From Data to Culture: How Global Brands Are Trying to Win Over Chinese Consumers

Western brands are doubling down on new strategies to stay relevant in China, the world’s second-largest consumer market, as local competitors gain ground and shoppers become harder to predict.

Despite a slower economy, international names from Apple to Louis Vuitton and Kraft Heinz are adapting quickly, blending cultural understanding, digital innovation, and data-driven decisions to win back consumers’ attention.

For Kraft Heinz, promoting ketchup in China meant hiring a local agency to launch quirky campaigns, including decorating subway pillars to resemble ketchup bottles and marketing the sauce as a new twist on China’s famous stir-fried eggs and tomatoes.

According to Stephy Liu, founder of Shanghai-based marketing firm Good Idea Growth Network (GGN), success depends on mastering local platforms like Douyin and Xiaohongshu, where short videos and influencer marketing drive sales. “Foreign brands often think Douyin is just TikTok,” she said, “but the entire strategy, from team structure to content, must change for China’s market.”

Marketing experts say that localisation now goes beyond translation. It involves building dedicated product lines, investing in regional R&D, and spending heavily on digital engagement. “Winners in China dedicate over 40% of their revenue to marketing,” said Jacob Cooke, CEO of WPIC Marketing + Technologies.

E-commerce platforms in China also play a major role. Sites like Tmall and JD.com openly share sales data, giving companies detailed insights into consumer behaviour, a sharp contrast to Western platforms such as Amazon. Brands like Perfect Diary have used this access to identify pricing gaps and launch targeted, affordable products that resonate with younger buyers.

Even global icons are learning from this shift. Apple’s iPhone 17, launched in September, saw strong local preorders thanks to popular features and a new “cosmic orange” design, a shade that Chinese manufacturers quickly turned into matching phone cases.

Luxury houses are also adjusting their storytelling. Louis Vuitton’s cruise-ship-shaped store in Shanghai blends its European heritage with Chinese maritime history, symbolising how cultural storytelling can deepen emotional connection. Other brands such as Loewe and Burberry are working with Chinese artisans, from jade carvers to bamboo weavers, to reflect authentic local craftsmanship.

Marketing analyst Ashley Dudarenok, founder of ChoZan consultancy, said brands that build local R&D teams and cultural collaborations tend to outperform. “The key is moving from imitation to integration,” she explained. “Data and digital help, but genuine cultural respect creates lasting loyalty.”

For global companies, the path to Chinese consumers now runs through a mix of data precision, local creativity, and cultural connection, a formula that’s proving essential to stay competitive in the country’s fast-changing market.