The latest edition of the China Café, organized by the Netherlands China Association, was held on June 16 in Utrecht and drew a diverse and engaged audience interested in global branding dynamics. This edition, titled “Building Brands Across Borders – Lessons from China and the West,” featured an interview conducted by Lianne Baaij of Aldo Spaanjaars, a veteran with over 25 years of brand-building experience across both Chinese and Western markets. With leadership roles at JWT, Adidas, Lacoste, and Anta Sports, and as co-author of Dragon Tactics, Spaanjaars offered a compelling and richly illustrated discussion on branding strategy across cultures.
Key Insights from the Session
- Branding Across Cultures: An Evolving Perspective
Spaanjaars traced his professional journey through global companies, explaining how his branding philosophy matured with each role. Early in China, he operated with a typical Western mindset, only to quickly realize the Chinese market’s emphasis on speed, short-term gains, and trend responsiveness. His time at Anta Sports, in particular, taught him to reconcile agility with long-term brand equity, ultimately redefining his approach to brand-building.
- Brand = Trust vs. Brand = Trend
In Western markets, trust and consistency are pillars of successful branding. In contrast, Chinese consumers often prioritize novelty, speed, and influencer-driven credibility. While trust remains important—especially in categories like infant nutrition or automobiles—Chinese brand loyalty is often transactional and influenced by current trends.
This divergence can be problematic: Western brands may misjudge the need for local agility, while Chinese brands risk long-term credibility by chasing only viral success.
- Striking the Balance: Combining East and West
A recurring theme was the necessity to blend Western brand discipline with Chinese responsiveness. Western brands must learn to move faster and experiment more boldly, while Chinese brands expanding globally must prioritize consistency, storytelling, and emotional resonance.
With platforms like TikTok and Douyin driving global consumer behavior, even Western markets are shifting toward shorter cycles, increasing the urgency of mastering this balance.
- Cultural Missteps and Lessons Learned
Spaanjaars shared illustrative examples of cross-cultural branding failures:
- Dolce & Gabbana’s 2018 ad campaign, seen as racially insensitive in China, resulted in a major backlash and business disruption.
- Conversely, Chinese automaker BYD’s sponsorship at Euro2024 was marred by a domain mix-up—“BYD.de” led to an adult toy site—highlighting a lack of digital localization for the European market.
These cases underscore the need for deep cultural sensitivity and localized execution, not just surface-level translation.
- Consumer Behavior: Trust, Emotion, and Endorsements
Chinese consumers tend to emotionally connect through social proof, celebrity endorsements, and fast rewards. Successful tactics include:
- Micro-deals and flash promotions (as seen with Luckin Coffee)
- KOL (Key Opinion Leader) endorsements serving as perceived quality signals
- Integrated ecosystem marketing through platforms like WeChat, Xiaohongshu, and Douyin
Western marketers may be surprised by the speed and scale of such strategies, which require rapid adaptation and high digital agility.
- Navigating China’s Digital Landscape
Spaanjaars emphasized that success in China requires mastering its complex, platform-based ecosystem:
- Xiaohongshu for inspiration and peer reviews
- Douyin for entertainment-driven commerce
- WeChat for loyalty and CRM
- Tmall and JD for transaction fulfillment
- Bilibili for youth-oriented brand storytelling
A cookie-cutter digital approach simply does not work; brands must tailor their channel strategies and stay ready to experiment.
- Case Studies: Successes and Pivots
- Haier was praised for its dual success: continual innovation at home and disciplined brand-building abroad.
- Shein’s supply chain was cited as its core differentiator, proving how backend agility can power global growth.
- Starbucks in China showed how localized leadership and strategy turned around a stagnating business—highlighting that brand pivots require operational and structural changes, not just marketing tweaks.
- Common Missteps and Advice for the Future
One of the most common Western mistakes is applying rigid global branding without local relevance. For example, Lacoste’s heavy focus on its tennis heritage missed the broader lifestyle appeal desired by Chinese consumers.
Spaanjaars concluded by advising young marketers to:
- Observe deeply and act humbly
- Invest in strong local teams
- Design brands with a clear DNA but allow for local interpretation
- Think long-term, even in fast-changing environments
Audience Engagement & Q&A
During the lively Q&A, participants probed deeper into real-world brand failures, successful campaigns, and the role of emerging digital platforms. Many expressed appreciation for Spaanjaars’ candid storytelling, practical wisdom, and comparative frameworks.
Conclusion
This edition of China Café succeeded in delivering not just cross-cultural insights but actionable strategies for anyone building brands in today’s global marketplace. Spaanjaars’ keynote emphasized a vital truth: successful branding is no longer about East vs. West, but about learning, adapting, and combining the strengths of both.
The Netherlands China Association looks forward to welcoming guests at future China Café events as this important conversation continues.
