Last Updated on November 14, 2024
In the past few years, co-branding strategies have played a role in stirring the interest of young Chinese consumers.
With the right partner and strategy, many international brands have managed to generate genuine consumer engagement, which has opened many opportunities for local market acceptance and potential sales conversions.
Gaming companies are often the source of many successful co-branding campaigns in the Chinese market. We’ve gathered the best examples to help you understand how it works and reap invaluable benefits from these strategies.
How popular is Co-branding in China?
Co-branding has become a prevalent marketing strategy in China, with over 80% of brands engaging in at least one collaboration in 2021.
Unique and unexpected partnerships often capture public interest, leading to increased sharing and discussion on local social media platforms. Formulating a good co-branding strategy increases your chance of virality on these channels, which in turn can enhance brand image and visibility.
Local and foreign collaborations are particularly popular among Chinese consumers, primarily because these campaigns incorporate cultural elements that improve a brand’s credibility and domestic appeal.
With the rise of the “guochao” or “national wave” trend, participating in a co-branding campaign allows foreign brands to emphasize national pride and traditional aesthetics without changing their brand values or identity.
Successful Examples of Co-Branding Collaborations in China
1. KFC x Genshin Impact Gift Pack Campaign
Despite being one of China’s top online games, Genshin has never shied away from any brand collaboration. In fact, among the most memorable and successful partnerships they launched was with KFC in 2021.
This co-branding collaboration includes KFC’s special meal set with Genshin Impact-themed gifts and packaging.
The blend of in-store and online elements was highly effective for both brands, aligning KFC’s physical locations with the digital-first fan culture that drives Genshin Impact’s popularity.
KFC x Genshin Impact Campaign Video (Source: Weibo)
The campaign increased foot traffic to KFC locations across China, where eager fans lined up to purchase the meal sets and limited-edition merchandise.
At the same time, a promotional video featuring a co-branded product went viral and garnered over 120 million views on Weibo. This sparked discussions and user-generated content about the two brands and helped maintain momentum for weeks.
With these exciting co-branding products and marketing campaigns, KFC boosted brand visibility among target audience segments in China’s thriving online gaming market. Meanwhile, Genshin Impact expanded its reach beyond hard-core gamers.
2. M.A.C Cosmetics x Honor of Kings
Another powerful brand collaboration is between MAC Cosmetics and Honor of Kings. By choosing a popular title by a renowned gaming publisher like Tencent as a co-branding partner, MAC successfully tapped into the connection players had with the game.
They released a limited-edition makeup line inspired by the game’s characters. This collaboration resonated strongly with Honor of Kings’ player base, which includes many young, beauty-driven female gamers. It’s a perfect match for MAC’s target market.
The exciting co-branded products include lipsticks and eyeshadow palettes themed around the game’s characters, allowing fans to “wear” their in-game favorite heroes in an entirely new way.
MAC lipsticks inspired by Honor of Kings’ in-game characters (Source: Jing Daily)
This type of brand collaboration did an excellent job of translating the digital experience of Honor of Kings into physical products. It gives fans the chance to bring a piece of the game into their daily lives.
3. Perfect Diary x Honor of Kings
Although Perfect Diary is one of the most popular Chinese brands in the local beauty market, its marketers know the value of co-branding in China. In 2022, they took a similar approach by partnering with Honor of Kings and launching a range of cosmetics inspired by the game’s visual style and characters.
Because the domestic cosmetic market is overflowing with major international brands, Perfect Diary has always relied on its presence on the Chinese social media landscape to get ahead of its competitors.
They used platforms like Weibo, Douyin, and Xiaohongshu to create anticipation for the product launch. Through influencer marketing and user-generated content, they encouraged fans to share their looks inspired by the game’s characters, generating substantial organic engagement.
Perfect Diary Eye Shadow Inspired by Honor of Kings (Source: Dao Insights)
These co-branding products set Perfect Diary apart from overseas brands mainly because they successfully established their brand image as trendsetting and youth-oriented.
Incorporating a co-branded marketing message with influencer collaborations is also a strategy that may help a foreign brand better appeal to the Chinese market, especially in UGC-dominated platforms like Douyin and Little Red Book.
4. Hey Tea x Light and Night
Food and beverages like Hey Tea also work well with co-branding campaigns. This is evidenced by its recent brand collaborations with Light and Night, an interactive dating simulation game.
With its co-branding partner, Hey Tea specifically created a limited-edition drink and branded merchandise to attract Light and Night’s predominantly female, urban fan base. The goal was to get them to go to physical outlets while creating an experience that blended physical and digital consumer journeys.
Co-branded Products of Hey Tea x Light and Night (Source: Dao Insights)
This campaign was especially successful because it capitalized on the “experience economy” that has become so prominent in China. Nowadays, consumers are taking the initiative of posting exclusive merchandise and sharing their experiences on social media.
5. Didi Bike x Black Myth: Wukong
Another great example from Chinese brands is Didi Bike’s co-branding partnership with Black Myth: Wukong. The game has a very traditional Chinese concept, which Didi Bike incorporated into its co-branded products this year.
They released custom bikes adorned with cloud motifs, echoing the game’s imagery and the Monkey King’s famous “Somersault Cloud.” Seeing these brand images generated quite a buzz in the Chinese social media landscape, with gamers posting content to showcase their unique experience with their online peers.
Brand collaboration between Didi Bike and Black Myth: Wukong (Source: Dao Insights)
These themed bikes were rolled out in major cities like Shanghai and Chengdu, allowing riders to immerse themselves in the game’s themes outside the gameplay.
This collaboration provided Black Myth with expansive offline exposure before the game’s official release, building anticipation and hype in urban spaces frequented by potential players.
For Didi, the campaign boosted bike rentals by drawing in fans eager to share this experience with peers who share the same level of interest in the highly anticipated game.
Tips for Launching Co-Branding Strategies in China
- Align campaigns with traditional Chinese holidays and festivals
When it comes to co-branding partnerships, timing is of the essence. And what better way to align your campaign with traditional Chinese culture than the height of local holidays and festivals?
Consumer attitudes during high-engagement events are much easier to predict than on regular days. During these times, consumers are more active on social media and highly receptive to promotional offers and brand messages that reflect festive themes.
Aligning co-branded campaigns with major holidays and festivals gives your campaigns a local appeal, making them feel less foreign and more integrated into Chinese culture.
However, it’s worth noting that official holidays and e-commerce festivals hold different influences and audience reach. The holidays are often longer and driven by culture and history. Because of this, they’re effective in gaining traction in social media channels for visibility and positive brand association.
Meanwhile, shopping festivals are more consumption-driven. These events are suitable for co-branded marketing messages that focus on driving sales conversions rather than generating visibility.
- Choose a brand partner with the same target audience
Choosing a brand partner whose audience aligns with your own is foundational to successful co-branding, especially in a segmented market like China.
Partnering with a brand with a strong connection with your target demographic can create a sense of familiarity and trust, especially for foreign brands entering the Chinese market.
Selecting the right partner can amplify a campaign’s impact by pooling together a larger, more engaged audience with similar interests. Always analyze the brand’s demographics, tone, and positioning to ensure a smooth and synergistic partnership.
- Launch an Omni-Channel Marketing Strategy
China’s digital ecosystem includes multiple platforms catering to different content types, audiences, and social patterns.
Unlike Western markets, where social media might be concentrated on one or two main channels, China requires brands to adopt a comprehensive omnichannel approach to effectively reach consumers.
Platforms like WeChat, Weibo, Douyin, Xiaohongshu, and Bilibili each have unique user demographics and engagement methods. For a truly effective omnichannel strategy, brands should not only distribute content widely but also adjust their messaging to fit the nature of each platform.
Quick Q&A
Why is co-branding popular in China?
Co-branding is popular in China because it enables brands to combine resources, broaden consumer appeal, and create unique, high-demand products. The rise of cultural pride movements, like guochao, has heightened interest in collaborations that celebrate Chinese heritage while merging global influences.
It also leverages China’s highly digitalized landscape, where partnerships gain traction across social media. This approach enhances brand authenticity, especially for foreign companies looking to build trust and relevance with Chinese consumers.
Your Trusted Digital Marketing Partner in the Chinese Market!
Co-branding offers a chance for market expansion and builds a good reputation in the Chinese market. It’s also a tool for establishing a solid brand positioning in the local market, especially for new brands seeking to expand their target audience.
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At Sekkei Digital Group, we’re dedicated to helping brands grow in China’s competitive digital landscape. Our extensive industry experience gives us the right insights and expertise to handle brand collaborations for your business.
Whether you intend to launch social media promotions related to your co-branding partnerships or find a KOL to collaborate with, we have all the digital solutions you need. Contact us today, and let’s start talking about your next campaign!
