(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-evolving consumer market, brand building is no longer about static visuals or messaging—it’s about dynamic, platform-integrated, emotionally resonant solutions. For overseas brands, success depends on more than product quality. It requires the ability to build trust, cultural relevance, and standout positioning across China’s fragmented digital landscape. This article explores the branding solutions that overseas brands are using to shape perception, build loyalty, and scale visibility in China.
1. Craft Brand Strategy Based on Chinese Consumer Psychology
1.1 Tap Into Aspirational Values
Chinese consumers increasingly seek products that align with emotional drivers—self-betterment, family care, cultural pride. Tailor brand messaging to these shared aspirations.
1.2 Position Function Within Lifestyle Contexts
Beyond features, communicate how your brand enhances daily life. Whether it’s skincare as “me time” or a smart device for family safety, localize your product’s role in emotional terms.
2. Develop Integrated Branding Across Ecosystems
2.1 Customize for Each Platform’s Brand Requirements
Your Douyin profile needs punchy visuals and emotional story arcs. Tmall requires trust-building graphics and credibility markers. WeChat should reflect intimacy and depth. Tailor accordingly.
2.2 Create a Brand Toolkit for Unified Execution
Build a consistent yet flexible branding kit that includes logo variations, local typography, tonal guidelines, and campaign templates ready to deploy across multiple Chinese platforms.
3. Combine Creative Storytelling With Performance Branding
3.1 Use Influencer-Led Short-Form Narratives
Work with KOLs to tell stories that show how real people experience your brand in local contexts. Highlight scenes like gifting, family dinners, or morning rituals.
3.2 Layer in ROI-Focused Campaigns
Blend emotional campaigns with performance layers—such as livestream coupons, Mini Program red packets, and follow-up CRM targeting for retention.
4. Establish Local Brand Assets for Long-Term Growth
4.1 Launch a Chinese-Language Brand Hub
Create a local-language website or WeChat Mini Program that showcases your brand’s heritage, sustainability practices, and team stories to deepen authenticity.
4.2 Build a Community With Owned Touchpoints
Host WeCom groups, private livestreams, and closed-loop loyalty programs that provide not just discounts, but meaningful experiences and insider content.
Case Study: U.K. Wellness Brand Builds Chinese Brand Foundation With Multi-Layered Strategy
A British brand specializing in sleep and aromatherapy products entered China using a three-tiered branding solution: emotional storytelling via Xiaohongshu creators, performance livestreams with daily deal bundles on JD.com, and an interactive Mini Program loyalty club. They localized their tagline to “为你守护夜晚 (guarding your night)” and co-created gift sets with a local artist. Their Tmall store hit 12,000 followers within 45 days of launch.
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!
