Why Chinese Marketing Tactics Are Going Global

Several years ago when Chinese consumer brands started to seriously challenge Western brands in the Chinese market, it was common to hear that success attributed to “nationalist” consumers.

It was an explanation that had little merit at the time—these homegrown Chinese brands had earned success due to quality products, rapid data-backed product development, and effective pricing and branding strategies. Few of these brands deployed nationalism in their marketing.

It’s an explanation that falls apart even further when one considers the recent success of Chinese brands and platforms outside of China, from PopMart to Temu.

One aspect of their success is effective marketing. Here is some of my analysis:

Chinese brands are experts at keeping promotions dynamic rather than repetitive. Instead of simply cutting prices, they layer discounts with loyalty programs, livestream flash events, and gamified shopping experiences that feel interactive. Consumers see it as entertainment rather than just price-chasing, which sustains excitement. Global players using traditional “static” discounting can’t match that level of engagement.

China’s retail model is built on agility, data, and consumer-first thinking. Companies test products and campaigns at lightning speed, then scale only what works, so shoppers constantly see content and products that feel personalized. Western consumers are responding to this formula because they want the same variety and instant gratification Chinese shoppers have enjoyed for years. The model is proving globally transferable.

Fortunately, western brands in China can leverage these same tactics to succeed in China, which is part of our mission at WPIC Marketing + Technologies.