(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, maintaining a strong visual identity is critical. A fragmented or inconsistent visual presence can confuse consumers and weaken trust. By strategically enhancing brand visuals across digital touchpoints, companies can regain attention and strengthen their market position. This article explores actionable methods to restore and amplify visual appeal in China’s competitive e-commerce environment.
1. Consistent Brand Identity Across Platforms
Unified Visual Guidelines: Ensure logos, typography, and color palettes are consistent across WeChat, Little Red Book, and Tmall stores. Inconsistent visuals can reduce brand recall and dilute recognition.
Platform-Specific Adaptation: Adjust visuals for each platform while maintaining core brand elements. For example, vertical-oriented content works better on Douyin, while detailed banners perform well on Tmall.
2. Engaging Interactive Visuals
Short-Form Video Strategy: Use interactive videos that highlight products’ benefits, unboxing, or lifestyle applications. Videos increase dwell time and social sharing.
Augmented Reality Tools: Incorporate AR features, such as virtual try-ons or product simulations, to create immersive experiences that resonate with local consumers.
3. Localized Visual Storytelling
Cultural Relevance: Adapt images and campaigns to reflect Chinese holidays, trends, or regional preferences. For example, featuring local festivals can boost relatability.
Narrative Alignment: Tell stories that align with customer values, emphasizing quality, sustainability, or heritage, which strengthens emotional engagement.
4. Optimized Visual SEO
Search-Friendly Imagery: Name image files with relevant keywords in Mandarin and English, ensuring alt text describes product functions.
Performance Tracking: Use analytics tools to identify which visuals drive engagement and conversions, enabling continuous optimization.
5. Case Study: Scandinavian Skincare Brand
A European skincare brand experienced declining visibility on Tmall due to inconsistent imagery. By implementing unified visual guidelines and short-form interactive video campaigns tailored for Douyin, the brand increased engagement by 68% within three months, resulting in a 35% rise in online sales.
Conclusion
Reestablishing a compelling visual presence allows overseas brands to reconnect with Chinese consumers effectively. Through consistency, interactivity, localization, and visual SEO, brands can recover lost attention and strengthen their market position.
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!
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