Cracking the Chinese Market: Why Finnish Companies Need KOLs and Country Branding

Are you a Finnish company planning to expand your business in China? If so, sometimes relying solely on product quality might not be enough. In June, during a FinnCham company visit to Valio’s Shanghai office, I had a fascinating conversation with their Marketing Director that revealed a crucial difference between Finnish and Chinese business cultures.

The Power of the "Country Brand"

In Finland, business is often straightforward: a great product sells itself. In China, however, consumer trust is heavily tied to the "halo effect" of a brand's origin. Valio’s marketing director pointed out that to increase their brand awareness in China, their first prerequisite is actually to promote Finland’s brand image. Chinese consumers associate Finland with purity, nature, and safety. If Finnish companies can collectively market these national traits, like partnering with entities like Finnair or local chambers, they create a powerful foundation for their individual products.

Influencer Marketing (KOLs) is Unavoidable

Another major cultural shift is how information is consumed. While Finnish marketing can be modest and traditional, Chinese consumers rely heavily on Key Opinion Leaders (KOLs) on platforms like Xiaohongshu and WeChat.

To bridge this gap, Valio’s marketing director suggested an innovative approach: organizing an in-depth "Finland Tour" for top Chinese KOLs. By taking influencers on a journey from a Finnair flight to the production lines of Valio and other iconic Finnish factories, companies can create authentic, highly engaging storytelling. Chinese consumers don't just buy a product; they buy the lifestyle and the story behind it.

FinnCham China Shanghai Team visiting Valio Shanghai office

Takeaway for Finnish Companies

What can Finnish businesses learn from this?

·       Don't be too humble: Leverage Finland's reputation for safety and quality as your primary marketing tool.

·       Localize your digital strategy: Invest in Chinese KOLs to tell your brand story.

In the Chinese market, visibility is just as important as quality. Embrace local digital culture and let the story of Finland help sell your product.