(Source: https://pltfrm.com.cn)
Introduction
For brands looking to thrive in the Chinese market, understanding and aligning with local consumer values is crucial. This article delves into effective strategies that can help overseas brands resonate with Chinese consumers by emphasizing shared values and beliefs.
- Understanding Cultural Values
1.1 Collectivism Over Individualism
In China, collectivism is a core cultural value, emphasizing group harmony and family ties over individual aspirations. Brands that align their messaging with collective well-being and social responsibility tend to resonate more deeply. This means promoting products as tools that enhance family life or community well-being can be more effective than positioning them as solely individual achievements.
1.2 The Importance of Tradition
Chinese consumers often value tradition and heritage. Brands should consider integrating traditional elements into their products and marketing strategies. This could mean incorporating traditional symbols, colors, or narratives that honor Chinese history and culture, making the brand feel more relatable and trustworthy.
- Building Trust Through Transparency
2.1 Open Communication
Transparency is vital for building trust with Chinese consumers. Brands must communicate openly about their practices, sourcing, and the values that drive their business. Regularly sharing behind-the-scenes insights through social media or blog content can foster a sense of authenticity that resonates well with consumers.
2.2 Ethical Practices and Social Responsibility
Chinese consumers are increasingly concerned about the ethical implications of their purchases. Brands that demonstrate commitment to social responsibility, whether through sustainable sourcing, community engagement, or charitable initiatives, can enhance their appeal. This alignment with consumer values not only builds trust but also creates a loyal customer base.
- Leveraging Local Influencers
3.1 Cultural Relevance Through Influencers
Collaborating with local influencers who embody the brand’s values can amplify its message. These influencers can help bridge the gap between the brand and its target audience, presenting the brand’s offerings in a culturally relevant manner. Choosing influencers who are authentic and respected within their communities can lead to a more profound connection with consumers.
3.2 Storytelling Through Influence
Influencers can share personal stories that align with the brand’s values, creating an emotional connection with their followers. By showcasing how a brand fits into their lifestyle, influencers can humanize the brand and enhance its relevance in the eyes of Chinese consumers.
- Adapting Messaging to Local Values
4.1 Highlighting Community Impact
Marketing messages that emphasize the positive impact a brand has on the community can resonate well. This might involve showcasing how purchases contribute to local charities or how the brand supports local artisans. By demonstrating a commitment to community well-being, brands can enhance their value alignment with Chinese consumers.
4.2 Emphasizing Family and Relationships
Campaigns that center around family values or relationships are likely to be well-received. This could include creating content that highlights family gatherings or celebrations, reinforcing the idea that the brand is a facilitator of meaningful moments in life.
Case Study: Procter & Gamble’s “Thank You, Mom” Campaign
Procter & Gamble (P&G) successfully aligned its brand values with those of Chinese consumers through its “Thank You, Mom” campaign during the 2020 Tokyo Olympics. The campaign celebrated the sacrifices and support of mothers, tapping into the deep-rooted cultural appreciation for family. By focusing on the emotional bonds between mothers and children, P&G strengthened its brand resonance in China, ultimately driving higher sales and brand loyalty.
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!
