(Source: https://pltfrm.com.cn)
Introduction
In a market where tradition and modernity coexist, emphasizing brand legacy offers businesses a competitive edge. Chinese consumers, especially Millennials and Gen Z, are drawn to stories of authenticity and resilience. This article explores actionable strategies for communicating brand legacy effectively to capture the hearts of Chinese consumers.
1. Crafting a Legacy-Driven Brand Identity
1.1 Emphasizing Longevity and Stability
Highlighting years of operation and milestones creates a sense of trust. For example, brands like Coca-Cola underscore their century-long commitment to quality, instilling confidence in their Chinese audience.
1.2 Integrating Brand Identity into Digital Campaigns
A strong digital presence is crucial for legacy communication. Brands can incorporate their logo evolution or significant milestones into online campaigns to reinforce their heritage visually. Using Weibo or Xiaohongshu for such storytelling enhances engagement.
2. Designing Culturally Relevant Campaigns
2.1 Localizing Global Heritage
Adapting a brand’s legacy to resonate with Chinese traditions ensures relatability. For instance, British luxury brand Rolls-Royce incorporates Chinese New Year themes into its product launches to bridge cultural differences effectively.
2.2 Celebrating Shared Values
Focusing on universal values like family, persistence, and craftsmanship fosters connection. A campaign centered on family values during the Mid-Autumn Festival can resonate deeply while tying back to a brand’s heritage.
3. Building Heritage Through Collaborations
3.1 Partnering with Cultural Institutions
Collaborating with museums, galleries, or cultural organizations elevates a brand’s prestige. For example, French luxury brand Hermès partnered with Chinese artists for exhibitions showcasing their timeless designs, reinforcing the brand’s craftsmanship.
3.2 Teaming Up with Heritage Brands in China
Foreign brands can co-create with long-established Chinese brands to blend legacies. Starbucks’ collaboration with Zhima Culture (a local ceramic brand) for heritage-inspired cups demonstrates the power of such partnerships.
4. Using Technology to Enhance Storytelling
4.1 Augmented Reality (AR) Campaigns
AR enables brands to create immersive experiences, bringing their history to life. For example, an AR campaign can allow users to virtually explore a company’s original factory or watch vintage commercials. This approach is particularly effective on platforms like WeChat or Douyin.
4.2 Virtual Museum Exhibits
Creating a digital museum of a brand’s history fosters deeper engagement. Italian fashion house Gucci launched a virtual archive showcasing its legacy designs, which became highly popular among Chinese consumers.
Case Study: BMW’s Heritage-Driven Marketing in China
BMW, known for its engineering excellence and rich legacy, has successfully connected with Chinese consumers by aligning its brand story with China’s cultural landscape. BMW hosted events that highlighted its history, including vintage car showcases and interactive workshops on German craftsmanship. It also launched limited-edition models tailored for Chinese festivals, integrating traditional motifs into its design. These efforts reinforced BMW’s status as a luxury brand rooted in tradition and innovation.
Conclusion
Effectively communicating brand legacy is essential for building trust and loyalty in China’s market. By designing culturally relevant campaigns, utilizing digital innovations, and partnering with local institutions, brands can position their heritage as a powerful marketing tool.
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!
