Introduction
A Chinese firm, Niu Electric Scooters, which specializes in electric two-wheelers, intends to increase its operations and introduce its brand in India. India offers a potential chance for Niu to promote its e-scooters as it is one of the world’s largest markets for two-wheeled vehicles and is dealing with pressing environmental issues (Hung et al., 2019). To successfully introduce Niu’s line of e-scooters in India, this division will build an advertising strategy and imaginative campaign considering the cultural distinctions and similarities between China and India.
Understanding Cultural Similarities and Differences
Recognizing and comprehending the cultural contrasts and similarities between China, Niu’s country of origin, and India, the target market, is critical before diving into the advertising plan. The efficiency of advertising efforts and customer behavior is highly influenced by cultural characteristics (Lin, 2022). Cultural differences can be examined using Hofstede’s cultural dimensions as a framework. Other cultural value systems, such as high- and low-context communication styles, may also be pertinent.
Hofstede’s 6 Cultural Dimensions
- Individualism-Collectivism: India tends to have a more collectivist culture, emphasizing group harmony and interdependence, while China leans towards a more individualistic culture, valuing personal achievements and independence (Scalera et al., 2020).
- Masculinity-Femininity: China and India exhibit a degree of masculinity, valuing success, ambition, and assertiveness. However, India may have a feminine orientation, emphasizing nurturing, cooperation, and quality of life.
- Power Distance: India has a higher power distance, indicating a greater acceptance of hierarchical structures and authority than China, which has a lower power distance.
- Uncertainty Avoidance: India may have a higher uncertainty avoidance, seeking stability and structure, while China has a more moderate uncertainty avoidance, displaying a greater tolerance for ambiguity and change (Sochor, 2020).
- Long-Term Orientation: China and India generally exhibit a long-term orientation, emphasizing perseverance, thriftiness, and respect for traditions.
- Indulgence-Restraint: India leans towards a more restrained culture, emphasizing self-control, modesty, and avoiding indulgence, while China may have a slightly more indulgent culture, allowing for gratification and enjoyment as stipulated by Lin (2022).
Other Cultural Value Systems
Considering high-context and low-context communication styles is crucial in addition to Hofstede’s dimensions. According to Tu et al. (2022), India is renowned for its high-context communication, in which a large portion of the content is communicated through implicit cues, non-verbal communication, and contextual comprehension. China might mix high-context and low-context communication depending on the place and situation.
Advertising Strategy and Creative Campaign
To ensure cultural relevance and resonance, it is essential to localize the advertising campaign for Niu Electric Scooters in India (Zuev, 2020). It can get achieved through the following strategies.
| Advertising Strategy | Description |
| Language and Communication | To engage with the audience on a deeper level, advertisements should be written predominantly in the local language (such as Hindi or regional languages). Idioms, cultural allusions, and word selections that adhere to Indian cultural norms should be carefully considered (Hung et al., 2019). |
| Visual Representation | The ethnic and cultural diversity of India should be reflected in the visual components of the advertising campaign. Visuals that feature regional scenery, celebrations, and customs help arouse the target audience’s sense of familiarity and emotional connection. |
| Celebrity Endorsements | The campaign’s impact can be significantly increased by working with well-known Indian celebrities or influencers who share the same values as the company. Celebrity endorsements can foster a sense of legitimacy, trust, and intimacy with the target market. |
| Cultural Festivals and Occasions | Indian cultural festivals and events can assist in building emotional bonds with the target population in advertising campaigns. The advertising can tap into cultural sensitivities and boost brand identification by associating Niu Electric Scooters with Diwali or Holi (Zhao et al., 2022). |
| Social Media and Digital Platforms | Social media and digital platforms can reach and engage India’s vast digital population for advertising campaigns. Niu Electric Scooters can be promoted on Facebook, Instagram, YouTube, TikTok, and ShareChat. |
| Localized Marketing Channels | Local dealers, distributors, and influencers can help localize the advertising campaign (Tu et al., 2022). These agreements can boost local brand awareness, distribution, and buzz. |
| Promoting Green and Sustainable Transportation | Given India’s increased environmental awareness, promoting Niu Electric Scooters’ eco-friendliness can be effective. Focusing on carbon emissions, air pollution, and sustainability might appeal to environmentally sensitive consumers. |
| Emotional Appeal | Indians respond well to emotive ads. The target audience can feel joy, freedom, and adventure by tapping into Niu Electric Scooter ownership sentiments. Emotional and sympathetic storytelling may grab attention and make a lasting impression. |
Conclusion
Niu Electric Scooters can create an engaging and successful advertising campaign by comprehending and incorporating the cultural characteristics, values, and preferences of the target audience in India. In order to build a strong brand presence, engage the target audience, and eventually spur the adoption of Niu Electric Scooters in the Indian market, localization, cultural sensitivity, and emotional resonance would be essential. Long-term success will depend on regular market research, feedback analysis, and campaign adaptation based on consumer insights.
References
Hung, W. K., Song, J., Chen, L. L., & Sung, T. J. (2019). Design Innovation Strategy for Electric Two-Wheelers in China: A Case Study of NIU Technologies. https://iasdr2019.org/uploads/files/Proceedings/op-s-1124-Hun-W.pdf
Lin, X (2022). India’s electric bicycle market is multiplying, and there is still room for upgrading product performance. October 12, 2022, Retrieved from http://newsie.cn/TZD/TouZiDiMenuInfo/14956/2/2/TZHJ
Scalera, V. G., Mukherjee, D., & Piscitello, L. (2020). Ownership strategies in knowledge-intensive cross-border acquisitions: Comparing Chinese and Indian MNEs. Asia Pacific Journal of Management, 37, 155-185. https://link.springer.com/article/10.1007/s10490-018-9616-6
Sochor, J. (2020). Comparison of selected attributes in cultural dimensions as defined by Hofstede and the GLOBE Project. Central and Eastern Europe in the changing business environment, p. 270. https://ceeconference.vse.cz/wp-content/uploads/proceedings2020.pdf#page=279
Tu, J. C., Jia, X. H., & Yang, T. J. (2022). Discussion on the Purchase Factors and the User Demands of Electric Scooters from the Perspective of Consumers’ Life Style—A Case Study on Gogoro. Processes, 10(2), 395. https://doi.org/10.3390/pr10020395
Zhao, Y., Cao, J., Ma, Y., Mubarik, S., Bai, J., Yang, D., … & Yu, C. (2022). Demographics of road injuries and micro-mobility injuries among China, India, Japan, and the United States population: evidence from an age-period-cohort analysis. BMC public health, 22(1), 760.
Zuev, D. (2020). E-bike as a technological innovation system in China: transition to the stage of institutionalized certainty? Applied Mobilities, 5(3), 251–270. https://doi.org/10.1080/23800127.2020.1764237
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