How BBM Helps GAP Become More Culturally Relevant in China

April 19, 2024

Making a brand culturally relevant in China involves understanding the dynamic and evolving landscape of Chinese consumer preferences and the broader cultural, economic, and digital context. Here are 5 strategies, illustrated by examples and insights of BBM, that can help make a brand more relevant in China:

1. Intelligent Localization and Product Reinterpretation

BBM helped Gap to reinterpret American style for the Chinese market by understanding local consumer trends and preferences, which involved segmenting products to match Chinese consumer segments like "Modern Preppy, Urban Workwear, and Premium Blue" alongside traditional GAP logo segments.

Develop products that resonate with Chinese values and preferences while retaining the essence of the brand's global identity. This might involve creating local collections or special editions that reflect local festivals, traditions, or trends.

2. Agile and Local Supply Chain

BBM enabled Gap to reduce the design-to-shelf lead time significantly, demonstrating the importance of having a local and agile supply chain that can quickly respond to market demands.

Invest in local manufacturing and partnerships to ensure a responsive supply chain. This agility allows for rapid iterations based on consumer feedback and market trends, a crucial factor in maintaining cultural relevance.

3. Digital and Omnichannel Innovation

Leveraging Baozun technology to create more innovative and interactive user experiences is key. BBM's approach includes integrating marketing services from strategy to execution and using omnichannel strategies to enhance customer experience.

Embrace digital innovation by creating engaging online experiences and integrating online and offline channels. Use localized social media, e-commerce platforms, and other digital tools to engage with consumers, offer personalized experiences, and gather insights.

4. Understanding and Adapting to Market Realities

The current market for international brands in China is marked by nuanced complexity post-COVID, with challenges like brand nationalism and a more sophisticated consumer base.

Continuously research and understand the evolving Chinese market and consumer behaviors. Adapt marketing strategies to address changing realities, such as focusing on niche opportunities, aligning with consumer values, and staying ahead in digital commerce trends.

5. Creating Culturally Relevant Content and Collaboration

By partnering with local celebrities and engaging in culturally relevant marketing campaigns, Gap was able to increase its brand impact significantly, demonstrating the effectiveness of culturally relevant content and collaboration.

Collaborate with local influencers, celebrities, and content creators to develop marketing content that resonates with Chinese consumers. Participate in local events and leverage traditional and modern Chinese cultural elements in branding efforts.

To make a brand culturally relevant in China, it's essential to blend global brand identity with local tastes and preferences, leverage technology and omnichannel strategies, understand the rapidly changing market landscape, and engage in intelligent partnerships that enhance cultural relevance. Implementing these strategies with agility and insight can help international brands achieve sustained growth and relevance in the competitive Chinese market.

At BBM (Baozun Brand Management), we're leveraging our deep understanding of the Chinese market and command of B2C technologies. We remain dedicated to fostering intelligent partnerships that resonate with Chinese consumers, driving sustainable growth and innovation in this vibrant market.