Brands were previously the only master of their marketing and the only one to influence their environment. But nowadays, Chinese consumption methodology has changed. Indeed, we are entering a new era more and more open on social media. Therefore, brands need new marketing approach to satisfy the needs of new targets, sometimes… hard to satisfy.
I. How is cultural marketing organized?
From now on, to make their products essential, brands have all interest in using a three steps process, called cultural marketing.
A process that can be applied to any market, but more particularly for the Chinese market, where the demand for customer service is high and where opinions are easily spread through the intermediary of social media.
II. What does the different steps really mean?
- “Understanding” means that brands should deeply analyze the market and gather detailed information on their clients.
- The headquarters of these brands should also collaborate with local agent in order to communicate successfully on their brand identity, through the use of different tools and contents adapted to the Chinese customer.
This step is based on a flexible information team ready to cooperate with a specialized consulting firm and their local subsidiary. Logically, the more knowledge are gained and the bigger are the chance of success.
- Then comes the “planification” It’s a step during which one the brand managers set up a strategic plan which will combine the brand DNA, product innovation and the previous step. This combination is called “intelligent report” and allow a company to create specific actions for every market at all stage of society.
The Gucci brand got a great success in China while developing this step. Their new approach of the Chinese market by their social media project #GucciGram is part of it.
Since Alessandro Michele reached the artistic direction of Gucci, the creativity of the brand literally exploded. A creative BigBang.
Today, the double G house is going further while launching the new artistic platform #GucciGram, which is currently inviting digital artist and global picture creator, established or unknown of the public, to take over the Gucci brand codes and integrate it to their artwork.
The Chinese New Year Wechat campaign of Dior is a notorious example.
Indeed, with three iconic bags:
- The saddle
- The Tote book
- The Lady Dior in Jouy cloth
The brand has respected the Chinese heritage while using the DNA of the French fashion house.
- Then, we’ll find the last step: “exchange”. Probably the most important one. It’s about the integration of subscribers and client’s comments in a followed strategy.
Last July, many followers of Dior have criticized the low quality of a contribution video from the bloggers Elle Lee, who was part of a collaboration created for the launch of the new bag Dior Saddle.
To conclude, cultural marketing is an essential in China for brands development.
Indeed, the key of success is about knowing the habits and trends of a different country. Chinese customers are without any doubts belonging to the most demanding and sensible clients. Many brands tend to be too much focus on their history and patrimony, without trying to speak their client’s language, while using flexible marketing strategies.
From now on, Chinese customers aim to be a significant part of brands’ development and not only referred as a simple “target”.
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