In the digital era, how to stand out in the complex digital environment and establish a brand image with depth and uniqueness has become a major challenge for enterprises. PDL, one of the representative enterprises in China’s retail industry, has successfully established a distinctive brand image in the digital world through precise digital marketing and brand-building strategies.
In the digital age, brand image is no longer just about traditional adverts or logos, it is also about corporate culture and values. ‘PDL has successfully created an approachable and trustworthy brand image by communicating its core philosophy of ‘customer first, quality and service’ through social media, online platforms and other digital channels. For example, PDL regularly shares the daily lives of its employees, its public service activities and customer feedback through social media platforms such as douyin. Such transparent communication makes the brand image more sincere and vivid, and enhances consumers’ trust.
PDL also focuses on enhancing the digital shopping experience for its customers. From product display to after-sales service, PDL strives for excellence. On social media platforms, PDL regularly publishes shopping tips and quality product recommendations to help consumers make better purchasing decisions. Through big data analysis, PDL understands the needs of customers and provides personalised services, which further strengthens brand loyalty.
In the digital age, brand building relies more and more on interaction with consumers. Fat Donglai has established a close relationship with consumers through social media, not only listening to their voices, but also actively responding to their feedback. This transparent and prompt communication makes customers feel respected, further enhancing the brand’s affinity and credibility.
In addition to the existence of the public opinion platform, ‘PDL’ has done a good job of public relations, for example, after the ‘PDL employees were photographed using their own chopsticks to try noodles in a big pot’, the brand quickly issued a public statement through social media (‘PDL’ conducted a more in-depth investigation and eventually released a 13-page investigation report detailing the process and final resolution). ‘PDL conducted a more in-depth investigation into the incident and ultimately released a 13-page report detailing its handling of the incident and final resolution). The company also communicated with its customers. Through this timely response to the crisis, PDL not only resolved the public’s doubts, but also took the opportunity to demonstrate the brand’s sense of responsibility and sincerity. This initiative strengthened consumers’ trust in the brand and enhanced the transparency of the brand’s image.
At the same time, PDL has also deepened its brand image through active philanthropic activities and social responsibility practices. This strategy creates a deeper impression of the brand in the minds of consumers, especially at a time when consumers are placing more and more emphasis on a company’s social values, and PDL’s philanthropic behaviour strongly enhances the brand’s appeal.
In conclusion, the ‘PDL’ identity construction strategy in the digital world provides us with a valuable insight: in the digital era, in order to stand out in the fierce competition in the market, enterprises must pay attention to shaping and improving their brand image, so as to make the brand image become the unique identity and competitiveness of enterprises in the digital world.
I’ve heard of this brand of supermarket. It is trendy in China because of its high quality of service. I think the brand image you said in the article reflects the corporate culture and values. And you do an excellent job of summarizing the characteristics of PDL. However, a more concrete example could give people who don’t know the brand a clearer idea of what it’s good for compared to other brands. And just a small opinion of mine.
Hi, this is quite interesting to read! I have not heard of this brand before, so this is a good introduction. It would be interesting to see what competitors do, how their digital image differs – and how this impacts their performance. This would also help clarify how exactly PDL’s brand image stands out. Reading the customer service example in the picture, where they try to help a customer find a jacket, was strange to me. I am not used to such extreme friendliness. Especially the last sentence, “I hope that our life can release infinite beauty…” seems ‘over-the-top’ to me. It is interesting to see how customer service differentiates itself in different countries. I can definitely see how they stand out with their digital identity.
The comment reminded me of a situation about 25 years ago: The American retail group Walmart tried to establish shops in Germany (and other countries in Europe). They ultimately were not successful, and one of the reasons was their customer service. While expected in America, in Germany, “service with a smile” and overly (and fake) nice and helpful employees were regarded as uncomfortable and odd. This just shows how different cultures across the world are, and how the (digital) branding in one country does not necessarily work in others. But I do agree, companies are beginning to realise they need to be present online and construct a unique image, so that the customers will remember them and so they will stand out from the many other competitors. COmpanies that do that have an advantage (an example is Duolingo. When I ask aquaintances to name a language learning app, all of them named Duolingo. Their unique, trendy, and frequent social media presence has helped keep them in mind of consumers).
I totally agree with what you mentioned about the differences in customer service between cultures. Walmart’s failure in Germany is indeed a classic example of how even in today’s globalised world, brands still need to take local cultural differences into account when operating in different countries. As you say, the American ‘smile’ and overly friendly customer service may seem unnatural or even uncomfortable in some cultures.
Indeed, a brand’s digital presence and the way it is presented on social media platforms is crucial in shaping brand impressions and engaging consumers’ memories. Brands like Fat Dong Lai have always focused on building deep relationships with their customers, which in fact reflects the Chinese culture of ‘people-oriented’ service.
In China, especially in recent years, many companies have adopted ‘customer first’ as a core value and ensure that customers feel personally cared for by being extremely approachable and welcoming in their service. This phenomenon is deeply rooted in traditional Chinese culture and may differ from Western business models, especially as some companies emphasise the ‘human touch’, which can sometimes appear to be a more personal approach to customers and more likely to gain their loyalty.
Cultural differences can be an important part of digital identity and customer service. Brands need to be aware of the diversity of cultures in different regions. Overall, I feel that your comments have provided me with valuable perspectives on how we should think about brand identity, not only focusing on how to stand out in the digital world, but also how to adapt our strategies to different cultural contexts so that we can truly impress and engage more consumers.