6 dimensions to consider for localised marketing in China

Late last month, global consumer goods giant Reckitt announced that they will build a Global R&D Centre in Shanghai. It is further validation of the importance of localising products to meet Chinese consumers’ distinct needs.

While not every brand can commit to massive R&D centres in China, there is plenty they can do to make their brand and products more resonant with Chinese consumers. Localising positioning, messaging and product development are among some of the most interesting projects we deliver at China Skinny. We think about many dimensions worth considering for localisation - some often overlooked. Below are a few areas to consider which may give you some inspiration:

1. Playing to the new Chinese-style wellness trend

One of the biggest trends in China in recent years is health. This accelerated as a result of the pandemic, and one of the drivers most likely to get consumers to pay more for goods. In many cases, Chinese consumers associate Western foods & beverages with diet and health, largely due to trusted standards, environments and more mature ecosystems for the category. Yet foreign brands can also appeal to rising China pride by integrating characteristics of the “Chinese-style wellness” trend, which promotes the concept of food as medicine.

2. Ensuring products appeal to Chinese senses

It goes without saying that taste is critical in food & beverage, yet catering to the Chinese palette is often underserved by Western brands. The way it looks and is presented is obviously very important too. Smell is regularly overlooked, and accounts for one of the most common forms of feedback we get when doing sensory testing with Chinese consumers for food and beverage. The way a product feels, the texture and mouthfeel should also be considered: Quaker’s had to make their oats softer than in other markets to make their mouthfeel appeal in China.

3. Understanding emotional needs

Consumers are increasingly favouring brands that connect with them emotionally. This is most commonly done through messaging, partnerships and retail experiences, but it is increasingly incorporated into tactile use of products. Self care and stress relief is finding its way into goods beyond traditional squeeze-toy-type-products to products like Lay’s Big Waves crisps, which have a bigger crunch to play in stress release.

4. Creating more occasions

Occasions for products are often different in China than in the west. For example, it isn’t as common to spread peanut butter on toast in China, it is more likely to be used in sauces. When marketed well, Chinese consumers can be open to new reasons to use products. Kraft Heinz has extended the use of its preserved bean curd to chicken meal packs, ice cream and a matcha-based cocktail. Quaker has tweaked its product to suit different occasions, launching sweet versions for an afternoon snack and savoury for breakfast and lunch.

5. Seasonal variations

As the weather swings, hobbies change and different festivals take place, so too do product preferences - many foreign brands retain consistent product offerings and messaging throughout the year. As we’ve noted before, the frigid winter temperatures or record summer heat can impact goods consumers are buying. Aside from the obvious seasonal changes in purchase behaviour, Chinese have revered the ancient health guide ‘The Yellow Emperor's Inner Canon’ for over two thousand years, which outlines practices about ‘nourishing according to the seasons’ to enhance wellness routines.

6. Localisation by city

Seasonal variations and weather are diverse across China’s cities, as are tastes and preferences. Like our previous post, brands and products can become much more meaningful localising by cities or regions, than China as a whole. Lay’s provides a good case study of doing this, working with local governments to launch hyper-local packs of crisps with local flavours and specialties for regions such as Shandong, Guangxi and Fuzhou. In addition to local products, they tapped into local pride by using local landmarks on packaging.

That is just a handful of examples to consider when localising for China. Get in touch to learn how China Skinny can help you work through these and many more.