(Source: https://pltfrm.com.cn)
Introduction
China isn’t a one-campaign market. For international companies, brand equity must be earned over time through cultural understanding, trust-building, and strategic consistency. This article explores how global brands establish strong foundations and grow long-term brand value in the Chinese market.
1. Brand Consistency Across Channels
1.1 Visual and Messaging Cohesion
Maintain a recognizable identity from WeChat banner to Douyin product demo.
Tip: Use a single emotional tone and visual hierarchy across platforms—even when adapting format.
1.2 Adaptability Within Guidelines
Create a brand system that allows flexibility—for seasonal themes, sub-campaigns, and local voices—without diluting identity.
Use Case: A skincare brand developed “capsule campaigns” within a unified brand template.
2. Relationship-Driven Brand Building
2.1 Private Domain Branding
Your WeChat CRM, mini-program, and group chats are extensions of your brand voice.
Tactic: Deliver lifestyle content, Q&As, and surprise gifts that build emotional depth, not just sales.
2.2 Loyalty = Identity
In China, loyalty isn’t transactional—it’s cultural. Consumers want to feel part of a brand’s inner circle.
Strategy: Build loyalty tiers based on experience, status, or co-creation opportunities.
3. Differentiation Through Value and Purpose
3.1 Localized Brand Purpose
Communicate not just what you sell—but what you stand for. Adapt brand purpose to align with local societal values.
Example: Sustainability might be reframed as “responsible heritage” or “family health.”
3.2 Brand as Community Facilitator
Use your platform to enable meaningful connection—whether through hobbies, shared goals, or exclusive content.
Tip: Host offline experiences or livestream meetups for highly engaged segments.
4. Brand Evolution Management
4.1 Repositioning as Market Matures
Your launch message may not work after year one. Evolve positioning to reflect shifting culture and consumer expectations.
Execution: Run annual brand audits with audience surveys, sentiment tracking, and competitor analysis.
4.2 Expanding Perception
Start focused, then stretch. Introduce adjacent use cases and category extensions that build on trust already earned.
Use Case: A wellness drink brand added a sleep aid product line after mapping “evening calm” as an unmet need state.
Case Study: A Nordic Kitchen Tech Brand Scales Brand Trust
After a year of promoting its “smart cooking” proposition, the brand expanded into emotional storytelling around “family connection through food.”
The repositioning lifted Douyin shares by 4x, increased CRM opt-ins, and unlocked a retail partnership with a national home goods chain.
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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