(Source: https://pltfrm.com.cn)
Certainly, when marketing to Chinese consumers, especially on platforms like Pinduoduo, being aware of cultural nuances is crucial. Avoiding taboos and understanding sensitivities can prevent unintended misunderstandings and help your brand resonate better. Here are some taboos and cultural sensitivities to be aware of:
1. Historical and Political Sensitivities:
Avoid topics or imagery related to events like the Tiananmen Square protests, Taiwan’s political status, Tibet, or the Xinjiang region. It’s essential to approach these areas with caution and understanding.
2. Color Symbolism:
While red is considered lucky and auspicious, white is often associated with funerals and mourning. Ensure you use color appropriately in your marketing materials.
3. Number Superstition:
The number 4 sounds like the word for ‘death’ in Mandarin, so it’s often avoided. On the other hand, 8 is considered very lucky as it sounds like ‘prosperity’.
4. Religious Imagery:
Always approach religious symbols with respect. Misusing Buddhist, Taoist, or other religious icons can lead to significant backlash.
5. Avoiding Stereotypes:
Avoid perpetuating stereotypes about Chinese culture or other cultures. Always aim for authenticity and respect in your portrayal.
6. Family Respect:
The family unit is of great importance in Chinese culture. Always represent families in a positive and respectful manner.
7. Celebrity Endorsements:
While using local celebrities can be effective, it’s crucial to understand their public image thoroughly. A scandal or negative publicity associated with a celebrity can impact the brand they’re endorsing.
8. Copycatting:
Ensure your products and marketing are original. Copying designs or campaigns from other brands can lead to loss of trust and potential legal issues.
9. Festivals and Holidays:
While leveraging festivals like Chinese New Year can be effective, ensure you understand the significance and traditions associated with them. Avoid superficial or incorrect portrayals.
10. Animal Welfare:
While attitudes are evolving, being sensitive to issues like animal testing or the use of animal products can be essential for certain market segments.
11. Cultural Symbols:
Dragons, phoenixes, and other cultural symbols are deeply rooted in Chinese history and mythology. Use them appropriately and avoid any disrespectful or cartoonish depictions.
12. Direct Comparisons:
While competition is fierce, avoid directly disparaging competitors in your marketing, as it might be seen as disrespectful.
13. Sensitivity to Scandals:
Chinese consumers can be particularly sensitive to product quality scandals or ethical concerns. Ensure transparency and swift action in addressing any issues.
By being culturally sensitive and informed, your brand can build stronger connections with Chinese consumers and navigate the vast e-commerce landscape more effectively.
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!
