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Engage your Chinese Consumers Better

2023 China Brand Collaborations

Perfect Diary C-Beauty cosmetics

Aim2D: real time, 24/7 #ChinaBusinessMarketing, Tech and Social Media News Portal of The Bicaverse based in sunny Shunyi, North east Beijing. Tuesdays we look at business, marketing, tech or social news in and around China. Friday is image gallery where we examine a place, topic or subject giving you greater insight, background to life in China, and of course, your Chinese consumer. If hard, practical, realistic China consumer marketing support is what you need, do drop into our sister site: Unegager. Finally, in a sign of the times, we can assure you that our content is 100% loving created and hand crafted by a fellow human. No AI chatter bots here.

Hello, today we are, as the title suggests, looking at brand collaborations in China. Not that there is anything new in that.
Heck, it’s been practiced for decades. Probably longer, maybe as far back as when humans began trading amongst one and other.

Traditional co branding is a marriage of 2 brands , generally in the same field or similar sector. The most obvious and perhaps clearest example is a well known tennis (or any sport) athlete, teaming up with a sports wear brand. An automobile maker join forces with an oil company.

Now maybe the lights are coming on and, again, maybe with some effort you can think of a few others. So, what’s the big deal? It’s a common business or marketing technique. Everyone does it.
All true points. And that’s the problem

Co branding or brand collaboration has become so common, so mainstream today that most people don’t notice it. And, in so far as marketing is concerned, that’s a big deal. Why?
Because marketers aim is to have you notice and think twice about a product. They need the brand to stand out.
Not merge into a sea of sameness.

So, for a few years now, we have seen brands pushing the envelope. Joining forces with others whose product – or service- may be in a totally different niche. Some years back now, a global kit set furniture maker teamed up with a technology company promoting their range of office furniture. We have noticed bands widening their scope of their partnerships since circa 2020.
All aiming for that double take – to be noticed.

Brand Collaborations – 2023 China.

Although 2023 is still a young shoot, China’s growing strength, both international and as a consumer base is attracting internal brands who may see the European market slowing. This is not just an extension of marketing to Chinese, but a little more subtle. By collaborating with Chinese designers and the like, perhaps they are hoping to lend a “Made in China” vibe? Appealing more to the patriotic side of Chinese consumers?
So, the purpose of associations or collaborations is also changing, as is the way success is measured.

However, Chinese brands are also climbing on the band wagon

“Not only do we collaborate with other brands and artists to increase our voice in the marketplace, but we are also building bridges to express diverse attitudes and ideas,” he says. 

Chinese ready-to-wear concept store Randomevent’s founder Younker Hong,

RECOMMENDED READINGClot Gives McDonald’s A Streetwear Makeover In ChinaBy Wenzhuo Wu

Clot and McDonalds produced the most visually-delicious pop-up of the year, so far. Photo: Clot x McDonalds
Clot and McDonalds produced the most visually-delicious pop-up of the year, so far. Photo: Clot x McDonalds

For a better understanding of Brand collaborations in China, Jing Daily’s Sadie Bargeron presents an excellent analysis:

What 2023 Has Taught Us About Chinese Brand Collaboration So Far

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