(Source: https://pltfrm.com.cn)
Introduction to Millennial Engagement
Chinese millennials, born between the early 1980s and the mid-1990s, are a key demographic for brands. They value authenticity, innovation, and cultural relevance. Crafting brand stories that resonate with this audience involves understanding their aspirations, lifestyle, and values, and creating narratives that speak directly to their experiences and desires.
Authenticity and Transparency
Millennials value brands that are open and honest about their practices and values. Brands like Patagonia, known for their commitment to environmental sustainability, resonate with this audience by sharing transparent stories about their corporate responsibility and ethical practices.
Innovation and Technology
Chinese millennials are avid adopters of new technology and appreciate brands that are at the forefront of innovation. Brands such as DJI, a leader in drone technology, tell stories that highlight their cutting-edge products and the impact they have on various industries, appealing to the tech-savvy millennial mindset.
Cultural Pride and Identity
Millennials often seek brands that reflect their cultural identity and pride. Brands like Qeelin, which incorporates Chinese cultural symbols in its jewelry designs, can create narratives that celebrate Chinese heritage and resonate with the millennial desire for cultural expression.
Social Impact and Responsibility
Millennials are increasingly conscious of social issues and prefer brands that contribute positively to society. Brands can resonate with this audience by sharing stories of their social initiatives and the positive impact they have on communities. Yili, a Chinese dairy company, often highlights its community support programs and environmental efforts in its branding.
Personal Growth and Self-improvement
Chinese millennials are focused on personal growth and self-improvement. Brands that align with this narrative can inspire and motivate this audience. For example, fitness brands like Keep tell stories of personal transformation and the journey towards a healthier lifestyle, which resonates with the millennial pursuit of self-betterment.
Digital Natives and Connectivity
As digital natives, Chinese millennials are highly engaged with online content and social media. Brands can leverage this by creating engaging digital narratives that connect with this audience through platforms like Weibo, WeChat, and Douyin. Xiaomi effectively uses social media to engage with its millennial audience, sharing stories of product innovation and user experiences.
Sustainability and Environmentalism
Millennials are increasingly concerned about environmental issues and prefer brands that prioritize sustainability. Brands can resonate with this audience by sharing stories of their sustainable practices and commitment to reducing their environmental footprint. H&M‘s Conscious Collection campaign in China is an example of storytelling that highlights sustainable fashion choices.
Global Outlook with Local Touch
Chinese millennials have a global outlook but appreciate brands that understand and respect local culture. Brands can create narratives that blend global perspectives with local insights, showcasing their understanding of Chinese millennials’ diverse interests and values.
Narrative Consistency
While tailoring stories to resonate with Chinese millennials, brands must maintain narrative consistency across all platforms. This ensures that the brand’s message is cohesive and recognizable, building trust and loyalty with the audience.
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！
