(Source: https://pltfrm.com.cn)
Introduction to Cultural Relevance
In China, where culture plays a central role in consumer identity, crafting brand stories that resonate with local culture is essential. Culturally relevant brand stories not only capture the hearts and minds of Chinese consumers but also build a deeper connection with them. These narratives often draw from the rich tapestry of Chinese history, traditions, and societal values.
Respecting Traditions
Chinese consumers have a deep respect for their cultural traditions. Brands can create narratives that honor these traditions and showcase how their products or services are influenced by or contribute to them. For example, Shang Xia, a luxury brand, tells stories that blend Chinese artistry with modern design, appealing to the cultural pride of its consumers.
Incorporating 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 emotions and traditions associated with them. The confectionery brand Guangji Su, for instance, uses the story of the Moon Goddess during the Mid-Autumn Festival to promote their mooncakes, connecting consumers with the holiday’s rich history.
Using Cultural Symbols and Motifs
Incorporating cultural symbols and motifs in brand narratives can create a visual and emotional connection with the audience. These elements can be used to convey brand values or to create a sense of familiarity. Qeelin, a jewelry brand, uses the Chinese symbol of the panda in its designs, creating a narrative that resonates with the audience’s love for the endangered species.
Reflecting Modern Chinese Society
While respecting tradition, brands can also reflect the dynamic nature of modern Chinese society in their stories. This can include showcasing the country’s rapid development, the aspirations of its people, or the blend of tradition and modernity that defines contemporary China. Huawei often tells stories that highlight its role in China’s technological advancements, resonating with the nation’s pride in its progress.
Historical References
China’s rich history provides a wealth of material for brand narratives. Brands can reference historical events, figures, or eras that resonate with the audience. For example, the fashion brand Shang Xia uses traditional Chinese motifs in its designs, creating a narrative that bridges the past and the present.
Language and Communication
The use of the Chinese language and idioms can make brand stories more relatable and engaging. Brands can incorporate local expressions or proverbs that convey their message in a culturally resonant way. This can help to create a more authentic and localized brand image.
Sustainability and Harmony with Nature
Chinese philosophy often emphasizes harmony with nature, and brands can incorporate this value into their narratives. By highlighting their commitment to sustainability and environmental responsibility, brands can resonate with consumers who value these principles. The eco-friendly brand Shan Shui tells a story of sustainable fashion inspired by the natural landscapes of China.
Celebrating Local Success Stories
Highlighting local success stories can be a powerful way to adapt a brand story. By showcasing how the brand has positively impacted local consumers or communities, brands can create a strong emotional connection. For example, Unilever‘s local brand Lipton Tea often shares stories of tea farmers in China, highlighting the brand’s commitment to sustainability and community support.
Global Impact with Local Roots
The global reach of a brand can be highlighted by emphasizing its local roots and contributions. This dual focus can help brands appeal to a wider audience while maintaining a strong connection with the local culture. Huawei‘s global campaigns often emphasize the brand’s contribution to technological advancement and its commitment to connecting people across cultures.
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！
