The reputation and sales surrounding China’s unique festivals and events often reflect how well a brand has localized its strategy in the Chinese market.
- The Birth of a Trend
What do Chinese high school students wear on the day of the college entrance examination?
For years sportwear brands like Champion, Nike, and New Balance have dominated the fashion scene surrounding this pivotal day, thanks to their recognizable logos and slogans that align with the straightforward praise typical in Chinese culture. These brands have become the go-to choice for students gearing up for the big exam.
However, in 2023, the standout item was a Nike T-shirt featuring a “perfect score” design. The shirt’s back featured rectangular blocks resembling an answer sheet, with bold red letters spelling out “Perfect Score.” At the bottom right, the iconic “Just Do It” slogan added the cheeky touch: “You just focus on filling in the bubbles, leave the accuracy to me.”
This T-shirt quickly became the “battle armor” of 2023’s college entrance examination, making Nike the undisputed winner of the year. In fact, the sight of students sporting Nike outside the examination halls might have outshone the brand’s presence in retail stores.
Nike had previously released a “Perfect Score” T-shirt during past exams, but this 2023 version felt like an upgrade. Back in 2015, Nike made its first big splash in China with the “Nai Ke” series, incorporating the Chinese name “耐克” into the designs. The direct use of Chinese characters allowed consumers to quickly connect with the brand’s message, reflecting its commitment to localizing for the Chinese market.
While Nike has consistently made an impact during the college entrance exams, there’s no evidence of the brand running specific marketing campaigns for the event. This subtle yet effective approach ensures the brand doesn’t overstep its boundaries, staying relevant without overwhelming its image or limiting its long-term growth.
- Behind the Hottest Gaokao T-Shirt: Nike’s Successful Localization
The “100% Correct” T-shirt that took over the Gaokao season in 2023 was more than just a hit—it was a testament to Nike’s deep understanding of the Chinese market. This design perfectly captured the cultural significance of the Gaokao, China’s national college entrance exam, showcasing Nike’s ability to meet local consumer needs and execute a long-term localization strategy.
Localization today goes beyond simple “copy-paste” designs
Incorporating unique culture and geographical elements into clothing designs helps brands connect with local consumers and makes them feel valued. A great example of this is the national team jerseys seen at the World Cup, which often features designs deeply rooted in local heritage. However, cultural differentiation can lead to designs that feel superficial or shallow, which can range from minor annoyances to major missteps, potentially damaging the brand’s image.
In the past, adding a Chinese dragon to a garment or incorporating Chinese characters on shoes might have garnered attention, but today that approach no longer has the same impact. Consumers today are more discerning and can easily tell when designs are thoughtfully created versus mere cash grabs
For example, during the 2022 FIFA World Cup in Qatar, brands like Adidas, Nike, and Puma sponsored national teams and showcased culturally significant designs. Adidas, for instance, drew inspiration from the Mexican deity Quetzalcoatl for the Mexican national team’s jersey, while Japan’s jersey featured a print of origami cranes. For local fans, seeing their teams wear these culturally meaningful designs on the global stage not only connects them to their heritage but also strengthens their sense of national pride.
Traditional festivals like the Lunar New Year and Qixi have become battlegrounds for brand marketing
Chinese consumers now expect meaningful and innovative collections during these festivals. By collaborating with Chinese contemporary artists, brands can authentically convey their identity and values. For instance, ahead of the 2023 Lunar New Year, Adidas Originals partnered with renowned Chinese artist Han Meilin to launch a special collection, which stood out amidst the many festive releases.
In 2020, Nike tapped into the tradition of giving red envelopes for Lunar New Year, uncovering the deeper meaning of family bonds behind the custom. The heartwarming campaign it created continues to resonate, proving that great marketing can transcend time and remain memorable years later.
- Correctly Identifying New Consumer Trends Drives Tangible Sales Growth for Proactive Brands
In 2022, the Winter Olympics in Beijing sparked rapid growth in China’s outdoor skiing market. Ahead of the event, outdoor brands like Peak Performance and BOGNER entered China, opening flagship stores across the mainland to capture the emerging market. Established brands like Descente and BURTON also ramped up their marketing efforts to expand their presence.
According to Anta’s financial report, 2022 saw a 26.1% increase in revenue from brands like Descente and Kolon Sport, reaching 4.4 billion yuan.
A decade ago, lululemon capitalized on the yoga trend and entered mainland China. By the fourth quarter of its 2022 fiscal year, the company saw over 30% revenue growth in China, positioning it as a key market for future expansion.
Looking back at 2010, online shopping was still in its infancy, but Adidas had already launched an official flagship store on Taobao, pioneering new sales channels. In recent years, with the rise of livestreaming and short videos, sports brands have increasingly focused their advertising efforts on these platforms. According to QuestMobile data, by July 2022, sports footwear and apparel brands had shifted a significant portion of their advertising spend to short video platforms.
Effective localized advertisements may not always work across every country.
In Australia, for instance, Nike released a commercial featuring NRL player James Tedesco, who intentionally triggers a museum alarm by touching artwork. He remains calm and begins warming up as if preparing for a confrontation with the security guards, much like a football game. Created by the renowned agency Wieden+Kennedy, this ad portrayed a rebellious, “burn the bridges” spirit, which resonated well with Australian audiences.
However, in Asia, where there is a stronger emphasis on order and respect for rules, this advertisement might come across as excessive, potentially raising concerns about rule breaking. This example highlights that a good advertisement in one region may not translate well in another. To achieve the best results, brands must create strategies that align with local cultural values and market sensibilities.
On the other hand, poorly localized advertisements can seriously damage a brand’s reputation
Localization isn’t about copying or imposing external concepts, it requires understanding and respecting local culture. In 2018, Dolce & Gabbana released an ad titled Eating with Chopsticks, which sparked outrage among Chinese consumers. Despite the brand’s intention to connect with Chinese culture, the ad was seen as condescending and filled with stereotypical imagery that failed to resonate. The result was an incoherent ad that alienated local consumers.
As brand localization evolves, it has entered a more sophisticated 2.0 phase. Today, it’s not enough to focus on surface-level elements. Brands should aim to build deeper, more meaningful connections with consumers through thoughtful, culturally aware marketing. Successful localization isn’t simply about one-off campaigns; it’s a comprehensive process that requires the coordination of various resources.
Looking ahead, we hope sportswear brands will prioritize understanding the rich cultural and historical context of the Chinese market and create more products and campaigns that resonate deeply with Chinese consumers.
