Case Studies of Foreign & Locals Brand Marketing Effort in China

China’s vast population, coupled with an ever-growing economy, has made it a go-to destination for local and foreign brands alike. The Chinese market, however, is known for its complexity and the challenges in reaching out to its diverse consumers. This makes marketing efforts in China unique compared to other markets globally.

Marketing in China is not a one-size-fits-all approach. To succeed, brands need to truly understand the market and its consumers. In this article, we will explore how local and foreign brands have navigated the Chinese market, their marketing efforts, and the strategies they have used to capture the attention of their target audience.

Local brands in China

Over time, several local brands in China have emerged and have been successful in the market. These brands have a better understanding of the unique preferences and cultural nuances of the Chinese market. Some of the successful local brands that have embraced effective marketing strategies are listed below:

1. Perfect Diary – Perfect Diary is a skincare and makeup brand based in China. It was launched in 2016 and is now one of the most popular brands in the country. Perfect Diary leveraged social media platforms like WeChat, Weibo, and XiaoHongShu to reach a wider audience. They also engage their consumers via interactive campaigns on these social media channels, such as makeup tutorials, beauty contests, and user-generated content.

2. Haidilao – Haidilao is a popular hot-pot restaurant chain in China. The brand’s values of quality service and food have helped it maintain its popularity amongst consumers. The company has been able to leverage the latest digital channels and engage with their consumers through a WeChat mini-program that allows customers to monitor their waiting time and order food directly from their phones.

Foreign brands in China

As more foreign brands enter the Chinese market, they try to adapt to the market’s unique demands. Foreign brands have had to navigate China’s complex market and find ways to optimize their brand positioning. Examples of foreign brands that have done this effectively are listed below:

1. Nike – Nike is a global sports apparel and footwear brand. In China, they have been able to tap into the Chinese love of sports by sponsoring top athletes and having local marketing campaigns. Nike has also leveraged social media channels like Weibo and WeChat to engage with its consumers and create brand loyalty.

2. Coca-Cola – Coca-Cola is a globally recognized brand. To be successful in China, the company created localized marketing campaigns. They used the Chinese new year celebration to create a personalized ad campaign that resonated with their target audience. Coca-Cola also partnered with Alibaba to open their digital store to tap into the Chinese e-commerce market.


The key takeaways from this article are that understanding the Chinese market and catering to its unique preferences is essential for brands. Both local and foreign brands have to adapt to the changing consumer preferences to remain competitive in the market. Leveraging digital channels, creating engaging campaigns, and partnering with local companies are some of the strategies that brands can use to improve their marketing efforts in China.