There are so many nuances to China ecommerce that I often take for granted. One of these little known “oddities” is Chinese consumers’ penchant for nicknames.
While coming up with nicknames for cult favorites is nothing new, Chinese brands take things to the next level by embracing and capitalizing on these nicknames in their #marketing.
Skeptical?
1 – Helena Rubinstein: Helena Rubinstein’s “Re-Plasty” is an anti-aging night cream that’s more popular by its Chinese #nickname which translates to “Black and White Bandage.”
2 – Shiseido: When Shiseido first introduced its award winning serum in #China they failed to attract the market’s attention. However, Chinese distributors started promoting the product using the name “Red Waist” which created significant word of mouth across social media channels.
3 – Anua: Anua is a Korean skincare brand that gained popularity through a partnership with EXO. They activated their brand through XHS campaigns and UGCs mainly led by the celebrities. Their skincare products are known to consumers by the nickname “EXO SUHO Toner.”
So, what’s your nickname? Is it memorable? Fun? Shareable? Easy to pronounce?
Let me know in the comments below…
