(Source: https://pltfrm.com.cn)
Introduction to Cultural Resonance
Cultural resonance is the heartbeat of brand storytelling in China. It’s about crafting narratives that not only reflect the brand’s identity but also resonate with the cultural values, history, and aspirations of Chinese consumers. This approach helps brands forge a deeper connection with their audience, building trust and loyalty through shared cultural understanding.
Honoring Traditions
Chinese culture is steeped in rich traditions, and brands that honor these traditions in their storytelling can create a strong emotional bond with consumers. For example, the tea brand Tianfu Tea weaves the ancient practice of tea drinking into its narrative, connecting with consumers who value tradition and heritage.
Festivals and Celebrations
Chinese festivals such as the Spring Festival, Mid-Autumn Festival, and Dragon Boat Festival are integral to the cultural fabric. Brands can create narratives around these celebrations, tapping into the collective joy and nostalgia associated with them. For instance, during the Spring Festival, brands might share stories of family reunions and the New Year’s renewal, resonating with the cultural significance of the holiday.
Family Values
Family is a central theme in Chinese culture, and brands that emphasize the importance of family in their stories can resonate deeply with consumers. Narratives that showcase the role of family in personal and professional success can create a sense of relatability and warmth. The smartphone brand Xiaomi often features stories of family connections and the role of technology in enhancing family life.
Innovation and Progress
China is a nation that values progress and innovation. Brands that communicate their commitment to innovation as part of their cultural narrative can align with this value. Huawei, for example, tells a story of technological advancement and national pride, resonating with the cultural ethos of progress and development.
Harmony with Nature
The concept of harmony with nature is deeply ingrained in Chinese philosophy. Brands can incorporate this theme in their storytelling by emphasizing their commitment to sustainability and environmental responsibility. The outdoor brand Toread tells a story of adventure and respect for the natural world, aligning with the cultural value of living in harmony with nature.
Cultural Icons and Symbols
Incorporating cultural icons and symbols in brand narratives can create a visual and emotional connection with consumers. Brands can use well-known motifs, colors, or characters that are meaningful in Chinese culture to enhance their storytelling. For example, the luxury brand Shang Xia uses traditional Chinese motifs in its designs and narratives, reflecting the brand’s appreciation for cultural heritage.
Language and Communication
The use of language is crucial in brand storytelling. Brands should ensure that their communication is not only in Mandarin but also reflects the nuances and subtleties of the language. This can help to create a more authentic and relatable brand image. For example, the skincare brand Pechoin uses poetic language in its marketing, evoking the cultural appreciation for beauty and elegance.
Social Responsibility
Chinese consumers increasingly value brands that demonstrate social responsibility. Brands can align their storytelling with this cultural value by showcasing their contributions to society and their commitment to ethical practices. The dairy brand Yili often highlights its social initiatives and support for local communities as part of its brand story.
Future Aspirations
Aligning brand narratives with China’s future aspirations can also be effective. Brands can tell stories that reflect the country’s ambitions for the future, such as technological leadership or cultural revival. This can help to position the brand as a partner in China’s journey towards progress.
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！
