The rise of “affordable alternatives,” the prominence of emotional appeal, and the normalization of reviews and comparisons are all signs that Chinese consumers are redefining their relationships with brands through new values. Among the surveyed group, “higher-quality product upgrades” is the most important factor when choosing products (49.0%), followed by a good service experience (43.5%). Excellent quality and service help brands succeed in the present.
Looking to the long term, brand affinity is more closely tied to emotional and psychological appeals. The top three sources of brand affinity, as chosen by the majority, are customer service (53.1%), reflecting one’s personal lifestyle or attitude (38.9%), and a sense of social responsibility (38.0%). Chinese consumers are now connecting with brands more proactively, expecting them to symbolize their lifestyle and values. Only by fulfilling these deeper psychological needs can brands enhance affinity and support long-term brand development.
Information dissemination has entered a decentralized era, where the active participation of content creators is driving a flourishing content ecosystem. Everyone can now build their own digital content world. With the support of algorithmic recommendation systems, this rich supply of content allows brands to accurately match with Chinese target audiences.
Key opinion leader (KOL) marketing not only enables quick Chinese audience targeting but also enhances brand affinity by leveraging the trust that KOLs have already built. A creator’s influence begins with quality content, and meaningful dialogue between brands and consumers also relies on quality content; it is the foundation for winning over Chinese consumers.
Among the surveyed population, 80% recognized the value of KOL promotional content they had viewed (believing it provided useful information or was of high quality). Additionally, 95% of Chinese consumers did not reject promotional content from KOLs, and of these, 91.6% believed that KOL recommendations were helpful in their purchase decisions.
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About MMG Thailand:
MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success.
We:
We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.
With the Chinese internet traffic ecosystem moving toward the Internet of Everything, brand marketing is being driven by the dual push of technological iteration and media upgrades, enhancing scenario-based mobility and personalized experiences.
Driven by demand recovery and technological iteration, China’s online advertising market continues to expand, showing a steady growth trend
Starting from emotions to build consumer identification and deepen brand value.
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