How do Chinese brands like JDB leverage local culture for marketing?

Question

Accepted Answer

Chinese Brands Effectively Integrate Local Culture into Marketing Strategies

Chinese brands are increasingly leveraging deep-seated cultural understanding and local tastes to gain a competitive edge in the domestic market, as exemplified by Jiaduobao Group (JDB). This strategy allows them to resonate more effectively with consumers, leading to significant market share gains against global competitors. JDB's successful campaign, which tapped into the traditional Chinese medicine concept of "internal fire," highlights the power of culturally relevant marketing.
JDB's "Internal Fire" Campaign Drives Sales

Jiaduobao Group's marketing strategy for its canned herbal tea centered on the traditional Chinese medicine concept of "internal fire," which refers to an imbalance in the body. By aligning its product with this well-understood cultural notion, JDB created a compelling narrative that appealed directly to Chinese consumers' beliefs and health consciousness. This culturally rooted messaging, amplified by the sponsorship of the popular television talent show "The China Voice," propelled JDB's herbal tea to become the highest-selling canned drink in China.
Cultural Resonance Translates to Market Growth

The effectiveness of JDB's culturally attuned marketing is evident in its market performance. The company's share of the soft drinks market by value grew from 4.2 per cent in 2009 to 6.1 per cent in 2013, according to Euromonitor data. This expansion demonstrates how a strong connection to local culture can translate into tangible business success, allowing domestic brands to challenge the dominance of international players.
Broader Trend of Localised Marketing in China

JDB's success is part of a larger trend where Chinese brands are capitalizing on their innate understanding of local preferences. For instance, Hawley & Hazel, a joint venture involving Colgate-Palmolive, offers Darlie toothpaste in green tea and jasmine flavours, catering to Chinese tastes. Similarly, Tingyi Cayman Islands Holding Corp, a beverage maker, develops traditional Chinese flavours like snow pear and pickled plum. This strategic localisation allows Chinese firms to offer products that are perceived as more aligned with domestic consumer needs and preferences than those offered by many foreign brands.

Reading history

Hide →

This history is cleared when the page is closed.

How do Chinese brands like JDB leverage local culture for marketing?

Loading

Was this article helpful?

Helpful

Not helpful

Report an issue

1

0

0

Share with friends