Search for content of interest

  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia

CN FR
  • About
  • ServiceS
    • Branding
    • Innovation
    • Naming
    • Strategy
    • Research
    • Design
  • Work
  • Insights
  • News
  • LOCATIONS
    • Shanghai
    • Paris
    • New York
    • Singapore
    • Malaysia
CONTACT

EN

  • CN
  • FR

Home Insights Our Thinking Detail

EXPERTISE

  • Strategy

INDUSTRY

  • Tech & Digital
Contact Us

Brand Strategy: “JIA YOU!” – How to “Give Some Gas” to Your Fledgling China E-Commerce Business

In previous decades, breaking into the Chinese market felt as challenging as conquering the Great Wall for many companies. Rewind to the 1980s and 90s, and it seemed that unless you were a corporate giant like Coca-Cola or General Motors, the China market was out of reach. Fast-forward to 2017, and the scenario has drastically changed; China is now just a click away. E-commerce giants such as Alibaba, T-Mall Global, JD.com, and others have simplified access, providing an “easy” gateway to tap into the lucrative Chinese consumer market from virtually any corner of the world. Navigating this shift requires a strategic brand strategy tailored for success in the digital landscape. Explore insights on effective brand strategies to thrive in the ever-connected global market.

But is succeeding in the China e-commerce game as “easy” as most think?

While there are some amazing success stories of foreign players who have entered China through e-commerce, the reality for most is quite different. Most new players will enter into the e-commerce market in China with high expectations, but soon have the unpleasant reality hit them in the face. Many of these companies will inevitably try to change to another platform or partner with an effort to boost slow sales, only to later realize equally unimpressive results. Some of them will fail so miserably, that they will withdraw from China altogether and blame the e-commerce players for their disappointment.

Is it fair to blame your China e-commerce logistics partner for your failure?

Not really. In the rush to enter the China e-commerce bonanza, many companies and their marketing managers forget that rules of marketing and branding apply to China just as much (if not more so) as they do in other markets. It would be naive to manage your branding strategy on the hope that your Chinese e-commerce partner will do it for you. It simply will not happen. Your partner may allow you to access millions of potential buyers, but it is only a platform. Only you yourself are able to generate the needed demand by building your brand and marketing strategy for the Chinese market.

So what to do?

  1. Plan, plan, plan!
  2. Define your brand strategy first for China before you hop on the e-commerce platform. Take the time to analyze the market, do proper segmentation, study your competitors.
  3. Base your brand strategy on thorough research and insights – rather than “shooting from the hip” intuition. A local research partner who knows the intricacies of the market is fundamental.

For most brands, China is an entirely different “animal” compared to other markets. A cut-and-paste strategy you have used for other markets will not work. Rather, in many cases you will have to reinvent your branding strategy altogether to meet the ever-growing needs and sophistication of the demanding Chinese consumer.

Will this strategy be cost effective?

Indeed, entering the Chinese market is now more accessible than before, but it’s crucial to dispel the notion of doing so on a shoestring budget. Many small and medium enterprises mistakenly believe they can secure a share of the vast Chinese market with minimal investment, a strategy destined to fail. Instead, a prudent approach involves dedicating a significant portion of your marketing resources to enter China strategically. Developing a robust brand strategy and marketing plan is key, facilitating quicker and more effective sales generation. In the competitive and cut-throat Chinese business landscape, this investment significantly enhances the likelihood of success. Explore insights on crafting a winning brand strategy tailored for the intricacies of the Chinese market.

To summarize:

  1. Invest the time and resources to define your brand in the Chinese context.
  2. Localize your brand with the help of a local branding partner.
  3. Develop your e-commerce strategy in alignment with your branding strategy, and coordinate properly between your different local partners.

Following these simple steps will make the difference between success and failure.

  • SHARE
  • 
  • 
  • 
  • 
BACK

Sign up for our newsletter to get the latest insights, tips, and trends in branding, naming and innovation.

Related Article




Why Valorization Research Matters To Effective Brand Communication

In today’s hyper-competitive markets, brands are investing heavily in innovation, R&D, and product design—but too often, these strengths remain invisible to consumers…

Auto Brand Positioning: Buick Selling the American Dream

As we mentioned before, the new General Motors consists of four core brands with excellent auto brand positioning, including Buick, Cadillac, Chevrolet and GMC. Chevy is …

WEI Beauty: Can an American Herbal Skincare Brand Succeed in China?

In the summer of 2013, US based cosmetic herbal skincare brand WEI Beauty celebrated the launch of its WEI and WEI to go in Sephora China. WEI East, also from WEI Beauty’…

Bank Branding: Verbal Branding in Banking

Over the past few decades, the perception of banks has evolved from simple institutions for saving and loaning money to integral players in our daily lives. The dynamic s…

Unleashing Purpose-driven Potential through Brand Building Strategy

Branding is about building perceptions in the minds of customers and knitting those perceptions into a unique brand identity. This enables brands to charge a premium over…

6 Ways Brand Naming Can Transform Your Business Identity

One of the most critical choices you will make concerning your business is establishing an appropriate brand name. An excellent name means opening doors, attracting custo…

Name Analysis: Chinese Brand Names that Make You Happy

Explore the impact of Chinese brand names and their ability to evoke joy and curiosity. Learn how carefully selecting elements of a brand name can create a unique and joy…

Art of Naming: Creating Your Brand Language across Consumers’ Brand Experience Journey

In today's world, consumers actively seek authentic and meaningful brand experiences. To meet these expectations, brands are increasingly focusing on evaluating their ove…

Ready to take your brand to new heights?

Let's start a conversation.
  • NEWSLETTER
  • CAREERS
  • PRIVACY POLICY
  • Labbrand Group
  • Labbrand
  • Madjor
  • SpringPillar

* Will be used in accordance with our Privacy Policy

A Labbrand Group Company © 2005-2025 Labbrand All rights reserved

沪ICP备17001253号-3
  • Follow us:
  • 
  • 
  • 
  • 
  • 
  • 

Contact us to get the latest insights, tips, and trends in branding, naming, and innovation.

* Will be used in accordance with our Privacy Policy

Cookie Notice

To improve your experience, we use cookies to provide social media features, offer you content that targets your particular interests, and analyse the performance of our advertising campaigns. By clicking on “Accept” you consent to all cookies. You also have the option to click “Reject” to limit the use of certain types of cookies. Please be aware that rejecting cookies may affect your website browsing experience and limit the use of some personalised features.

Accept Reject