Melchers Group Participates in German Brands Day, Discussing New Opportunities in the Chinese Market
Beijing, June 11, 2025 – The “German Brands Day” event, hosted by the German Chamber of Commerce in China, commenced at JD.com’s headquarters in Beijing. Business representatives and industry experts from China and Germany gathered to discuss successful strategies for German brands in the Chinese market and how Sino-German enterprises can achieve mutual success through collaborative innovation.
Dr. Mike Hofmann, Managing Director of the Melchers Group China, was invited to share Steiff’s brand strategy in China, showcasing the in-depth collaboration between German and Chinese entities in brand building and market expansion.
(Photo by China German Chamber of Commerce)
With a history dating back to 1806, Melchers has long been dedicated to fostering international trade and cooperation. Steiff, the renowned German premium toy brand with over 140 years of heritage, holds a leading position in the global teddy bear market, celebrated for its creativity, meticulous craftsmanship, high-quality materials, and dedication.
Dr. Hofmann shared that Steiff, through its partnership with Melchers, has dedicated significant efforts to understanding the Chinese market – focusing on brand localization strategy, cross-cultural communication approaches, and consumer profiling. To address trends such as the digitalization of Chinese lifestyles, the growing adult plush toy consumer base, and the younger generation’s pursuit of emotional value, Steiff has adapted its product development, channel strategy, and brand communication. Initiatives include focusing on e-commerce and social media sales channels, launching official accounts on multiple platforms, and actively pursuing co-branding collaborations in fashion, luxury goods, lifestyle, and avant-garde trends. These efforts precisely target key consumer segments in China, including young adults with a playful spirit, gift shoppers, and collectors. Dr. Hofmann also addressed challenges and lessons learned during Steiff’s expansion in China.
(Photo by China German Chamber of Commerce)
Other speakers included marketing executives from smart and Volkswagen Group, who shared insights on multinational brands in China. JD.com experts further enriched the event by delving into the theme “AI Reshaping Marketing.”
German brands enjoy a strong reputation in China, recognized for their exceptional quality, craftsmanship, and innovation. The event provided a platform for attendees to discuss German brand strategies in China and the impact of new technologies on brand marketing. German Brands Day not only highlighted the profound heritage of German brands but also underscored the broad prospects for complementary advantages and win-win cooperation between Chinese and German companies.
