(Source: https://pltfrm.com.cn)
Introduction
Understanding and aligning with Chinese consumer culture is a crucial element of successful advertising in China. Brands must avoid a one-size-fits-all approach and consider the unique cultural nuances that resonate with Chinese audiences. In this article, we’ll explore how brands can adapt their messaging to align with Chinese cultural values for greater success.
1. Embrace Chinese Family Values in Advertising
1.1 Family-Oriented Messaging
In China, family is a central value. Advertisements that feature multi-generational families or highlight familial bonds tend to be well-received. For example, IKEA’s campaigns in China often feature families coming together for dinner or decorating a home, invoking emotions tied to togetherness and domestic harmony.
1.2 Honor the Elderly
Respect for elders is deeply embedded in Chinese culture. Brands can showcase respect for older generations by featuring them in their campaigns. A great example is China’s domestic smartphone brand, Huawei, which regularly includes older generations in its advertisements to reflect this cultural reverence.
2. Leverage Traditional Chinese Festivals in Campaigns
2.1 Cultural Tie-ins During Major Holidays
Chinese New Year and Mid-Autumn Festival are key moments for brands to create targeted campaigns. Coca-Cola, for example, runs special ads during the Spring Festival that focus on family reunions, evoking strong cultural sentiments. These ads often feature red decorations, lucky symbols, and themes of prosperity.
2.2 Storytelling Through Folklore
Utilizing Chinese myths or traditional stories can create strong emotional connections. For instance, KFC’s Chinese New Year ads feature the mythological tale of the Kitchen God, blending cultural elements with their brand’s message of family unity and good fortune.
3. Sensitivity to Language and Symbolism
3.1 Choose Words Carefully
Language plays a critical role in Chinese advertising. Certain words, phrases, or even tones can trigger positive or negative associations. For example, the color red symbolizes good fortune, while the number eight is considered lucky. McDonald’s in China creatively uses these elements to position itself as a brand that brings luck and happiness.
3.2 Avoid Negative Connotations
Brands must ensure that their language doesn’t have unintended negative meanings. For instance, in Chinese, the word “four” sounds like the word for “death.” Brands need to avoid using this number or any word that could be misinterpreted in a negative way.
4. Understanding the Importance of Guanxi (Relationship Building)
4.1 Building Trust with Consumers
Guanxi, or personal relationships, is key to successful business in China. Brands must build long-term relationships and not only rely on transactional advertising. Companies like Alibaba foster guanxi through their platforms by connecting brands directly with consumers and providing personalized shopping experiences.
4.2 Influencer Partnerships
Influencer marketing is a powerful tool for relationship building in China. Local influencers, or KOLs (Key Opinion Leaders), help brands develop guanxi by endorsing products and services. This approach is especially effective with the younger demographic, where trust in influencers often trumps trust in traditional advertising.
5. Integrating Chinese Technology and Digital Preferences
5.1 Mobile-First Strategy
Chinese consumers are mobile-centric, with WeChat, Weibo, and Douyin (TikTok in China) being their go-to platforms. Brands should adapt by ensuring their ads are optimized for mobile screens and integrating with social media platforms. A good example is Tencent’s integration of ads within WeChat, which seamlessly blend into users’ daily experiences.
5.2 Short-Form Video Content
Short-form video content is highly effective in China, particularly among younger audiences. Brands should create content that aligns with platforms like Douyin and Kuaishou, which thrive on engaging, fun, and visually stimulating content. A strong example is Xiaomi, which frequently uses short-form videos to promote product features and engage with its audience in a light-hearted way.
Case Study: The Success of Nike’s “For Every Victory” Campaign in China
Nike’s “For Every Victory” campaign successfully resonated with Chinese audiences by embracing the nation’s values of hard work, perseverance, and community. The ad featured both local athletes and cultural symbols, highlighting the importance of victory, not only on the field but also in everyday life. The campaign used traditional Chinese motifs like dragon imagery while maintaining Nike’s global brand voice, striking the perfect balance of cultural adaptation and brand consistency.
Conclusion
Cultural adaptation in Chinese advertising is not a simple task, but it is essential for brands seeking to engage Chinese consumers. By embracing local cultural values, respecting traditions, and leveraging technology, brands can create effective campaigns that resonate deeply with Chinese audiences.
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!
