As the world shifts post-pandemic, there’s been a growing trend toward discovering local joys and experiences. This has sparked the rise of "localized marketing (在地化营销)" strategies. For Western brands eyeing the Chinese market, understanding and leveraging these strategies can be pivotal for a successful glocalization.
China, with its population of 1.4 billion, should not be seen as a single market but as a collection of numerous distinct markets. Therefore, localized marketing in this context is not just about Western brands adapting to China but about connecting deeply with different regions and subcultures within the country. Similarly, when Chinese brands venture abroad, they must not treat the "Western market" as a monolithic entity but instead develop tailored marketing strategies for each country and region they enter.
What is Localized Marketing?
Localized marketing refers to the practice of narrowing down a brand’s marketing focus to smaller, geographically defined areas. Brands use this approach to cater to specific regional characteristics, considering local culture, landmarks, and customs. By tailoring products and messaging to reflect the unique spirit of a region, brands can create offerings with distinctive cultural and geographical significance.
Advantages of Localized Marketing
The key strength of localized marketing lies in its ability to "punch above its weight." Through highly focused efforts, brands can tap into regional collective memories, triggering a wave of attention and discussion within a small community. Social media amplifies this, generating widespread word-of-mouth publicity in a short time. In the long run, localized marketing enables brands to establish closer, more personal connections with consumers, cultivating a unique, differentiated brand image.
There are two main approaches to localized marketing: emotional resonance and creative engagement. In this article, we explore both approaches through successful case studies, including examples of Western brands in China and Chinese brands abroad.
1. Emotional Resonance
Brands can evoke emotional connections by tapping into regional nostalgia, such as local history, traditions, or even dialects. By telling their brand story in a way that resonates with local consumers, brands can reduce the psychological distance between them and their audience.
Case #1 Aesop “One Store, One Design”
Aesop, the Australian skincare brand, has gained significant traction in China by designing its stores to reflect the culture and heritage of each city it operates in. Aesop’s store in Suzhou is inspired by the city's classical gardens, incorporating the art of landscape architecture into the store's design. Its Beijing store, located in a historical courtyard, combines Ming and Qing dynasty elements with modern aesthetics, offering a space that resonates with the cultural identity of “Old Beijing.”
🖕🏻Aesop's first store in Suzhou, a Southern city known for its canals, bridges and classical gardens
🖕🏻Aesop's new store located in Wangfu, Beijing
Aesop also extends its localized approach beyond physical spaces. In 2023, it launched a "Women’s Literary Library" initiative in China, replacing product displays with bookshelves full of feminist literature for a week. This move, which temporarily halted sales, sparked significant consumer engagement, demonstrating how brands can build emotional connections through culturally relevant experiences.
🖕🏻Aesop transformed its store into a "Women’s Literary Library"
Case #2 Heytea Celebrating City Culture
Heytea, a leading Chinese tea brand, leverages localized marketing by blending local cultural elements into its products and store experiences. During the Paris 2024 Olympics, Heytea opened a pop-up tea house in Paris, where the brand’s logo mascot was reimagined as a runner sprinting through Parisian streets, merging traditional Chinese culture with modern athletic themes.
🖕🏻Heytea's Olympics gold medal souvenir is a perfect combination of traditional Chinese red and modern sports design
Heytea’s Chinese city-specific fridge magnet collection features regional icons, such as pandas in Chengdu, snowmen in "Ice City" Harbin or traditional Chinese "God of Wealth" figure in Chenzhou, known as the "City of Fortune", making them highly sought-after collectibles among customers. This regional approach not only strengthens the brand's connection to local culture but also creates a sense of "place identity" for consumers, inviting them to explore new cities through the brand's lens.
🖕🏻Heytea's free souvenir - city fridge magnets can be resold for up to 100 yuan on second-hand trading platform Xianyu
2. Creative Engagement
Localized marketing can also infuse creative engagement by introducing fresh, regionally inspired elements into a product or campaign, sparking curiosity and a desire to explore.
Case #1 IKEA Embracing Local Dialects
IKEA has embraced localized marketing by incorporating local dialects into its marketing materials in various Chinese cities, such as Guangzhou and Xi’an. This playful integration of language helps the Swedish brand connect with local consumers on a deeper, more personal level.
For instance, the brand’s advertisements in Guangzhou feature Cantonese phrases that add humor and relevance, giving IKEA’s minimalist products a local twist.
🖕🏻Cantonese in Guangzhou: No need to punch holes, very easy!
🖕🏻Chongqing dialect: "Kuangwaiwai" means "to put children to bed" - Safe and healthy products for kids make parents less worried
🖕🏻Henan dialect: “The large stainless steel bowl is perfect for mixing noodles” - Combined with the dietary characteristics of Henan, a province with a large reputation for noodle dishes
Case #2 Kiehl’s Harbin Snowman CGI
In early 2024, Kiehl’s launched a CGI (computer generated imagery) video featuring Harbin’s famous snowman, which had gone viral in China due to its adorable design. The video playfully showed the snowman applying Kiehl’s skincare products to protect its “face” from the harsh winter winds, and you can even see local people in Harbin dancing on the street, adding a humorous and relatable touch to the campaign.
The video gained over 3,000 interactions on WeChat Channels, tapping into a viral local cultural moment while aligning the brand with the region's wintery conditions.
🖕🏻The video received comments such as "So cute" and "Is there really a big snowman?", which not only captures the Internet hot topics about Harbin, but also quickly attracts the attention of users in targeted areas.
DOUBLE V TIPS:
Localized marketing offers immense potential for brands to build deeper connections with Chinese consumers. Here are three key strategies for brands looking to adopt this approach:
●Understand Local Markets Before Entering
Brands must first recognize the distinct characteristics of each country's and region's local market. Before entering, conduct thorough market research to understand local consumers' preferences, behaviors, and cultural nuances. This will enable brands to develop tailored strategies that resonate with the audience.
● Cultural Immersion in Product Design
Brands should draw inspiration from local culture and integrate it into their product design. Whether through city-specific product lines, regional packaging, or localized store layouts, products should reflect the local cultural context, building a sense of familiarity and trust with consumers.
● Visual Storytelling Aligned with Regional Identity
Incorporating local imagery or symbols into a brand’s visual identity, much like Heytea’s city-specific magnets, can help build strong emotional ties with consumers. These visuals should evoke a sense of pride and recognition, enhancing the brand’s appeal through regional storytelling.
Double V Consulting is a marketing consultancy specialized in female consumer goods brands. We have been helping overseas brands navigate the complexities of the Chinese market since 2017. We specialize in creating strategies that resonate with Chinese female consumers, leveraging deep market insights and cultural understanding.
If you're interested in learning more about how we can assist your brand in understanding and connecting with Chinese consumers, don't hesitate to reach out here
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