Focus on actionable values.
Select values that can be reflected in tangible product features, services, or campaigns, rather than abstract statements, ensuring authenticity.
2. Demonstrate commitment through actions
2.1 Align business practices with claimed values.
For example, if promoting environmental responsibility, ensure packaging and sourcing match the claim. Actions reinforce credibility.
2.2 Share behind-the-scenes insights.
Highlight processes, employee initiatives, or charitable efforts to show concrete proof of commitment to values.
3. Engage via interactive content
3.1 Use live streaming or interactive campaigns.
Showcase product benefits in real-time while highlighting the values behind them. Engagement increases retention and shares.
3.2 Encourage user-generated content.
Invite customers to post experiences that demonstrate shared values. Peer validation reinforces authenticity.
4. Adapt messaging across platforms
4.1 Tailor campaigns for platform norms.
WeChat, RED, and Douyin each require distinct storytelling approaches. Customize narratives to fit the format and audience.
4.2 Maintain consistent brand identity.
While adjusting for platforms, ensure the core values communicated remain unchanged. Consistency strengthens trust.
5. Evaluate and optimize
5.1 Track engagement metrics by value theme.
Measure likes, shares, and comments linked to specific value-oriented campaigns.
5.2 Iterate quickly for stronger resonance.
Refine campaigns using performance data to ensure messaging aligns with evolving consumer preferences.
Case Study
A US lifestyle brand launched a campaign in China emphasizing innovation and social impact. They produced interactive livestreams and encouraged followers to submit ideas for local charitable initiatives. Engagement increased by 50% and conversion rates for new products improved by 28%, showing that value-driven campaigns directly influence both perception and sales.
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!
info@pltfrm.cn
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