{"id":14203,"date":"2024-06-17T06:30:55","date_gmt":"2024-06-17T06:30:55","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=14203"},"modified":"2025-04-23T08:59:36","modified_gmt":"2025-04-23T08:59:36","slug":"how-to-connect-with-chinese-consumers-in-the-era-of-emotional-marketing","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-connect-with-chinese-consumers-in-the-era-of-emotional-marketing\/","title":{"rendered":"How to connect with Chinese consumers in the era of emotional marketing"},"content":{"rendered":"

In China\u2019s rapidly evolving and increasingly competitive consumer marketplace, transactional loyalty is no longer enough; brands need to connect with their target audience on an emotional level<\/h2>\n

While nothing new, emotional marketing \u2013 a kind of strategy that uses storytelling, personalisation, and emotional triggers to create a deep connection between a brand and its customers to drive engagement and loyalty \u2013 has emerged as a key strategy for brands in China in recent years.<\/p>\n

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A new prioritising of self-care, self-awareness and self-expression as part of consumption decisions is a common thread across China, the UK and many other countries, especially among younger consumers. As a result, consumers are increasingly looking for brands to fulfil their needs rather than persuade them to buy things.<\/p>\n

This has been driven by a number of factors, including economic instability, growing awareness of sustainability and, of course, the Covid-19 pandemic. According to China Skinny<\/a>, \u201cThe lockdowns and health risks [during Covid] forced consumers [in China] to reflect on what is important to them. It contributed to much greater self-awareness of feelings, emotions and previously-taboo areas such as mental health.\u201d<\/p>\n

Jack Porteous, Commercial Director at TONG Global, points to a textbook case of how this paradigm shift is affecting marketing campaigns with Nike\u2019s \u2018Just Do It\u2019 campaign. According to Porteous, the campaign \u201cwas really focused on pushing boundaries, self-discipline and self-development \u2013 in 2024, this seems a bit out of touch with the prevailing mood of young Chinese\u2026 a generation weary from a stuttering economy, the pandemic [and] stressful \u2018996\u2019 work environments.\u201d<\/p>\n