Achieving Chinese customer intimacy through local relevancy

(To register for the "Cross-over collaborations" webinar, click here)

Achieving Chinese customer intimacy through local relevancy

Are you trying to get closer to your Chinese audience without diluting the key message of your brand? Then look no further. In this webinar, we will highlight the specificities of Chinese consumers on e-commerce platforms (focusing on Tmall) and study how to approach them while maintaining a twist of your brand DNA.

Balancing global directions and local markets’ specificities is a pain point shared by many international brands. As such, a lack of understanding and respect towards China’s history, culture and diversity are common mistakes observed by international players. As chinese consumers’ crave a better understanding of their values, brands failing to keep up increasingly face market backlashes.

Local relevancy is an enriched and sophisticated topic, where brands need to decipher the continuously shifting tastes of Chinese consumers, to provide them with consistent product innovations & curated content, while without losing their own identities.

It is achieved not by adding red colour with packages or investing on a top celebrity but by playing smart with multiple opportunities provided by cultural heritage, local trends as well as the e-commerce platforms. Tmall, for example, develops a full IP matrix for brands to collaborate with. The recent Super Brand Day featured The Louvre Museum has attracted L’Oréal Group, Unilever and Yili Group to join forces for China-exclusive limited products.

During this session, together with Aline Guo-Haefelé (Head of Cosmetics & Personal Care France - MENA at Alibaba France), we will share the key highlights of Gen Z consumers, analyse the trends as well as their existing practices and wrap up some tips for you to follow along.

Webinar structure

I. We’re facing an enormous market - Gen Z consumer profiling

A. They are young, active, willing to spend on products that reflect their aesthetics & values.

B. International brands are falling behind: Chinese consumers now value sustainability & celebrate diversity - but these are not reflected in the products.

II. Decipher the trends & best practices

A. Mix your brand prestige with Chinese traditional elements

B. Leverage Tmall co-branding opportunities for exclusivity

C. Unlock massive craze with your local ambassadors

III. Conclusion & what needs to be done

Register now to find out more!