Cultural marketing is a specific type of marketing whose aim is to promote a message, a service, or a product to a group of potential purchasers from a particular culture or demographic.

In any business, the first thing you need to do is to understand your target audience as clearly as possible: in what conditions they live, how they spend leisure time, what they eat for breakfast, etc. Many foreign companies entering the Chinese market still underestimate the importance of knowing the culture and history of the country because it doesn't increase sales immediately. However, in the long term, it helps a lot.

Chinese consumers are the most sophisticated and most sensitive in the world, and the Chinese market is radically different from north to south, from big to small cities, from one ethnic group to another. A global approach and general concepts will not work here.

The main key to success in China is a deep understanding of the local culture, its diversity, as well as constant monitoring of what is happening in society. The cultural component makes it possible to create an effective marketing strategy that will be appreciated by the locals.