As we know China is a huge “rooster” on the map, we easily forget that China is segmented physically and emotionally when it comes to perceptions for brands and products sold in the market. Consumers from different regions have their own different perceptions and most of time, they don’t agree with each other. As marketers, the loophole is that we naively believe that the innovation which is successful in Shanghai, where usually acts as test market will achieve the same goal in other parts of China. There are so much nuances we are liable to ignore when it comes to cultures.
With years of in-field interviews with local consumers across China, I do have acknowledged some “common sense” about the populations in different region.
For example, can you tell the difference among men from Shanghai, Chongqing and Chengdu? As I was from Chongqing, I knew one or two thing about the different nuances.
· Shanghai men is perceived the gentlemen in China. They are normally very polite and behave with good manner due to their being raised up by Shanghai women who were the first women in China being westernized to know what is right way to be treated by men and they taught this manner and behaviors to their sons.
· Chongqing men look rough with hot temper, but indeed they were educated to be “soft ear耙耳朵” to fear their wives at home. Chengdu men do share many traits like this with Chongqing men. But nuances are Chongqing men’s so into hotpot 火锅, while Chengdu men are into tea.
When it comes to build the relevance with their consumers, brands do need have this culture sensitivity / nuances. Otherwise, it will cause brand backlash as not being authentic. On culture savviness, KFC and McDonald, nicknamed with “Kai Feng Cai开封菜” and “Jing Gong Men金拱门” respectively by Chinese consumers have demonstrated how these two brands are the champions in China. When I travel to Sichuan region, I always order the fried chicken with special dry crispy chili source which is exclusive in Sichuan region. Even Sichuanese travel to other parts of China and order the chicken with same dry crispy chili source in KFC and they surprisingly found no such thing outside of Sichuan.
This little gesture from the brand undoubtably win the heart and stomach of the local consumers in Sichuan region. Thus enhance the brand relevance and loyalty. Sometimes, the brand does not need to invest too much in the brand innovation to delight their consumers. Being attentive to the culture nuances would boost the brand confidence to grab the market.
In recent years, we are more tapping Guochao国潮 as a theme to adapt the international brands esp. luxury brands to the Chinese environment. And we found the international luxury brands like Burberry, Gucci, etc. fell into the loophole of so called Guochao with no authentic cultural understanding of the oriental / Chinese aesthetics. Most Chinese consumers including me are complexed by the so-called China themed series or advertisements by those big names. On the contrary, some niche Chinese brands quickly catch up and come up with innovative products which is deeply-rooted understanding of Chinese culture and aesthetics to grab the market share from the international brands. To Summer is best exemplar when it comes to aesthetics rooted in Chinese culture and heritage with the unique brand position as the oriental fragrance brand to compete with international ones like Jo Malone and Diptyque. To Summer’s brick-and- mortar store in Hunan Road with French Concession Zone in Shanghai is a best exhibition hall to demonstrate their brand theme “oriental aesthetics” which provides an immersive experience of the Chinese culture and tradition through dedicated interior and product design.
Nowadays, more and more big luxury brands are coming to realize using Chinese culture and aesthetics into their product innovation with the sense of authenticity to resonate with the Chinese audience. Louis Vuitton’s most recent Tambour Opera Automata, playing on the theme of Bian Lian originated from Sichuan opera to create a series of mask changes on the timepiece’s face with an array of facial emotions. What a masterpiece of paying homage to the Chinese culture and heritage!
Being cultural savvy is failsafe trial to connect with your local audience. It starts that a brand, esp. an international one, is willing to be authentically listening to their local audience and adapts the design and innovation accordingly to show respect to their audience. It is called culture intelligence.
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