{"id":15304,"date":"2025-02-07T12:30:53","date_gmt":"2025-02-07T12:30:53","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=15304"},"modified":"2025-04-23T08:49:31","modified_gmt":"2025-04-23T08:49:31","slug":"how-to-build-brand-relevance-and-customer-loyalty-in-chinas-consumer-market","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-to-build-brand-relevance-and-customer-loyalty-in-chinas-consumer-market\/","title":{"rendered":"How to build brand relevance and customer loyalty in China\u2019s consumer market"},"content":{"rendered":"\n

Building brand relevance and fostering customer loyalty in China\u2019s dynamic consumer market requires a nuanced understanding of evolving consumer behaviours and strategic engagement across various platforms. This article delves into key strategies, including emotional marketing, connecting with more cautious consumers, targeting niche consumer segments, and leveraging social commerce, to effectively connect with Chinese consumers.<\/p>\n\n\n

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Emotional marketing: Connecting beyond the product<\/strong><\/h4>\n\n\n\n

In recent years, the importance of building emotional connections with consumers has gained prominence, especially for brands targeting younger consumers. Products that offer emotional fulfilment, such as hobby-related purchases and even blind boxes, have become central to the purchasing logic of Gen Z. During the Singles\u2019 Day<\/a> shopping festival, surveys showed that more than 40% of young consumers prioritised emotional value when making purchasing decisions.<\/p>\n\n\n\n

Brands can tap into this trend by creating products and marketing campaigns that resonate emotionally with consumers. A strong example of this is brands finding a way to speak to female empowerment, an increasingly important topic among China\u2019s younger generations. Jack Porteous, Commerical Director, TONG Global (who will be speaking at the UK-China Business Forum<\/a> on 5 March), points to Aesop, which leveraged its International Women\u2019s Day campaign by spotlighting a diverse range of female authors and distributing their work. This type of meaningful storytelling aligns with consumer values and aspirations, enhancing emotional connections and brand relevance.<\/p>\n\n\n\n