China is already complex enough on its own, and figuring out what really makes Chinese consumers tick has become an ongoing preoccupation for brands and companies. The usual playbook — localize, empower China teams, respect cultural norms — is now just the baseline. What’s more interesting are the strategies to reach and grow customer loyalty, all with distinct Chinese characteristics.
I first came across GIADA’s mini art-history series while scrolling on Red Note. I lived in Florence for a year, so Renaissance art has a permanent claim on my heart. When I mentioned this campaign to Peiyue Wu — my partner in tracking Red Note signals, and an art history major (she’s endlessly cool) — Peiyue immediately saw it as a fascinating example too.
Below is a deep dive into how GIADA — a Chinese-owned, Italian-positioned brand — courts the minds and hearts of Chinese consumers, and the tensions that come with it. The brand is also waging a second, almost contradictory fight: staying aspirational for China…
