{"id":6740,"date":"2021-01-15T08:36:39","date_gmt":"2021-01-15T08:36:39","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=6740"},"modified":"2025-04-23T09:57:18","modified_gmt":"2025-04-23T09:57:18","slug":"why-have-a-brand-mascot-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/why-have-a-brand-mascot-in-china\/","title":{"rendered":"Why you should consider having a brand mascot in China"},"content":{"rendered":"<h2>Mascots aren&#8217;t just for kids&#8217; brands in China. From Burberry&#8217;s cute critter WeChat stickers to the time-honoured KFC Colonel, having a cartoon representative may be more valuable than you realise. Matt Wills of Floob Creative explains why.<\/h2>\n<p>M&amp;M&#8217;s, Michelin, Monopoly, Nintendo, KFC and Pringles \u2013 all household names, and all have mascots that are synonymous with their brands. What helps these brands connect with their customers is a relatable, recognisable and memorable character that creates an empathic reaction in a glimpse.<\/p>\n<div id=\"attachment_6772\" style=\"width: 700px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-6772\" class=\"wp-image-6772 size-full\" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.43.18.png\" alt=\"T-Mall\" width=\"690\" height=\"360\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.43.18.png 690w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.43.18-300x157.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.43.18-585x305.png 585w\" sizes=\"(max-width: 690px) 100vw, 690px\" \/><p id=\"caption-attachment-6772\" class=\"wp-caption-text\">T-Mall&#8217;s feline games controller mascot<\/p><\/div>\n<p>Those familiar with Chinese giants TenCent, Meituan (the largest home delivery app) and T-Mall (the e-commerce megalith) will immediately recognise the QQ penguin, scooter drivers dressed in yellow with kangaroo ears on their helmets, and the video game controller-shaped cat head from T-mall advertisements plastered throughout Chinese subway stations.<\/p>\n<blockquote><p>Both in the West and in China, companies use mascots to differentiate themselves from their competitors and convey their brand personalities, but the key difference is their ubiquity in China<\/p><\/blockquote>\n<p>Both in the West and in China, companies use mascots to differentiate themselves from their competitors and convey their brand personalities, but the key difference is their ubiquity in China. Mascots \u2013 traditionally anthropomorphic cartoon characters \u2013 help companies build a more powerful brand image and persona, eliciting a direct intuitive response in consumers, and broaden the scope of a company&#8217;s engagement that takes the relationship beyond the purely transactional nature of purchasing.<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/five-key-consumer-trends-in-china-in-2020\/\" target=\"_self\" rel=\"dofollow\" class=\"ua73ad394c83b2dc00feac6b803b20e21\"><style> .ua73ad394c83b2dc00feac6b803b20e21 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .ua73ad394c83b2dc00feac6b803b20e21:active, .ua73ad394c83b2dc00feac6b803b20e21:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .ua73ad394c83b2dc00feac6b803b20e21 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .ua73ad394c83b2dc00feac6b803b20e21 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .ua73ad394c83b2dc00feac6b803b20e21 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .ua73ad394c83b2dc00feac6b803b20e21:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">Five consumer trends to watch in China in 2020<\/span><\/div><\/a><\/div>\n<div id=\"attachment_6775\" style=\"width: 699px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-6775\" class=\"wp-image-6775 \" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/01\/Screenshot-2020-12-28-at-08.49.06.png\" alt=\"\" width=\"689\" height=\"429\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/01\/Screenshot-2020-12-28-at-08.49.06.png 593w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/01\/Screenshot-2020-12-28-at-08.49.06-300x187.png 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2021\/01\/Screenshot-2020-12-28-at-08.49.06-585x364.png 585w\" sizes=\"(max-width: 689px) 100vw, 689px\" \/><p id=\"caption-attachment-6775\" class=\"wp-caption-text\">Jingjing and Chacha are two animated characters that police in southern China use to broadcast public messages<\/p><\/div>\n<p>\u201cThe Effect of Brand Mascots on Consumers\u2019 Purchasing Behaviors\u201d (2016) by Proud Arunrangsiwed and Isari Pairoa found that brand mascots significantly increase a customer\u2019s willingness to purchase products, create a more positive attitude toward the products, and heighten the possibility of purchase. In China, using <em>\u2018<\/em><em>ke-ai\u2019 <\/em>\u00a0(Mandarin for \u2018cute\u2019 ) characters and cartoons to convey messages is appreciably more common than in the West, and far more acceptable to the adult cultural palate; even the CCP uses cartoons to make public announcements, and recommends television broadcasters give priority to animated series.<\/p>\n<div id=\"attachment_6769\" style=\"width: 1255px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-6769\" class=\"wp-image-6769 \" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423.jpg\" alt=\"\" width=\"1245\" height=\"833\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423.jpg 1000w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423-300x201.jpg 300w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423-768x514.jpg 768w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423-585x391.jpg 585w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/shutterstock_1079084423-263x175.jpg 263w\" sizes=\"(max-width: 1245px) 100vw, 1245px\" \/><p id=\"caption-attachment-6769\" class=\"wp-caption-text\">QQ&#8217;s penguin mascot is one of China&#8217;s most recognisable<\/p><\/div>\n<p>Brand mascots are able to function as influencers on social media platforms and build a following around their stories. According to Synthesio, a social media analytics company, mascots notably outperform celebrity endorsers. Most companies in China have official WeChat accounts, and those with mascots periodically create animated stickers for their followers to download, share and pepper into their chats, tapping into the 1.2 billion monthly user rate of the platform.<\/p>\n<blockquote><p>According to Synthesio, a social media analytics company, mascots notably outperform celebrity endorsers<\/p><\/blockquote>\n<p>Similarly, Chinese companies\u2019 marketing departments will release seasonal posters depicting their mascots celebrating major Chinese and Western holidays and downloadable phone wallpapers for followers to decorate their home screens. After applying for the appropriate trademarks, a company\u2019s mascot can itself become a licensed intellectual property. Using the image and personality of a popular character can help the sales of consumer product lines such as apparel and toys, video games and animated media, and generate licensing revenue for the IP owner.<\/p>\n<div id=\"attachment_6770\" style=\"width: 449px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" aria-describedby=\"caption-attachment-6770\" class=\"wp-image-6770 \" src=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.30.54.png\" alt=\"B.duck\" width=\"439\" height=\"386\" srcset=\"https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.30.54.png 359w, https:\/\/focus.cbbc.org\/wp-content\/uploads\/2020\/12\/Screenshot-2020-12-28-at-08.30.54-300x263.png 300w\" sizes=\"(max-width: 439px) 100vw, 439px\" \/><p id=\"caption-attachment-6770\" class=\"wp-caption-text\">The waterproof radio B.Duck now features in a fashion line<\/p><\/div>\n<p>One example in China is B.Duck, which began as a company selling waterproof radios, and now has a successful line of products based solely around their character, including their own fashion apparel lines, as well as a long list of licensing awards. Matt Wills, founder of Floob Creative, a Shanghai-based design agency, focuses on exploiting the popularity of mascots in China. \u201cI noticed a hole in the creative market \u2013 whereas many design agencies focus broadly on logo and graphic design, we differentiate ourselves by specialising in character and product design.\u201d<\/p>\n<div style=\"clear:both; margin-top:2em; margin-bottom:2em;\"><a href=\"https:\/\/focus.cbbc.org\/how-to-emotionally-engage-with-chinese-consumers\/\" target=\"_self\" rel=\"dofollow\" class=\"ue42c8fbcd2cdc0434403f612f4656225\"><style> .ue42c8fbcd2cdc0434403f612f4656225 { padding:0px; margin: 0; padding-top:1em!important; padding-bottom:1em!important; width:100%; display: block; font-weight:bold; background-color:#eaeaea; border:0!important; border-left:4px solid #E74C3C!important; box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -moz-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -o-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); -webkit-box-shadow: 0 1px 2px rgba(0, 0, 0, 0.17); text-decoration:none; } .ue42c8fbcd2cdc0434403f612f4656225:active, .ue42c8fbcd2cdc0434403f612f4656225:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; text-decoration:none; } .ue42c8fbcd2cdc0434403f612f4656225 { transition: background-color 250ms; webkit-transition: background-color 250ms; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; } .ue42c8fbcd2cdc0434403f612f4656225 .ctaText { font-weight:bold; color:#E74C3C; text-decoration:none; font-size: 16px; } .ue42c8fbcd2cdc0434403f612f4656225 .postTitle { color:#000000; text-decoration: underline!important; font-size: 16px; } .ue42c8fbcd2cdc0434403f612f4656225:hover .postTitle { text-decoration: underline!important; } <\/style><div style=\"padding-left:1em; padding-right:1em;\"><span class=\"ctaText\">Read Also<\/span>&nbsp; <span class=\"postTitle\">How to emotionally engage with Chinese consumers<\/span><\/div><\/a><\/div>\n<p>Wills has a background in IP development and consumer product design, most recently as the creative director for Dark Horse Comics. \u201cIt was a natural fit for me, so I found the best illustrators, animators and designers in my network, and we are connecting with an increasing number of clients who see the value in having a character that resonates with their demographic.\u201d<\/p>\n<p><em>Matt Wills of <a href=\"http:\/\/www.floobcreative.com\">Floob Creative<\/a> can be reached at\u00a0<a href=\"mailto:hello@floobcreative.com\" target=\"_blank\" rel=\"noopener noreferrer\">hello@floobcreative.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mascots aren&#8217;t just for kids&#8217; brands in China. From Burberry&#8217;s cute critter WeChat stickers to the time-honoured KFC Colonel, having a cartoon representative may be more valuable than you realise. Matt Wills of Floob Creative explains why. M&amp;M&#8217;s, Michelin, Monopoly, Nintendo, KFC and Pringles \u2013 all household names, and all have mascots that are synonymous with their brands. What helps these brands connect with their customers is a relatable, recognisable&hellip;<\/p>\n","protected":false},"author":30,"featured_media":6773,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[204],"tags":[340,182,199,2427],"class_list":["post-6740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","tag-branding","tag-consumer","tag-culture","tag-paywall"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why you should consider having a brand mascot in China - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"Cute mascots are ubiquitous in China, and may be the key to helping your brand grow \u2013 here&#039;s why it&#039;s worth considering creating your own\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/why-have-a-brand-mascot-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why you should consider having a brand mascot in China - 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