(Source: https://pltfrm.com.cn)
Introduction
In China’s fast-paced market, a resonant brand voice can make or break an overseas brand’s success. With over 10 years of experience, our advertising agency has mastered the art of creating messages that speak directly to Chinese consumers. This article reveals key tactics for crafting brand messages for China that build trust and drive engagement.
1. Researching Consumer Insights for Crafting Brand Messages for China
1.1 Conducting In-Depth Market Studies
Understanding Chinese consumer behavior starts with qualitative and quantitative research. Surveys and focus groups can reveal preferences, such as a growing demand for eco-friendly products. Use these insights to shape a message that aligns with local values and trends.
1.2 Analyzing Digital Trends
Monitor trending topics on platforms like Weibo to identify what resonates with your audience. For example, if health and wellness are trending, highlight your product’s health benefits. This ensures your message stays relevant and timely.
2. Simplifying Messaging for Crafting Brand Messages for China
2.1 Using Clear and Concise Language
Chinese consumers prefer straightforward messaging—avoid jargon and focus on simple, impactful phrases. For instance, a tagline like “Pure Joy in Every Bite” for a snack brand can be easily understood. Clarity ensures your message isn’t lost in translation.
2.2 Focusing on Core Benefits
Highlight one or two key benefits rather than overwhelming consumers with details. A cosmetics brand might emphasize “24-hour hydration” over a list of ingredients. This focused approach makes your message memorable and actionable.
3. Leveraging Storytelling in Crafting Brand Messages for China
3.1 Creating Emotional Connections
Storytelling that evokes emotions like joy or nostalgia can captivate Chinese audiences. Share a story about how your product brings families together, such as during a holiday celebration. Emotional narratives foster a deeper connection with your brand.
3.2 Incorporating Local Narratives
Weave in local references, such as a story set during the Mid-Autumn Festival, to make your message feel familiar. This cultural tie-in makes your brand more relatable. For example, a beverage brand could share a story of friends bonding over drinks during the festival.
4. Testing and Refining for Crafting Brand Messages for China
4.1 Running A/B Campaigns
Test different messages on platforms like Douyin to see what resonates most. For instance, test a humorous ad versus an emotional one to gauge engagement. This data-driven approach ensures your final message is optimized for success.
4.2 Gathering Consumer Feedback
Use surveys or social media polls to collect feedback on your messaging. If consumers find your message unclear, refine it to better meet their expectations. Continuous improvement keeps your brand voice relevant and effective.
Case Study: An Australian Beverage Brand’s Breakthrough in China
An Australian beverage brand faced challenges connecting with Chinese consumers due to a generic message. We conducted market research and crafted a new narrative around “refreshment for busy professionals,” using visuals of urban Chinese workers enjoying the drink. After testing the message on WeChat and refining it based on feedback, the brand saw a 35% increase in sales within six months, proving the power of a tailored brand voice.
Conclusion
Building a resonant brand voice in China requires deep consumer insights, simple messaging, compelling storytelling, and continuous refinement. These tactics can help overseas brands create lasting connections with Chinese audiences and drive growth.
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!
