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When most people think of shopping festivals in China, they think of the lucrative Singles Day. It’s certainly the biggest event on the calendar, but there are plenty of dates for retail capitalization throughout the year. There is a nature.
Vanessa Wu of marketing agency Gusto Luxe suggests that the importance of China’s environmental movement will grow over time. “Rather than participating in Western festivals, I think there is more room for international initiatives on sustainability in the hot topic of the Chinese market, moments like World Environment Day and Earth Day,” she said. she explains.
There is room for international brands to promote or invent their own markers, rather than simply leveraging existing festivals (perhaps half-heartedly).
But until then, do you know the Chinese New Year to Mid-Autumn Festival? still daily reportA cheat sheet to the occasion behind the county retail store celebration.
mid autumn festival
The Mid-Autumn Festival, also known as the Mooncake Festival, is tied to the lunar calendar (and therefore dates can change). It takes place in September and generally follows Qixi. A time of family reunion, it is one of the most important traditional festivals in mainland culture, along with the Chinese New Year.
date: September to October (according to the lunar calendar). 2023 is his September 29th.
chance: The size of the country means that the workforce is widely distributed. Therefore, the Mid-Autumn Festival has become one of the most important occasions for family reunions. This explains why so many companies target the market during this time. Mooncakes are a rich source of income for countless high-end groups looking to maintain relationships with local VIP clients and stakeholders. It’s now a full-fledged gateway to consumer engagement, from fretwork sets (Louis Vuitton) to chessboards (Canada Goose).
Expert Verdict: Developing a brand promotion strategy for the Mid-Autumn Festival has become very important in recent years, explains consultant Youjin Cui. “Ideally, a brand’s collection or product should include elements typical of this festival, such as ‘moon’, ‘family gathering’, etc. And he was quick to emphasize the importance of festivals where large families gather, and now they are often spread across the landmass of the country.
Mother’s Day
This universally recognized celebration covers all the basics, from nostalgia marketing to femininity and family themes.
date: Second Sunday in May. In 2023 he is May 14th.
chance: Mother’s Day isn’t May’s biggest shopping event (it’s sandwiched between Labor Day and 520), but “her economy” and “Silver Economy” It’s becoming more and more important. This creates room to hone both women-focused messages and health and wellness initiatives. According to e-commerce giant JD.com, More than half of Mother’s Day products 2020 In 2022, clothing and jewelry gifts will account for 35%.
Expert Verdict: Wu of Gusto Luxe said: She also suggests that institutions can target “various demographics” by appealing to “generational trends.” Wu names her work with her jewelry line Missoma, adding, “She cherishes her mother-daughter connection and the gifts between best friends.”And finally, she simply said, “From me myself” — Another area to leverage.
Tanabata Festival
One of China’s (many) answers to Valentine’s Day, Tanabata is a traditional festival that is just beginning to attract the attention of global corporations. Like its counterpart, it centers around love and romance.
date: July-August (Lunar calendar). The next time is his July 7, 2023.
chance: Players prepare for the event months in advance, launching exclusive campaigns and limited-edition products that transcend tradition, with a modern twist that speaks to today’s young shopper. If you can offer the right products, from leather goods to luxury goods, this is a real moneymaker for your company.
Expert Verdict: Cui sees this as the more difficult one. He suggests that the festival is “getting tricky”. However, the general idea behind this promotion is not inherently different from the Western market. ” And it can also be a way to educate more people about your brand. pointed out that it was designed Craftsmanship won out: “Eventually, the brand and product went viral on Chinese social media channels.”
spring festival
The year begins with the Spring Festival, also known as the Chinese New Year or Lunar New Year. It’s time for families to get together and celebrate. The Lantern Festival is held on the fifteenth day of the first month of the lunar calendar, marking the end of the New Year celebrations for his fifteen days.
date: The Spring Festival usually begins on December 23rd of the lunar calendar. This means that January 22, 2023 falls between the following dates, his January and his February.
chance: Although the Chinese New Year has been disrupted and rearranged by the pandemic, it remains one of the country’s most important dates. The ripple effect of COVID-19 is that both the home and self-care economies are growing, driven by live streaming, advanced e-commerce sites, and social commerce.
Expert Verdict: Jack Porteous, director of client services at cross-border platform Samarkand Global, finds the Lunar New Year difficult for brands. “It’s generally seen as a branding opportunity rather than a high-traffic moment that has a huge impact on the top line. It can do more harm than good.” He cites his collaboration with footwear brand Vans and Chen Yingjie as an example of a successful 2022 campaign. It is absolutely necessary to think outside the box here.
Valentine’s day
China’s love of romantic-themed festivals includes this global event that began in Europe as the Feast of Saint Valentine.
date: February 14.
chance: Choosing to celebrate this western festival is risky. If a brand chooses to commemorate the date, it is also wise to favor a more local and authentic equivalent. The date often overlaps with Chinese New Year. That said, the emotional resonance of the day often means the rewards are plentiful, and gold, believed to bring good luck to the wearer, is often the best choice. , last year JD.com reported 3.5 times his. gain with purchase.
Expert Verdict: “Valentine’s Day in the West is so close to Chinese New Year that it’s often ignored by brands, except for some cute social content,” said Porteous. In his view, it’s important not to oversaturate your customers with deals or feel the need to participate in every sales opportunity. “By creating an annual calendar and identifying moments that resonate with our brand image and personality, we can turn simple discount opportunities into brand-enhancing festivals, drive loyalty and re-engage with old customers.” I can help,” he continues.
women’s day
This festival allows us to commemorate and celebrate women’s rights and achievements. As a relatively new entry to the lineup and slowly growing over time, the domestic e-commerce giants are looking to make him one of the country’s many shopping carnivals.
date: March 8th.
chance: Companies looking to spread the conversation and drive social change will be most successful at this event.and 866 million, Female shoppers are an economic force not to be missed. But if businesses want to make the most of the opportunity, they must be agile and agile, especially in the current climate of gender and socio-political change. In addition to the typical super brands, domestic ventures such as inner line Neiwai and cosmetic label Proya are starting to thrive at this time.
Expert Verdict: Kuai Commerce co-founder Jonny Plein said that in recent years, major e-commerce retail festivals have gradually repositioned themselves from commerce-driven to a “hybrid mode that combines both commercial and entertainment focuses.” says that This means that not only does he want to sell, but he also wants to provide the younger generation with the topic of culture, technology and fashion.
His general advice is that businesses should “adopt a multi-channel strategy and invest in social e-commerce to play smart, rather than investing heavily in traditional e-commerce channels, which can be budget-driven.” We should try to incorporate more of While this approach diversifies risks, it is clear that it takes advantage of China’s young consumer uprising and more decentralized interests. ”
Brands must be brave enough to stand out while staying true to the original meaning and identity of the festival. It’s not a holiday, but if you can strike that delicate balance, you can always celebrate something.
click here China Retail Festival Cheat Sheet, Part 1
Additional reporting by Lisa Nunn
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