The Chinese consumer market, with its vast size 20 times Germany, and offer to fashion Brands immense opportunities for businesses across all sectors, especially considering the Chinese propensity to purchase premium products.
However, it’s critical for brands to understand that generic communications won’t cut it in this ‘immense market.’ Successful companies in China are those that target very specific segments of the population. In this article
Luxury International Brand have been present in China for many years, and Chinese consumers are becoming increasingly demanding and familiar with them. Just good communication is no longer enough, especially with Generation Z1, who likes to compare products before purchasing. This is partly why social networks like XiaoHongShu (Little Red Book) are so successful, where consumers share their purchase experiences.
To make your company stand out, fashionchinaagency recommend the following three steps:
Step 1: Promote the technical aspects of your product. Since young Chinese consumers are comparative shoppers, it’s essential to show them that your product is unique in both form and substance. Step 2: Highlight the unique experience your product offers. Make the sale an experience for the user and communicate this unequivocally in your advertisements. Step 3: Focus on visuals. Emphasize the modernity of your product. Foreign implies quality and modernity, so don’t neglect your packaging!
Target your ideal consumer (called “persona” in marketing), not the masses. In both Europe and China, consumers need to feel understood by the brands they trust. They will quickly differentiate between a company that has researched Chinese culture to offer an experience close to the customer and a brand that just wants to make numbers. That’s why I always propose cultural articles in my thematic files: understanding Chinese culture is key to your business’s success in China.
if Chinese consumers see that a westerner brand has made the effort to understand Chinese culture and highlights it in communication that bridges our two cultures, they will talk about it. They will recommend your brand, and you will have succeeded in what few companies manage to do: stand out and win the hearts of the Chinese, whatever your prices.
Targeting your ideal consumer,” often referred to as a “buyer persona” in marketing, is a foundational strategy used to better understand and connect with the specific group of customers most likely to buy your product or service. This concept involves creating a detailed profile of your ideal customer based on both real data and some educated assumptions. The persona typically includes demographics, behavior patterns, motivations, goals, and pain points.
In the context of luxury marketing, understanding and creating a buyer persona is particularly crucial because luxury brands often cater to a very niche, specific market segment. Luxury consumers are not just defined by their ability to purchase high-end products but also by their lifestyle, values, preferences, and motivations behind choosing luxury over mainstream.
Application of Buyer Persona in Luxury Marketing in China:
- Detailed Demographics: For luxury brands, demographics go beyond age, gender, and income. It includes lifestyle preferences, such as their favorite travel destinations, hobbies, and social circles.
- Psychographics: This includes understanding the values, attitudes, and interests of the luxury consumer. For instance, are they driven by exclusivity and status, or do they value craftsmanship and heritage?
- Purchase Motivations: What drives this demographic to purchase luxury goods? Is it a love for quality and design, a desire for differentiation, or an aspiration to belong to a certain societal status?
- Customer Journey Understanding: Luxury consumers often have a unique path to purchase, which may include personalized experiences, one-on-one consultations, and a high level of engagement with the brand before making a purchase.
- Brand Alignment: Luxury consumers in China often seek brands that align with their personal identity. Creating a persona helps luxury brands position themselves in a way that resonates deeply with the values and self-image of their target consumers.
- Customization and Personalization: Luxury consumers value experiences and products tailored to their unique preferences. Understanding the buyer persona allows luxury brands to tailor their marketing messages, product offerings, and customer experience to meet these expectations.
- Communication Strategy: The channels of communication and the style of messaging are key in luxury marketing. A well-defined persona guides where and how a luxury brand should communicate – be it through exclusive events, high-end publications, or bespoke digital marketing strategies.
- Loyalty and Relationship Building: Luxury marketing is as much about building long-term relationships as it is about making a sale. Understanding the persona helps in crafting loyalty programs, exclusive offers, and customer service strategies that cater to the high expectations of luxury consumers.
In summary, in luxury marketing, targeting your ideal Chinese consumer through a well-crafted persona is not just about selling a product; it’s about selling an experience, a lifestyle, and an identity that resonates with the aspirations and values of a highly selective audience. This targeted approach is key to cultivating brand loyalty and achieving long-term success in the luxury market.
Rethink inbound marketing: put yourself in the shoes of the Chinese consumer. What are their expectations, needs, doubts? How can you help?
Value your products, not your KOLs (Key Opinion Leaders or Key Opinion Leaders), are Chinese influencers
In general, they gather several million subscribers on social networks and can either give great visibility to your brand or cause your sales to drop depending on their famous… opinions! If you go through KOLs, your visibility will explode, but be careful not to forget the essentials: it’s not the KOL you want to promote, but your product! In your communications, put the product back in the center.
Today, many brands use KOLs, but few manage to generate long-term business. Their visibility explodes for a given time, and then fades away. Try to remind consumers of the uniqueness of your products and why they are ideal for them.