🔖What localized marketing elements can you see from the picture below？
Recently I shared the latest ALDI 奥乐齐advertisement with my online Chinese class, We discussed and analyzed the localized elements while practicing their Chinese，understanding the specifics of the location is always beneficial.
Interestingly, ALDI has successfully opened 50+ stores in Shanghai so far!
🔖Here are three key insights of localized marketing in Shanghai:
✅Language localization 语言本土化:
Using buzzwords or pun expressions familiar to Chinese consumers can create a strong connection and amuse customers.
For example, "菜" means both "vegetable🥬" and "grocery" but in modern slang, it also means "incompetent or lousy“，in an entertaining manner！
🔖Another example is "胡萝卜" (carrot) and "胡说" (nonsense,lies), both containing the character "胡."
An ad might say, "胡萝卜🥕” does not lie, they are really cheap," playing on the double meanings to amuse and engage consumers.
🔖Additionally, consumers prefer affordable options for food over the "marketing" notion that high prices equate to high quality.
便宜 (piányi) meaning "cheap" is a neutral word in modern shopping culture.
✅ Consumer Behavior 消费者行为:
地铁🚇 Metro stations are among the busiest places in Shanghai, making them ideal for reaching locals & residents.
The space and diversity of metro stations attract many passengers, offering better visibility than roadside ads.
✅Cultural Relevance文化关联:
In Shanghai, buying fresh groceries daily is a common routine, Long-term food storage is not common, highlighting the preference for fresh, everyday foods. This cultural habit is reflected in ALDI’s marketing, which emphasizes fresh, affordable groceries available daily.
✅WeChat 微信：
Shopping convenience holds significant importance. ALDI also operate WeChat stores that can deliver within 30 minutes across Shanghai, meeting local expectations for quick and convenient food daily delivery.
What‘s your take？
#ChineseLanguage #Shanghai #Localization
State Sales Manager Brand iQ QIC
1moVery informative