The Chinese consumer is evolving. Young, affluent and increasingly savvy middle-class consumers have become the principle engine of growth for both the Chinese and the global economy. Possessing a better education, higher disposable income, have more experience abroad and have had much higher exposure to brands and marketing than the previous generations. This has made them far more discerning about their purchasing decisions and promotional marketing has become less and less effective. Therefore, the time where foreign brands could rely on simply being foreign and expensive to sell their products and services has come to an end. Modern consumers expect brands to understand and meet their needs, both rationally and emotionally. Becoming part of the closed set of brands that they consider, has become increasingly difficult, meaning that companies must adopt a strong local identity if they are to successfully win them over.
But transferring the brand equity of your original brand into the Chinese market requires overcoming a unique set of challenges, for example:
- China has many different languages and dialects, meaning brand names (both the original and Chinese) must be thoroughly tested to ensure they do not create strange or inappropriate meanings
- Unlike English or other European languages, Chinese characters are logographs. Therefore, how characters look in combination with one another is crucial to their appeal
- Colours, numbers and symbols have different associations so extra care must be taken to ensure the chosen design does not convey any unintended connotations
- Securing trademark rights Chinese branding
Our local and international consultants work closely with every client to gain a deep understanding of their company’s culture, values and goals before crafting them a unique brand that strongly resonates with Chinese consumers. Click here to find out more about our approach.
Looking for the perfect way to communicate your brand’s identity to the Chinese population? Speak to one of our consultants today to find out how we can help cement your position in the Chinese market.