Commentary: Global brands need to change the way they court Chinese consumers

WINNING OVER CHINESE MILLENNIALS AND GEN Z

Brands can leverage the curiosity and independence of young Chinese consumers through the following strategies.

First, companies can tailor their products to fit the local culture. KFC, one of the earliest fast-food chains to enter China, exemplifies effective localised marketing. It has continuously evolved its menu to include items that cater to local tastes and culinary traditions, going well beyond fried chicken.

For example, KFC introduced items like the Old Beijing Chicken Roll, a nod to Beijing’s famous roast duck, and regional variations such as Seafood Egg Porridge in Shanghai. This approach works – our latest cross-generation consumer survey found that KFC is the most popular fast-food restaurant to Gen Z and millennials.

Second, high-quality products that deliver on their promises are non-negotiable. Apple’s unwavering popularity among Chinese consumers can be attributed to its commitment to quality. Its products, perceived as status symbols, align with the desires of millennials and Gen Z for premium, reliable technology.

Third, companies must utilise digital platforms for marketing. Alibaba and JD.com have mastered digital engagement, using big data to personalise recommendations for customers and integrating social media into marketing campaigns.