(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers are fiercely loyal—but only to brands that feel like family. The most successful overseas brands today aren’t selling products; they’re crafting shared memories and emotional connections that last generations. Discover the creative storytelling frameworks that are turning first-time buyers into lifelong advocates.
- The Power of “Brand as Protagonist” Narratives
1.1 Century-Spanning Brand Epics Telling your brand’s origin story as a journey that parallels China’s own modernization (e.g., “From 1920s workshop to powering China’s future”). These long-form stories become mini-dramas consumers binge on Bilibili.
1.2 Consumer-as-Hero Campaigns Positioning customers as the true protagonists who “complete” the brand story through their life achievements. The most powerful examples make users feel the brand exists to celebrate them.
- Ritual-Building Through Creative Content 2.1 Annual Emotional Calendar Moments Creating brand-specific “holidays” (e.g., a skincare brand’s “First Laugh Line Day” celebrating aging gracefully) that consumers mark on their calendars. These become anticipated cultural events.
2.2 Digital Memory-Keeping Initiatives Mini-programs where families store photos, messages, and milestones linked to your brand (e.g., “Our Family’s First [Product] Moment”). These become priceless emotional archives.
- Sensory Branding Beyond Sight
3.1 Signature Scents for Physical Stores Developing custom fragrances that become synonymous with your brand experience (e.g., a bookstore chain’s “old paper + new ink” scent). Consumers report smelling it triggers instant nostalgia.
3.2 Tactile Unboxing Experiences Packaging designed to be touched, heard, and even tasted (edible elements, ASMR-friendly materials). The unboxing video has become China’s new luxury flex.
- Community-Owned Brand Evolution
4.1 Annual “State of the Brand” Address Live-streamed events where the CEO presents consumer-submitted ideas that will shape next year’s products. The most engaged communities vote in real-time on new flavors, colors, and features. - Case Study: Swedish Home Brand Becomes “China’s Second Living Room” A minimalist Swedish furniture brand struggled with perceptions of being cold and impersonal. We transformed them through “Warm Home Project” – collecting 100,000+ Chinese family home photos over five years to create evolving mood boards that inform every new product line. Their stores now feature “Memory Walls” of customer homes, and the brand consistently ranks as China’s most-loved imported home brand despite premium pricing.
Conclusion
In China, the brands that win tomorrow are the ones writing themselves into consumers’ life stories today. Creative branding here isn’t about being louder—it’s about mattering more. Shall we start writing your brand into Chinese culture?
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! info@pltfrm.cn
