Chinese consumers already spend a larger share of their wallet on healthcare than their Korean and Japanese cousins, but they aren’t just lying in the ambulance at the bottom of the cliff pumping themselves full of meds. Traditional values coupled with limited faith in the health system, government policy and increasing awareness and affluence is seeing Chinese consumers becoming ever-more proactive about their health.
It’s not just the products and services they’re buying, but also the media they’re consuming. You only need to look at WeChat, where posts about nutrition, healthy cooking and lifestyle tips remain some of the content most engaged with. Hashtags such as #fitness on Weibo are very trendy.
Yet just claiming your brand is ‘healthy’ is not enough. Inherently untrusting Chinese consumers seek strong qualification and often communications specifically relating to their concerns and stage in life, whether it be pregnant women, school kids or just young professional women anxious about ‘white collar’ illnesses. Some brands play cleverly on China’s fascination with association, such as California Walnuts whose brain health and development are a core component in promoting their brain-shaped nuts.
Like most things in China and everywhere, the most successful brands understand their target market and ensure their product, positioning, communications and channels are resonant with them. Agencies like China Skinny can assist with that. Go to Page 2 to see this week’s China news and highlights.