记者手记丨跨国企业借“国风”广告吸引“中国心”

Core Insights - Multinational companies are increasingly using traditional Chinese cultural themes in their advertising to attract Chinese consumers, reflecting a shift towards local cultural integration [1][2][4] - The Chinese market continues to show strong growth potential, with retail sales expected to exceed 50 trillion yuan in 2024 and foreign investment surpassing 700 billion USD during the 14th Five-Year Plan [1][3] Group 1: Advertising Strategies - Companies are shifting from a Western-centric advertising approach to one that resonates with local culture, utilizing teams familiar with Chinese social media and cultural nuances [2][3] - Popular social media platforms like Douyin, Bilibili, and Xiaohongshu are being leveraged by foreign companies to engage with audiences through culturally relevant content during traditional festivals [2][3] - Collaborations with local brands and timely marketing campaigns, such as Coca-Cola's "Tribute to 40 Years" series, are becoming essential strategies for foreign companies to connect with Chinese consumers [3] Group 2: Cultural Integration - There is a growing trend among younger consumers to favor local cultural elements, as seen in Adidas's use of traditional motifs like Miao embroidery and the story of "Fish Leaping Over the Dragon Gate" [4] - The rise of cultural confidence in China is reshaping consumer behavior, leading to a preference for products that reflect local heritage and emotional resonance [4] - The success of non-material cultural heritage products on platforms like Douyin, which sold 6.5 billion units of related items, indicates a strong market for culturally inspired goods [3]