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5 minutes
China brand strategy is changing fast. Legacy branding and global fame are no longer enough. A new report by Alibaba and Peking University’s Consumer Brand Index (CBI) analyzes the behavior of nearly 1 billion Chinese consumers. The data reveals five key shifts that brands must act on to stay relevant in 2025 and beyond.
Chinese consumers want evidence.
Clinical results now matter more than marketing slogans.
SkinCeuticals gained market share by publishing dermatologist-backed content and using real product data.
It ranked 82nd in the index without relying on celebrity endorsements.
Action: Share measurable product outcomes. Use expert voices and transparent testing to build trust.
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In pet care, six of the top seven brands are domestic. -
Pop Mart grew rapidly by letting consumers shape their own identity through the product experience.
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Laopu Gold reached the top 20 by focusing on ancient Chinese craftsmanship. -
The brand operates few stores and avoids mass exposure.
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Apple still performs well, but brands like Huawei and Xiaomi are gaining quickly. -
Chinese shoppers want quality, but they also expect localized innovation.
Cities like Zhengzhou, Chongqing, and Hefei are outpacing Tier-1 metros.
These consumers expect the same variety and quality but prefer regional marketing and community-driven content.
Action: Invest in local logistics, region-specific campaigns, and city-level insights.
Prove value with measurable results
Localize everything: product, pricing, content
Focus on narrow markets with clear needs
Prioritize Tier-2 cities with tailored outreach
Treat China as a core market for innovation
China brand strategyin 2025 requires agility, insight, and local relevance. Need support adapting your brand for China’s new reality? Contact us to get started.
KRDS is an independent agency with offices in Shanghai, Hong Kong, Singapore, France, India, and the UAE. We focus on ideating and executing mobile-first social media content and experiences for top brands. Until today, we have handled over 2,000 digital campaigns across 45 countries, for companies like Vivo, BNP Paribas, Volkswagen, Hyatt, Singapore Airlines, HP, Johnson & Johnson, LVMH, Unilever, Nestlé, Tag Heuer, Converse, Air France, and L'Oréal.
Are you looking for an incredible agency? Have some questions?
Contact us:
greaterchina@krds.com
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