Cross Cultural Marketing Strategies in China
Previously, brands were the sole master of their marketing and influence. Now Chinese consumption methods have changed. Indeed, we are entering an era that is increasingly open to social networks and brands must have new marketing approaches to meet the needs of a new target audience that is difficult to meet.
I) How is cultural marketing organized?
Now, for brands to make their products indispensable, it is in their best interest to use a three-step process, called Cultural Marketing.
Based on:
- Understanding
- Planning
- exchange
This process can be applied to any market.
In particular, this process is useful in the China market where demand for customer service is high and opinions are spreading rapidly through Chinese social media.
II) What do the different stages mean?
“Understanding” means that brands must accurately analyze the market and must collect detailed and in-depth information about different customers.
The headquarters of these brands must also work with local offices to ensure that their brand identity is communicated through tools and content best suited to Chinese customers.
This step is based on a flexible intelligence team ready to work with the two specialized consulting firms and their local branches. By logic, the more knowledge is obtained, the greater the chance of a successful business.
Then comes the “Planning” phase. This is the phase during which brand leaders develop a strategic plan that combines brand DNA, product innovations and the previous step. This association is called “intelligence reports” and allows to create specific actions for each market at all levels of society.
Example:
The Gucci brand has achieved great success in China by developing this phase.
Their new approach to the Chinese market through their social media project #GucciGram is one of them.
Since Alessandro Michele‘s arrival as Gucci’s artistic director, the brand’s creativity has exploded.
Today, the double-G house goes one step further by launching the #GucciGram art platform, which invites digital artists and image creators from around the world, established or completely unknown to the general public, to seize the codes of Gucci to integrate them into their works.
Example:
Dior’s Chinese New Year campaign WeChat is a notable example.
Indeed, with three iconic bags:
- The saddle
- The Book Tote
- The Lady Dior in Jouy’s canvas
The brand respected the Chinese heritage by relying nevertheless on the DNA of the French fashion house (quality and elegance).
Finally, we move on to the “Exchange” stage. Perhaps the most important is the integration of subscriber and customer feedback into a follow-up strategy.
Example: Last July, Dior fans strongly criticized the poor quality of a Dior video contribution from blogger Elle Lee, which was part of a collaboration created for the launch of the new Dior Saddlebag.
In conclusion :
Cultural marketing in China is essential for brands.
Indeed, the key to success lies in knowing the habits and tastes of the market in a different country. Chinese customers are undoubtedly among the most demanding and sensitive customers today.
Many brands tend to remain too focused on their history and heritage without trying to speak the language of customers, including flexible marketing strategies.
From now on, Chinese customers want to be a significant part of a brand’s journey and no longer be called a mere “target”.
GMA
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