Many global brands leave cultural nuance out of their product development and marketing strategies for the China market.
Simply put, they shouldn’t.
Now more than ever before, Chinese consumers are bombarded with brand after brand pushing similar product through stale marketing campaigns. If you think your brand is special, more likely than not, it isn’t in the eyes of our target Chinese consumers.
At ThinkConsumer, we believe that the best ideas for developing and communicating a product or service come from deep cultural insight. We help brands tap into that insight by providing them with a solution to test and refine concepts and ideas with target consumers across China, including lower-tier cities. We’ve been in China long enough to know that it’s not about translating ideas as much as it is about trans-creating them: tapping into the cultural nuance behind consumers’ connection with the brand and developing based off of that. And we help brands do just that: figure out not only which idea works best, but also uncovering why it works and how to make it better.
We put together this report to share some of the cultural shifts that we are seeing in China today and the brands connected to these shifts. We’ve compiled this list from a number of sources (including our own heads) and have included links for further reading. While this list is in no way exhaustive, we hope that it gives you a taste of how brands and culture are shaping up in China in the year of the monkey.
So please, enjoy!