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Sorytelling is the basis of a lifestyle brand's communication in China.
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International brands are finding success in China by investing heavily in digital marketing strategies that cater to the needs and wants of their consumers. We will take the Coach strategy as an example. Coach was one of the first luxury brands to enter the Chinese market, partnering with regional and local distributors. It was also one of the first international luxury brands to launch a flagship store on Alibaba’s Tmall. Then in 2016, Coach closed its Tmall store and is now heavily pursuing a social media strategy. Everyone’s still fighting over the same consumer and millennial audience. Moreover, Estée Lauder has reinvented its brand image in China, targeting millennials who now contribute about 35 percent to 40 percent of its sales in China. The main reason for its success is the implementation of new digital marketing campaigns specifically for the Chinese market. Estee Lauder is one of the TOP 3 selling cosmetics brands in China. Besides providing convenient payment options such as UnionPay, WeChat Pay, and Alipay, brands that are looking to attract Chinese tourists need to focus on growing brand awareness.
Chinese millennials grew up with the internet and social media. But because they were the only children in their family, they turned to the internet as the best way for socializing and entertainment. For international brands, finding the right strategy that is widely accepted by the different audiences has become increasingly complicated thanks to the fast pace of communication and the flow of information. There are certainly some basic criteria for creating a good Chinese brand name, such as whether it is memorable, conveys the brand’s story, and has no negative meaning in Mandarin and major dialects. Those, who are still looking for Chinese consumers should probably re-think their strategy; otherwise, they might miss the boat. Naming is just one part of the branding and is not the only factor that determines the performance of a luxury brand in China. In reality, this can not guarantee a satisfactory result, but that should not discourage brands.
Influencers will be very helpful to promote your lifestyle brand in China. If a product or service is loved by Chinese influencers and celebrities, there will be a natural trickle-down effect for Chinese consumers. According to the CBNData, the online celebrity economy reached over 58 billion yuan (US$8.4 billion) in 2017, which made the sector more valuable than the domestic film industry, which brought in 45.7 billion yuan in revenues during the same year. Luxury cosmetics brands such as M.A.C. and Bobbi Brown are initially became known in China because they were, and still, are, very popular among professional make-up artists. With the rise of social media, many of these make-up artists and stylists have also become online influencers, winning large audiences who come to them for beauty advice.
What differentiates lifestyle brands from fashion brands, for example, is their storytelling. Lifestyle brands often sell a particular lifestyle to which all the products sold are attached, taking care of their communication through themed storytelling therefore makes it possible to create a strong brand identity and thus differentiate themselves in the Chinese market.
WHY HIRE US TO PROMOTE YOUR LIFESTYLE BRAND IN CHINA?
We are a group of Marketers that already help Lifestyle brands to enter the Chinese Market. If you want to communicate, sell, market your brand in China we can help you. Our range of services will help you to reach Chinese Modern Consumers. The number of Chinese high end consumers keeps on growing, and due to the emergence of a middle class, the Chinese market offers real opportunities for International Small and Medium Brands.
Who is the main target of lifestyle brands in China?
Millennials! Chinese millennials spend about 70 percent of their income on socializing and dining out. The rest they will splurge on spa massages, high-end home accessories, and traveling. Chinese millennial who grew up during a China boom in the luxury sector, are much more willing to spend freely. They have advantages that their western counterparts don’t have. They don’t have student loan debt because their parents pay for their educations. Many don’t have housing expenses because their parents or grandparents have bought homes for them.
What is lifestyle and lifestyle brands?
Lifestyle, or “life-style”, is a fairly broad term that brands use when their industry is not specific. Lifestyle is about diversifying an activity into anything that can apply to a particular lifestyle. The “lifestyle” brands sell above all a storytelling and a particular theme that is specific to them; they often sell clothes (or fashion related products), but also various objects, furniture, books … a bit of everything. To differentiate itself, it is in fact storytelling and branding that come into play: the brand must have its own identity in order to stand out from its competitors and attract Chinese customers, often young.
What are some success stories of lifestyle brands in China?
We will take the example of the Coach strategy in China. In fact, Coach was one of the first luxury brands to enter China, partnering with regional and local distributors. It was also one of the first international luxury brands to launch a flagship store on Alibaba’s Tmall. Then in 2016, Coach closed his Tmall store and is now strongly pursuing a WeChat strategy. In addition, Estée Lauder has reinvented its brand image in China, targeting millennials who now contribute between 35 and 40% of its sales in China. The main reason for its success is the implementation of new digital marketing campaigns specifically for the Chinese market. The Estée Lauder brand recorded a meteoric growth of 40% in China in 2017.