(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, the biggest challenge isn’t just reaching consumers—it’s resonating with them. China’s consumers are quick to embrace new ideas but loyal only to those that feel relevant. As a result, overseas brands need to reimagine their brand development approach to reflect Chinese culture, digital behaviors, and emotional drivers. This article explores how leading overseas brands are leveraging specialized development services to localize identity and scale brand influence across China.
1. Translate Global DNA Into Local Narrative
1.1 Find Cultural Parallels, Not Just Translations
Instead of translating brand slogans directly, extract the emotional core and reframe it using culturally appropriate symbols and values—such as harmony, care, or self-empowerment.
1.2 Balance Heritage With Adaptability
Celebrate your brand’s global story, but adapt the tone to match Chinese consumer expectations. For example, prestige messaging must also feel practical and sincere in a market that values both value and trust.
2. Design China-Ready Brand Visual Systems
2.1 Customize Packaging and UI for Mobile Environments
Design packaging and digital layouts to suit mobile-first browsing—use high-contrast visuals, scan-friendly formats, and short-form video previews to improve engagement.
2.2 Leverage Local Color Symbolism and Typography
Colors like red (luck), gold (wealth), and jade green (health) carry strong cultural meaning. Combine these with localized font systems to create visual harmony that connects emotionally.
3. Build Storytelling Campaigns for Social Ecosystems
3.1 Create Content Series Across Xiaohongshu and Douyin
Showcase user journeys, rituals, or creator-led tutorials to bring your brand narrative to life in native content formats. These channels shape perception more than traditional media.
3.2 Launch Emotional Mini-Campaigns for Key Holidays
Use Lunar New Year, Qixi Festival, or Mid-Autumn Festival as creative moments to deliver themed brand experiences that resonate with local traditions.
4. Establish Owned Community Touchpoints
4.1 Funnel Traffic Into Mini Programs and WeCom Groups
After discovery on social platforms, bring users into owned ecosystems where you can deliver personalized messaging, loyalty perks, and brand content directly.
4.2 Build Value Through Private Domain Branding
Use your private domain not just for conversion—but as a space to share your founder story, values, and behind-the-scenes content that reinforces brand affinity.
Case Study: Australian Skincare Brand Develops China-Focused Identity Through Localized Design and Storytelling
An Australian natural skincare brand worked with a Shanghai branding agency to localize its identity around the theme of “balancing the skin’s natural rhythm.” They adapted packaging to include jade-green accents and Mandarin poetry on labels, launched a Xiaohongshu campaign featuring morning skincare routines, and created a founder-led WeChat Mini Program series. As a result, they achieved a 70% increase in Douyin mentions and a 3.5x increase in Mini Program sales within the first quarter.
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!
