The drivers behind China’s transition to emotional marketing

In the leadup to last Friday’s International Women’s Day in China, there were some interesting evolutions afoot. Whilst previous Women’s Days have seen females bombarded with flashy 'rah-rah' campaigns featuring celebrities endorsing feminist slogans, this year had more substance. The familiar pink hues provided a backdrop to a number of brands who have become much better at delivering authentic campaigns that truly connect with everyday Chinese women .?

The Women’s Day campaigns are symbolic of a shift that is finally happening in China. Consumers are increasingly responding to messaging that connects with them emotionally, rather than just the functional features and benefits that have deluged marketing touch points since consumerism took hold in China a generation ago.

The rise of emotional campaigns has been both pushed by brands and pulled by consumers.Brands have had to learn to adapt to serve this shift.

There are few barriers to entry for new upstart domestic brands to enter the market. It has never been easier to access data, which informs most of the decisions of both the newbies and established players in the market. The problem is, many brands are using the same data, which points to the same product innovations, using the same ecommerce and livestreaming platforms, meaning there is little point of difference between products and brands. It becomes a war of attrition about who can throw the most money at KOLs, yell the loudest, and offer the largest discounts.

The most sustainable brands – the ones commanding the greatest margins – are those with the brand equity. And that equity isn’t built using transaction-focused livestreams , but connecting with consumers emotionally. Brands are starting to realise this, which is helping swing communications and campaigns to be through a more emotional lens.

Fortunately, consumers are becoming more responsive to emotional messages. We were starting to see this happening pre-pandemic, but Covid took things to a new level. The lockdowns and health risks forced consumers to reflect about what is important to them . It contributed to much greater self-awareness of feelings, emotions and previously-taboo areas such as mental health . It is now perfectly normal for Chinese consumers to openly talk about their self-care lifestyle choices, whether it beand recently that has extended to buying accessories for their pet chicken, or indulging in fine-dining experiences at bistros . It is why consumers increasingly look to connect with nature and the outdoors .

As Chinese consumers strive to find a sense of belonging and purpose, brands who understand those intrinsic drivers and connect with them are much more likely to stand out and be more sustainable. It won’t provide the same instant sugar-highs asre transactional-focused initiatives, but as everyone says, China is a marathon, not a sprint.

China Skinny uses data to help inform decisions where they are appropriate , but at the same time, we have a deep understanding of the Chinese consumer psyche and effective methodologies to determine their emotional drivers and how they translate into marketing initiatives.