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When expanding into international markets, brands face unique challenges in navigating cultural nuances and diverse consumer behaviors. This is no different for big brands like Haidilao, but with the right strategies, these obstacles can be turned into opportunities.
To celebrate its 30th anniversary and connect with its global consumer base, Haidilao partnered with Nativex to launch a synchronized marketing campaign across Southeast Asia, Europe, the United States, Japan, and South Korea.
This article shares how Nativex enabled Haidilao to adapt its messaging and tactics to resonate with local audiences and drive sales worldwide.
About Haidilao
Founded in 1994, Haidilao has become the third-largest Chinese restaurant brand and the largest hot pot chain globally, with 108 restaurants in 12 countries across four continents.
As they marked their 30th anniversary this year, Haidilao wanted to bring all their customers worldwide with one big celebration while also undertaking a brand upgrade on a global scale. However, different store sizes, customer demographics, and performance goals across these 12 countries presented significant challenges.
To tackle these issues, Haidilao partnered with Nativex, aiming to launch global campaigns with a unified theme and boost brand awareness among Chinese and non-Chinese-speaking audiences.
How Nativex Tailors Global Marketing Strategies
Choosing the Best Platforms to Engage Target Audience
Successful marketing campaigns depend on identifying and engaging the right audience groups. In Haidilao’s case, the initial focus was on overseas Chinese consumers, a group with strong cultural ties to hot pot dining, and the focus was later expanded to include other Asian and Western diners.
Leveraging its social media expertise, Nativex applied a dual approach: using Xiaohongshu to attract local Chinese customers by sharing discount information, and TikTok to enhance brand exposure among consumers around the world.
Creating Authentic Content With Influencer Marketing
To maximize the impact of the “30th birthday” theme, Nativex took a localized approach by collaborating with overseas Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs).
By carefully selecting influencers within the local community from different countries, Nativex facilitated repeated engagements and built trust with their target audience.
For instance, North American parenting KOC 辣妈Wenwen shared Haidilao activities and dining experiences on Xiaohongshu, sparking engagement from overseas Chinese users.
Other KOLs and KOCs also participated in hashtags such as “international students enjoying Haidilao abroad” to foster a sense of identity and belonging, and provided genuine word-of-mouth recommendations, effectively reaching Haidilao’s international consumer base with targeted messaging.
Using Social Media for Emotional Connections and User-Created Content
Nativex also adopted different strategies for Asian and Western markets to enhance interactive communication and cultural relevance:
- In Asian markets like Singapore, Nativex highlighted Chinese cultural attributes through interactive creatives such as 3D face-changing panda stickers and cartoon-style mascot “Xiaolaolao” Beijing opera face-changing effects.
- In Western markets such as the United States, campaigns integrated humor and cultural references, using special effects like toasting beer mugs to reflect consumers’ enthusiasm and festive vibe.
By collaborating with influencers to create TikTok videos using these stickers, Nativex created a sense of cultural identity among global Chinese communities and promoted Haidilao’s unique brand culture to a global audience.
Partner with Nativex For Effective Marketing
Through localized marketing strategies and precise audience targeting, Haidilao’s 30th-anniversary campaign achieved over a billion social media impressions. This milestone not only increased in-store traffic but also expanded its global footprint.
This collaboration between Nativex and Haidilao underscores how customized, cross-market event marketing can hit the mark. By leveraging social media and influencer partnerships, Nativex demonstrated its expertise in helping brands navigate and succeed in the global market.
As an official Douyin agency partner and official Xiaohongshu Cross-Border Marketing Agency, Nativex specializes in media strategy, creative production, ad campaign management, social media optimization, and influencer marketing. We can provide solutions that resonate with these platforms’ unique user base, ensuring your campaign has a meaningful impact.
Whether your goal is to increase brand awareness, acquire new users, or drive product sales, we have the expertise and marketing tools to meet your needs in China. Our data-driven approach means we’re constantly refining strategies and creatives based on results. Reach out to us today and let’s get started!
Want to learn more about China’s app world? Look no further than our series of posts, including What is Bilibili?, What is Xiaohongshu?, What is Kuaishou?, and What is WeChat? Keep an eye on the blog for new content as it’s released.
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