Westernized Branding in China

In China, it’s quite a fashion for Chinese companies to westernize their brandings. In many fields such as fashion, fragrance, luxury  accessories… many Chinese companies have chosen to communicate as “foreign” brands.

.

Why?

First of all, western brands often enjoy a better image when it comes to quality. “Made-in-Europe” or “Made-in-US” equals to a gurantee of quaility and performance for Chinese consumers.

.
“Fashion” “Design” “originality” are the words usually associated with foreign brands while it is difficult for a Chinese brand to benefit from such a credibility among Chinese consumers.

In the ready-to-wear industry, for example, all big brands are from the West and Japan, Korea.

.

Joe One a Chinese brand from Zhejiang who has been communicating for decades as a western brand.

.

.

Another reason that Chinese like foreign brands is their preference for exotic: some Chinese consumers  want to show they are openminded by  buying imported products: perfume from France, watches from Switzerland, cars from  Germany, shoes from Italy … A study by KPMG showed how the Chinese tend to associate a country with  a certain kind of products.

.

consommateur-chinois-luxe

.

“Made in China”: a bad reputation !

“Made in China” is always associated with junk products, low price and quality scandals.

.

Scandals

Regularly in China, many Chinese companies are bothered by the public opinion which consider that such brands claim to be western brand when they actually produce in China. See also the article fake foreign brands in China.

.
Da Vinci, a Chinese manufacturer of high-class furniture has been discovered manufacturing and exporting goods in Italy and importing back in order to obtain the “Made in Italy” certificate. Da vinci then sold his furniture in China at a price more than 20 times higher than the average price communicating on quality and Italian style.

screen shot of their website before the scandal:

.

.

The Chinese consumers felt betrayed by those brands.

The unclear information, the low quality, the fact of cheating on consumers are reasons  among many others that continue jeopardizing the reputation of Chinese brands.

.

How to make a western-Branding ?

 

1. The name: a Western name with its Chinese. Example: VANCL 凡 客

.
2. Use western models for your ads

.

moonbasa website

.

.

3.  Kaltendin, 意大利 品牌 卡尔丹 顿 can be regarded as an Italian Brand Kaltendin, yet it is a 100% Chinese brand. Incredible but true!

.

kaltendin

.

4.  A good trick: Joeone has been translated into Chinese 九 牧 王 Jiu Mu Wang, which has no meaning in Chinese in order to do as if it was a western brand. See also branding in China.

.

5. Translate your website into many languages even knowing that you sell only in China.

.

..

6. Using western celebrities as brand ambassador (often without permission). Here you will see an ad with the French singer Nolwen Leroy

.

.

 7. Some local brands such as condoms brands want to ensure the safety of their product with western couples in their packaging.

.

Donless poster

.

What do you think of these strategies ?

.

 

Marketing-to-china