Suntory, a Japanese brand, has attracted a lot of attention in the Chinese market in recent years. The company successfully disguised itself as a Chinese brand and won a large number of Chinese consumers. But with its true identity exposed, it faced unprecedented challenges.
Japanese brand's "Chineseization" strategy: Suntory not only uses Chinese on its packaging, but its production plants are also located in China. This has led many consumers to mistakenly think that it is a Chinese brand. In fact, Suntory's presence in China is so strong that its products can be seen in almost every convenience store, supermarket and social platform.
Brand transformation and challenges: Suntory initially had little to do with tea, and its flagship product was whisky. But after seeing the huge potential of the tea beverage market, it decided to enter this field. In order to be different, Suntory decided to create a brand image of "Chinese tea". Its advertisements are full of Chinese elements, such as tea farmers, Chinese landscapes, etc.
Market reaction: While Suntory has successfully established its brand image in the Chinese market, it has faced significant challenges as its true identity has been exposed. Many consumers began to boycott the brand in favor of other Chinese brands.
Suntory's experience has taught us that building a brand image is a complex process that requires truthfulness, transparency and integrity. While camouflage or imitation may bring some benefits in the short term, this strategy is not sustainable in the long run.
A brand's success depends not only on the quality of its products, but also on the relationship of trust it has with consumers. Suntory's case reminds us that brands need authenticity, transparency and integrity, which is the only way to earn the trust of consumers.
In today's globalized world, brands cross borders, enter different markets, and connect with different consumers. But how to build brand image and consumer trust in a foreign country? Suntory's case provides us with a negative lesson, but it also raises an important question: How can brands succeed in cross-cultural contexts?
Authenticity and transparency: As Suntory shows, consumers don't like to be deceived. They want brands that are authentic and transparent. This means that brands should clearly communicate their values, background, and goals when entering new markets. For example, if a brand is from another country, it should explicitly tell consumers this rather than trying to masquerade as a local brand.
Respect for local culture: Every country and region has its own unique culture and values. When entering a new market, brands should have a deep understanding of the local culture and respect it. This is not just to avoid offending consumers, but to create a deep emotional connection with consumers.
Establish a dialogue with consumers: A brand should not be a one-way communicator, but a participant in establishing a dialogue with consumers. This means that brands should listen to consumers, understand their needs and expectations, and adjust their strategies accordingly.
Provide high-quality products and services: Consumers expect high-quality products and services regardless of where the brand comes from. Brands should always maintain high standards of their products and services to ensure consumer satisfaction.
Social responsibility: In today's society, consumers not only care about the brand's products, but also about the brand's social responsibility. Brands should care about social and environmental issues and take action to address them.
In conclusion, brand success in a cross-cultural context requires in-depth market research, authentic brand communication and honest dialogue with consumers. Only in this way can the brand succeed in the global market.
In the context of globalization, brands face an important challenge: how to maintain a globally unified brand image while meeting the needs of consumers in different regions and cultural backgrounds. This involves how brands balance their global and local strategies, and how to ensure that their communication in a cross-cultural context is not distorted. We can learn this strategy:
Global Strategy: This is the core strategy of the brand, including the brand's core values, mission, vision and main marketing strategy. These should be consistent globally.
Local Strategy: This is the strategic adjustment made by the brand according to the characteristics and needs of different markets. This may include product localization, advertising strategy adjustments, pricing strategy adjustments, etc.
Gain a deep understanding of local culture: When entering a new market, brands should have a deep understanding of local culture, values, consumption habits, etc. This not only helps brands better meet the needs of consumers, but also avoids culture clashes and misunderstandings.
Establish a dialogue with local consumers: Brands should listen to local consumers and understand their needs and expectations. This can be achieved through social media, market research, consumer forums, etc.
Training and education: Brands should train their global teams in cross-cultural communication and management, ensuring that team members understand the characteristics and needs of different cultures and are able to effectively communicate with consumers from different cultural backgrounds.
Localization of ideas and strategies: While a brand's core message should be consistent globally, specific ideas and strategies can be adapted to the characteristics of the local market. For example, the creative, language, music, color, etc. of an ad can all be adapted to the local culture.
Use of technology: In the digital age, brands can use technology to strengthen their connection with consumers, such as using big data analytics to understand consumers' needs and behaviors, and using social media and digital marketing tools to establish conversations with consumers.
In short, in the context of globalization, brands need to find a balance between maintaining their global unified brand image and meeting the needs of consumers in different regions and cultural backgrounds. This requires brands to have a deep understanding of the characteristics of different markets, establish genuine conversations with local consumers, and flexibly adapt their strategies and ideas.
Building and maintaining long-term consumer trust is key to brand success. In the digital age, technology offers brands more opportunities to strengthen their connection with consumers. Here are some suggestions:
Provide high-quality products and services: This is the basis for building trust. Brands should always maintain high standards of their products and services to ensure consumer satisfaction.
Transparent and truthful: Brands should communicate openly and truthfully with consumers, without hiding any information and without misleading promotion.
Listen to consumers: Brands should listen to consumer feedback and suggestions and improve accordingly.
Social responsibility: Brands should care about social and environmental issues and take action to address them.
Integrity Management: Brands should comply with laws and ethics and refrain from unfair competition and business practices.
Social media: Brands can use social media platforms such as Facebook, Instagram, WeChat, etc. to establish direct contact with consumers, share brand stories, release new product information, collect consumer feedback, etc.
Big data analytics: Brands can use big data tools to analyze consumer behavior and needs to provide more personalized products and services.
Virtual and augmented reality: Brands can use VR and AR technologies to provide consumers with a richer shopping experience, such as virtual fitting, 3D product displays, and more.
Mobile apps: Brands can develop mobile apps to provide consumers with convenient shopping and service experiences, such as online shopping, booking services, redeeming points, and more.
Artificial intelligence: Brands can use AI technologies such as chatbots, voice assistants, and more to provide 24/7 service to consumers.
Interactive marketing: Brands can use digital technologies to run interactive marketing campaigns such as online sweepstakes, games, surveys, etc. to create a deeper connection with consumers.
Email marketing: Brands can use email marketing tools such as Mailchimp, SendinBlue, etc. to send regular newsletters, promotional messages, surveys, etc. to stay in touch with consumers.
In conclusion, building and maintaining long-term consumer trust requires continuous effort and sincerity from brands. In the digital age, technology offers brands more opportunities to build and strengthen their connections with consumers, but the most important thing is the authenticity, transparency and integrity of the brand.