(Source: https://pltfrm.com.cn)
Introduction
China’s youth—especially Gen Z—are digitally savvy, socially conscious, and hyper-connected. They don’t respond to traditional marketing tactics but instead seek authenticity, relevance, and interactivity. For overseas brands, winning this audience requires a cultural reset and a nuanced approach tailored to how young consumers discover, engage with, and advocate for brands in China.
1. Speak Their Visual and Cultural Language
1.1 Design for Aesthetics-First Platforms
Platforms like Xiaohongshu and Douyin prioritize strong visuals and short videos. Marketing to youth in China starts with scroll-stopping content—pastel color palettes, lo-fi aesthetics, and storytelling aligned with local visual trends often outperform polished commercial styles.
1.2 Use Memes, Slang, and Subcultures
Gen Z users engage most with content that feels native to their digital culture. Incorporate popular internet slang (like “内卷” for hustle culture), memes, and subcultural themes (e.g. Hanfu, “emo style,” e-sports) to increase relatability.
2. Partner with Micro and Nano Influencers
2.1 Choose Relatable Creators
Rather than chasing celebrity KOLs, collaborate with micro and nano influencers who reflect everyday lives and offer grounded perspectives. These creators often have stronger trust within niche communities.
2.2 Co-create Rather Than Sponsor
Let influencers build the story themselves. User-generated content in natural settings—like a “day in the life” video featuring your product—has higher credibility and shareability than branded campaigns.
3. Create Interactive and Immersive Experiences
3.1 Leverage Mini-Programs and Games
Gamification is key. Brands are developing WeChat mini-program games or interactive quizzes that drive participation and collect first-party data. This engages young consumers while funneling them toward purchase.
3.2 Host Virtual Events
Virtual concerts, livestream shopping with youth hosts, or digital fashion shows are experiences that combine fun with product discovery. China’s young consumers want to experience brands, not just see ads.
4. Align with Social Values
4.1 Highlight Sustainability and Diversity
Youth in China care about mental health, environmental sustainability, and inclusivity. Brands that showcase these values authentically—such as cruelty-free sourcing or mental wellness campaigns—gain social approval and trust.
4.2 Avoid Performative Messaging
This demographic is quick to call out disingenuous marketing. Work with credible NGOs or KOLs and take measurable actions that show your brand’s alignment with causes—not just slogans.
5. Use Real-Time Data to Stay Relevant
5.1 Monitor Youth Trends Across Platforms
Youth culture in China changes rapidly. Use listening tools on platforms like Bilibili, Zhihu, and Xiaohongshu to track new hashtags, viral challenges, or phrase-of-the-month content to inform agile campaigns.
5.2 Adapt Campaigns with SaaS Tools
Marketing automation platforms can help segment, test, and retarget based on youth engagement. SaaS-driven optimization ensures your brand stays ahead of fast-moving Gen Z preferences.
Case Study: UK Skincare Brand Taps Gen Z Self-Care Movement
A UK skincare brand targeting China’s younger market launched a “7-Day Glow-Up” challenge on Xiaohongshu with the help of campus influencers. Each participant shared daily selfies and wellness routines using the brand’s new cleanser. The campaign leveraged slang like “卷出肌肤光” (“glow through the grind”) and encouraged UGC submissions. Over 15,000 users joined the challenge, and the brand saw a 40% increase in Gen Z conversions within one month.
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!
