China’s consumer market has always been marked by its vast size and striking diversity, encompassing a range of incomes, regional cultures and consumer preferences. Increasingly however, savvy brands are looking beyond simple demographic characteristics to build deeper connections with consumers.
Consumer tribes are networks of consumers who share an interest, passion or emotional state. They may also follow the same influencers or connect via the same social media platforms. These tribes can be broad and value-based – people who are concerned about environmental degradation, for example – or based around specific subcultures – people interested in street dance, for example.
In China, consumer trends that have attracted particularly vibrant subcultures in recent years include hanfu clothing (e.g., wearing traditional Han dynasty-style clothing), anime, zero-waste living, and Buddhism. What ties these trends together – particularly those that are popular among Gen Z – is a desire for self-expression and identity construction. As Antoaneta Becker, CBBC’s Director of Consumer Economy, UK, noted at China Consumer 2023, today’s Chinese consumers demand to participate in and co-curate consumer experiences. Often, this takes the form of user-generated content (UGC) on social media.
Another common thread tying many subcultures together is guochao or ‘China chic’. Chinese consumers are particularly receptive to brands that celebrate and promote Chinese cultural identity, particularly domestic Chinese brands. International brands are still succeeding, however, but they need to understand and respond to the changing preferences and strike a balance between their international identity and the local cultural context.
When it comes to marketing approaches that appeal to consumer tribes, “start with insights to understand alignments with your brand,” advises Arnold Ma, CEO of digital creative agency Qumin. “Brands often make the mistake of jumping on the most current, or the most trending, subculture, even if it has no overlap with the brand – which can make marketing efforts empty and meaningless.”
Success in China hinges on continued curiosity; the speed of change and fluidity of consumer identities mean that we should all be constantly questioning our understanding and approach to the market
When gathering insights into consumer tribes, it is important to look deeper than surface level to find out why consumers are interested in a particular subculture. For example, it’s not enough to decide that your brand is going to focus on mental wellbeing; you need to think about why it’s a priority for your brand, why it will resonate with your target consumer, and how you will convey that with your messaging. The majority of Chinese consumers are finely attuned to the authenticity of marketing campaigns and are not afraid to take to social media to criticise companies for being superficial.
Finally, Ma cautions against trying to be something a brand can never be… part of the subculture. “Instead, facilitate conversations, build platforms, and uplift creators that are natively aligned with your brand,” he says. This is a much more authentic way to build brand awareness and loyalty.
The increasingly in-depth segmentation of China’s consumer market presents both challenges and opportunities for UK businesses. As China continues to evolve rapidly, staying up-to-date with to the latest consumer trends and understanding the different tribes is more important than ever.
Explore the world of consumer subcultures and tribes at China Consumer 2024
CBBC’s flagship consumer event, China Consumer, will take place in London on 14 October 2024. The event will explore a diverse range of topics, including phygital retail, sustainability in China, and cybersecurity through panel sessions, brand interviews, a networking lunch, and break-out workshops.
Click here to purchase tickets
