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Introduction
As foreign brands look to expand in China, preserving and effectively communicating their brand legacy is crucial for long-term success. Chinese consumers are increasingly discerning, and they place high value on trust and heritage when choosing brands. This article discusses the strategies international brands can employ to communicate their legacy while resonating with the modern needs and expectations of the Chinese market.
1. Highlight the Evolution of Your Brand’s Values
1.1 Focusing on Brand Philosophy
In China, brand values such as trustworthiness, quality, and commitment to customers are vital for legacy communication. International brands should focus on how their brand philosophy has evolved over time to adapt to global and local changes. Showing how your values align with Chinese ideals, such as family, loyalty, and respect for tradition, will create deeper emotional connections with consumers.
1.2 Showcasing Social Responsibility
Social responsibility is important in China, especially with the rise of the “conscious consumer.” Highlighting your brand’s contributions to society—such as environmental sustainability, community development, and charitable activities—reinforces your brand’s positive legacy. A strong commitment to social causes demonstrates that your brand is not just about profit but also about making a positive impact, which is crucial for building trust.
2. Using Local Influencers to Communicate Your Legacy
2.1 Partnering with KOLs (Key Opinion Leaders)
Influencers or Key Opinion Leaders (KOLs) play a significant role in China’s digital landscape. Collaborating with trusted KOLs who resonate with your brand’s values can amplify your message and make your brand legacy more relatable to local consumers. When choosing KOLs, ensure they align with your brand’s heritage and share similar values to maintain authenticity and build trust.
2.2 Storytelling Through Influencer Collaborations
Working with influencers to tell your brand’s story—whether through live-streaming, short videos, or Weibo posts—helps to humanize your legacy and connect with Chinese consumers on a personal level. For example, an influencer can share a personal story about how your brand’s products have been a part of their life for years, linking the brand’s legacy to their own personal experiences. This type of collaboration enhances the emotional appeal of your legacy.
3. Incorporating Chinese Traditions into Your Brand Narrative
3.1 Cultural Sensitivity in Brand Communication
To successfully communicate your brand legacy in China, it’s essential to respect and incorporate local cultural practices. This could include referencing Chinese festivals, values, and local icons in your brand messaging. By showing that your brand appreciates and celebrates Chinese traditions, you can foster greater affinity with local consumers, demonstrating that you are a brand that understands and honors their cultural heritage.
3.2 Creating Limited-Edition Products for Key Festivals
Chinese festivals like Chinese New Year, Mid-Autumn Festival, and Singles Day are prime opportunities for brands to showcase their commitment to local traditions. Creating limited-edition products or offering special promotions around these festivals strengthens your brand’s local relevance. By aligning your legacy with these celebrations, your brand shows it is invested in Chinese culture, helping to foster long-term relationships with consumers.
4. Case Study: How a Global Luxury Watch Brand Communicated Its Legacy in China
A global luxury watch brand successfully communicated its legacy in the Chinese market by aligning its brand story with local values. The brand used WeChat to share its history, highlighting its Swiss heritage and craftsmanship while focusing on the value of time and tradition—concepts that resonate deeply in Chinese culture. In addition, they partnered with a renowned Chinese celebrity KOL to showcase how their watches symbolized timeless elegance and commitment to excellence. This combination of storytelling and influencer partnerships helped the brand build trust and credibility among affluent Chinese consumers, successfully communicating its legacy in a way that felt relevant to local values.
Conclusion
Communicating your brand legacy in China requires a thoughtful approach that integrates both global heritage and local relevance. By emphasizing your brand values, partnering with trusted KOLs, aligning with local traditions, and demonstrating social responsibility, international brands can establish strong relationships with Chinese consumers. Effective legacy communication fosters trust and helps build a lasting brand presence in China.
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!
