How can international brands succeed in local marketing? Navigating the vast and dynamic Chinese market presents a significant challenge for many global brands.
In response, numerous brands have employed creative tactics, such as integrating traditional Chinese elements into their advertising, partnering with institutions like the Palace Museum and Peking Opera, capitalizing on national trends, and engaging local celebrities to endorse products or sponsor events.
Yet, these strategies often fall short. Many Chinese cultural references do not naturally align with the identity or values of foreign brands, making integration difficult. Over-reliance on superficial collaborations or trend-jacking often fails to establish lasting consumer recognition, let alone create a meaningful local identity and bridge cultural gaps.
So, how can brands effectively communicate with Chinese consumers through localized marketing to build recognition, long-term affinity, and loyalty?
Heineken® is a notable example of successful local penetration. Through a strategic cultural marketing approach, the international beer brand has provided Chinese youth with a new lifestyle and sense of “identification.”
喜力啤酒集团2022年度业绩
Lifestyle brands like Heineken® often leverage lifestyle trends and cultural scenes to form deeper emotional connections with consumers by establishing brand values and ideals. Heineken® found its breakthrough by tapping into the “Chinese electronic music” scene.
1. Identifying a Cultural Avenue: Aligning brand identity with local audience resonance
Selecting the right cultural avenue is crucial for driving rapid brand growth. A cultural theme with “latent explosive potential” allows brands to establish a viable entry point and achieve impactful growth. Heineken®’s entry into China’s electronic music scene in 2021 is a prime example of seizing an opportunity by addressing the spiritual needs and challenges faced by Chinese youth while leveraging the developing industry environment.
In today’s environment of uncertainty, young people grapple with internal pressures, life stress, and a pervasive sense of isolation in an increasingly fragmented society. Electronic music offers a cathartic release and fosters a sense of belonging among like-minded individuals, perfectly aligning with the emotional needs of modern youth.
China’s electronic music scene has witnessed remarkable growth in recent years. Chinese DJs are gaining prominence on global top 100 DJ lists, and electronic music is becoming increasingly popular across various platforms. In 2021, new and existing songs in key music genres experienced a 4.5% increase in popularity compared to 2020, with electronic music showing the most robust growth at 11.8% year-over-year. The rapid rise of electronic music has led experts to identify China as the “next emerging electronic music market.”
Source：腾讯音乐数据研究院
2. Defining Cultural Communication Strategies: Building brand identity by driving cultural growth
Instead of merely leveraging the influence of electronic music, Heineken® has aligned itself with its evolution, fostering growth within the electronic music culture.
- Approach: From event support to ecosystem development
Heineken diverges from the typical “traffic-leeching” strategy, where brands rely on sponsorships and event integration. Instead, the company engages in a deeper, more systematic effort to promote cultural development:
Heineken introduced the “Heineken Soundscape” platform in China, inviting renowned DJs from across the globe. This initiative not only elevated the platform but also raised the prominence and influence of Chinese electronic music on an international scale. Through sponsorships and hosting electronic music festivals, Heineken® provided platforms for performances, nurturing local talent.
Collaborating with NetEase Cloud Music and QQ Music, Heineken® sponsored electronic music charts for a full year. This authoritative partnership cemented its reputation as a professional and influential player in the electronic music scene.
- Mode: From Leading Trends to Championing Cultural Co-Creation
Heineken® didn’t act alone in their cultural initiatives, they leveraged “consumer power” to create a shared experience.
Partnering with the variety show Super Sensory Star Electronic Music, Heineken® launched the #ElectrifyingChallenge on Douyin, inviting producers and audiences to create dance content. The campaign sparked over 530 million views, showcasing vibrant user participation.
Collaborating with local musicians to create Chinese-style electronic music, Heineken® built a collection of culturally relevant material. These efforts resonated with local audiences, drawing them closer to the brand. By championing “cultural co-creation,” Heineken® has demonstrated that inviting consumers to participate in building brand culture creates a stronger, more meaningful bond than transactional interactions. This collaborative approach is emerging as a key trend in modern brand-building.
3. Establishing a Cultural Role: From Participant and Promoter to “Trusted Partner”
Heineken surpassed its role as a trend participant, evolving into an integral part of contemporary Chinese youth culture. The brand has achieved more than just creating a cultural label or identity, it has built a “local cultural ecosystem” in collaboration with young Chinese consumers.
Within this domain, Heineken® has established a unique communication framework centered around “electronic music.” Through this system, the brand has positioned itself as a cultural icon with a sense of “priority” and “strong exclusivity.” When Chinese consumers think of electronic music, they instinctively associate it with Heineken®, a symbol of avant-garde, fresh, and liberating experiences. This association extends to celebratory and party-related consumption moments that reflect the brand’s identity.
Looking ahead, Heineken® is poised to deepen its localization in China. Its focus on electronic music culture marketing and cultivating cultural ecosystems will remain at the heart of its strategy. As this “international brand localization success story” continues to evolve within the realms of electronic m
