(Source: https://pltfrm.com.cn)
Introduction
For foreign companies, branding isn’t an afterthought—it’s your market entry strategy. In China, consumer trust and preference are built through how your brand looks, sounds, and behaves. In this article, we explore how foreign businesses use branding to go beyond awareness and create true affinity in China.
1. Emotional Anchoring in Brand Messaging
1.1 Understanding Local Emotions
Emotions like “安心” (a sense of safety) or “有面子” (social respect) play a major role in purchase decisions.
Tip: Anchor your messaging in emotional benefits—like peace of mind, elegance, or reliability—before listing features.
1.2 Everyday Context Framing
Reframe your product around moments that matter—commute, self-care, study, celebration—rather than lifestyle aspirations alone.
Use Case: A French fragrance brand created “study scent sprays” to connect with Gen Z needs for calm and focus.
2. Building Brand Perception Through Experience
2.1 Offline Branding Touchpoints
Pop-ups, event booths, and packaging unboxing become tactile ways to express your brand personality.
Execution: Use Chinese New Year or 520 campaigns as branded experience moments.
2.2 Influencer and Consumer Rituals
Your brand is what people say and do with it. Encourage product rituals and re-sharing of emotional use cases.
Strategy: Launch rituals on Xiaohongshu—e.g., “bedtime beauty routine” or “Sunday wellness reset.”
3. Private Domain Channels as Brand World
3.1 WeChat as Brand Hub
Your brand voice in China lives in WeChat: mini-program, CRM, group chat, and customer service all carry identity cues.
Tactic: Develop a brand tone playbook for local team usage in messages and replies.
3.2 CRM and Loyalty as Storytelling
Push messages and loyalty programs aren’t just sales tools—they’re brand stories told in episodes.
Tip: Segment content by emotional triggers: confidence boost, quiet focus, shared joy, etc.
4. Localized Co-Creation and Brand Development
4.1 User-Inspired Content
Use consumer insights and reviews to guide content themes, visuals, and even product adaptations.
Use Case: A vegan snack brand rebuilt its key visual story after reviews revealed that “cute but not childish” aesthetics drove more saves.
4.2 KOLs as Brand Architects
Involve influencers as early brand testers. Their lived experiences shape how consumers interpret your story.
Strategy: Invite them to suggest product nicknames or rituals—they’ll go viral faster.
Case Study: An Italian Men’s Grooming Brand Finds Its Tone
Initially seen as too “Western macho,” this brand conducted Xiaohongshu sentiment tracking and repositioned around “care and control”—redefining grooming as self-respect.
They redesigned their packaging and mini-program flow. CRM opt-ins increased by 52%, and weekly WeChat engagement tripled.
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
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