Strategic Marketing in China: Your Roadmap for Success in 2024

January 11, 2024

As last year, we bring you a comprehensive guide to the major festivals and e-commerce events that brands should be aware of in the coming year of the Dragon. From the Chinese New Year, also known as the “Spring Festival,” to Singles’ Day and the Double 11 Shopping Festival, we will explore the significance, traditions, and opportunities of these events. This will help brands better understand and connect with the Chinese consumer and tailor their marketing campaigns to align with the values and interests of their target audience. Meanwhile, feel free to refer to this article to plan your 2024 marketing calendar accordingly!

 

Chinese Marketing Calendar

 

January

 

January 1: New Year

The International New Year is becoming increasingly popular among young people in China. The celebrations are similar to those in Western countries. It is important for brands to understand the cultural context and tailor their campaigns accordingly for better sales and engagement.

February

 

February 10-17: Spring Festival / Lunar New Year (春节 / chūn jié)

The Chinese or Lunar New Year, also known as the Spring Festival, is the most important holiday in China. It typically falls between January 21st and February 20th, depending on the lunar calendar. This year the new year of the Dragon falls on February 10.

During this time, people travel home to be with their families, exchange gifts and participate in traditional activities such as lion and dragon dances. This is a great opportunity for brands to launch new products, offer special promotions, and create festive campaigns to connect with consumers.

🧨 Discover some of the coolest ideas on how to connect with your Chinese audience during CNY

🧧 Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

 

 

 

February 14: Valentine’s Day

Valentine’s Day is becoming increasingly popular in China, especially with younger audiences. On Valentine’s Day, people in China exchange gifts such as chocolates, flowers, and jewelry.

Brands can take advantage of this by promoting these types of products as Valentine’s Day gifts. Additionally, restaurants and hotels can offer special Valentine’s Day packages, such as romantic dinners or weekend getaways.

 

February 24: Lantern Festival (元宵节 / yuán xiāo jié)

The Lantern Festival falls on the 15th day of the first lunar month, which is usually in February. This year it falls on February 24th.

This festival marks the end of the Chinese New Year celebrations, and it is a time for people to gather and watch lantern displays, solve riddles, and eat sweet glutinous rice balls. Brands can create special campaigns and promotions to align with the festival’s theme of luck and prosperity.

 

March

March 8: Women’s Day (三八节 / sānbā jié)

International Women’s Day, which is celebrated on March 8th, is an important event in China. On this day, many Chinese brands and companies run promotions and special deals to attract female consumers.

Additionally, there are often events and gatherings held to recognize and celebrate the contributions of women in society.

 

March 21: Spring Equinox

The Spring Equinox, which marks the start of spring in China, is a time for celebrating renewal and growth.

It is traditional for Chinese people to mark the occasion by participating in various customs and rituals, such as cleaning their homes, decorating with new flowers, and eating special foods. Many brands take advantage of the holiday season to promote their products and services.

 

April

 

April 5: Tomb Sweeping Day (清明节 / qīngmíng jié)

Tomb Sweeping Day, also known as Qingming Festival or Pure Brightness Festival, is a traditional Chinese holiday that takes place on the 4th or 5th of April each year. On this day, people pay their respects to their ancestors by visiting graves, cleaning and maintaining gravesites, and making offerings of food, flowers, and incense.

Normally, brands don’t publish dedicated greetings for the Qingming festival.

 

May

 

May 1: Labour Day

International Workers’ Day, is a public holiday in China that is celebrated on the first day of the month. It is a day to honor the contributions and sacrifices of workers and is typically marked by parades, speeches, and other public events.

We recommend preparing a dedicated greeting especially if you are in the B2B industry. For example, you can refer to Procter & Gamble Chemicals greeting:

 

May 1 Greetings

May 4: Youth Day

Youth Day in China is a public holiday celebrated on May 4th, marking the student-led protests of 1919, the birth of Chinese nationalism, and the emergence of the Chinese Communist Party.

During this period, marketing campaigns use slogans, messages, or visuals that resonate with young people, and brands also launch promotional offers and discounts.

 

May 12: Mother’s Day

Mother’s Day in China falls on on the second Sunday of May each year, and it is an occasion to honor mothers and motherhood. Family members often give gifts and express their appreciation for the love and care of their mothers.

For example, retailers may offer special deals on items such as flowers, jewelry, and clothing, food and beverage companies may launch special deals or limited-edition products

 

May 20: 520 Valentine’s Day

“520” is a slang term in China referring to May 20th, as the numerals “5” and “20” sound similar to the Chinese phrase “I love you”. Some people in China use the occasion of 520 to express their feelings of love and affection, similar to how Valentine’s Day is celebrated in other parts of the world.

520 is becoming a trend in China, especially among the young generation, they would use this day to celebrate their love, such as giving gifts, flowers, and chocolates, and planning romantic activities with their partners

 

June

 

June 1: Children’s Day

Children’s Day is celebrated on June 1st in China to honor children and promote their well-being. Activities such as parades, sports events, and cultural performances are organized by schools and local governments.

Companies and organizations also run campaigns to promote children’s rights, education, and health, including charitable donations and free or discounted admission to children’s attractions

June 10: Dragon Boat Day (端午节 / duān wǔ jié)

The Dragon Boat Festival, also known as Duanwu Festival, is a traditional Chinese holiday that falls on the fifth day of the fifth lunar month, usually in June. The festival is celebrated to commemorate the ancient poet Qu Yuan, who is said to have drowned himself in a river.

During the festival, people in China typically participate in dragon boat races, eat zongzi (a traditional glutinous rice dumpling wrapped in bamboo leaves), and hang mugwort and calamus to ward off evil spirits.

Brands tend to market during this period by promoting traditional Chinese culture and history, they are usually looking to capitalize on the festive atmosphere and appeal to the emotions of the customers.

🐲 Capturing the Spirit: How Brands Can Harness the Dragon Boat Festival for Effective Marketing

Dragon Boat Festival WeChat

June 16: Father’s Day

Father’s Day is not an official holiday in China, but it has been increasingly popular in recent years, especially among young people. Many Chinese people choose to celebrate Father’s Day by giving gifts, such as clothing, watches, and electronics, to their fathers.

Sales and promotions, special gift sets, and emotional campaigns encourage customers to share stories on social media.

🚲 See the campaign we prepared for Father’s Day together with Montagut 

Father Day China Montagut

June 18: 618 Shopping Festival

618 is another shopping festival created by JD.com. The date of the festival is the anniversary of the launch of the JD platform by Liu Qiangdong. However, in recent years, it’s slightly losing momentum with consumer sales fatigue.

 

July

 

July 6: Minor Heat (小暑)

The eleventh solar term of the year, known as Minor Heat, starts on July 7 of this year. Minor heat warns of the impending hottest time, but the extreme heat point has not yet materialized.

Farmers focus on field maintenance during the minor heat. Currently, crops like mung beans, kidney beans, peanuts, and others are growing. People water these crops and take precautions against harmful insects.

 

August

 

August 7: Start of Autumn

The traditional Chinese lunar calendar divides the year into 24 solar terms. Chinese autumn, the 13th solar term of the year, begins on August 8 and ends on August 22 this year.

The start of autumn reflects the end of summer and the beginning of autumn. The fruitful season is approaching.

 

August 10: Qixi Valentine’s Day (七夕节 / qī xī)

Qixi Festival, also known as Chinese Valentine’s Day, is celebrated on the seventh day of the seventh month in the Chinese calendar. The festival has a history of over 2,000 years. It’s related to the romantic legend of two lovers, the Cowherd and Weaver Girl.

A lot of couples go on romantic getaways and exchange gifts. Chinese companies actively market their goods during the Qixi Festival by emphasizing themes of romance and love. For example, jewelry, flowers, and chocolates are popular gifts.

💕 Discover what Qixi is and what kind of activation you can prepare 

 

Qixi China

September

 

September 10: Teachers’ Day

In China, Teacher’s Day is a significant holiday. Students all over the country honor their teachers by giving them flower bouquets, cards, paintings, or performances of songs and dances.

In all Chinese schools, in mainland China and abroad, teachers’ day will be celebrated through meetings, ceremonies, and speeches.

 

September 17: Mid-Autumn Festival  (中秋节 / zhōngqiū jié)

The Mid-Autumn Festival is a traditional Chinese holiday that falls on the 15th day of the 8th month of the lunar calendar. Chinese celebrate this festival with family reunions, lanterns, and mooncakes.

Brands in China use the Mid-Autumn Festival for marketing, with campaigns featuring mooncakes, lanterns, and family themes. Some brands collaborate with celebrities for added appeal.

🥮 Have and eat your (moon) cake – what is Mid-Autumn Festival and Why You Should Pay Attention

 

 

 

 

October

 

October 1 – 6: National Day / Golden Week (国庆节 / guóqìng jié)

National Day in China is celebrated on October 1st to commemorate the founding of the People’s Republic of China. The holiday is marked by a grand military parade in Beijing and large-scale celebrations throughout the country, including fireworks displays and cultural performances

We recommend preparing a suitable greeting for your Chinese socials.

 

October 11: Double Ninth Day

The Double Ninth Festival, also known as the Chongyang Festival, is a traditional Chinese holiday that falls on the ninth day of the ninth month of the lunar calendar.

People celebrate this festival by climbing mountains, drinking chrysanthemum wine, and eating zongzi, which is a traditional rice dumpling.

Chinese traditionally believed that these activities will help prevent disease and prolong life. The holiday has also become a time for family reunions and honoring one’s ancestors.

 

November

 

November 11: Double 11 (双十一 / shuāng shíyī)

Double Eleven, also known as “Singles’ Day,” The holiday began as an informal observance for single people but has since grown to become the world’s largest e-commerce shopping event.

All retailers in China, such as Alibaba’s Tmall and JD.com, offer significant discounts and promotions on this day.

11/11 has become widely popular to buy all kinds of goods, from electronic devices to clothes and household items. The sale has also become a global phenomenon, with many international brands taking part.

🛍 Read how the Singles Day is Evolving in Recent Years and Why Discounts Won’t Work Anymore

11/11 Singles Day China

November 28: Thanksgiving

Firstly, Thanksgiving is not an official holiday in China. It is not a traditional holiday, but some expatriate communities and international schools celebrate it. In addition, many western-style supermarkets and restaurants in major cities will have Thanksgiving meal options for those looking to celebrate.

 

December

 

December 12: Double 12

Double 12 is an online shopping festival in China, similar to Cyber Monday in the United States. The event was popularized by e-commerce giant  JD.com as an event to counter and compete with Singles Day (November 11th).

As a result, it’s now the second-largest shopping festival in China. During the event, retailers offer large discounts and promotions to customers, and it’s a major day for consumers to purchase all kinds of goods.

 

December 21: Winter Solstice (冬至)

The winter solstice, or “Dongzhi” in China, marks the shortest day and longest night of the year. It is a time for balancing yin and yang energy through foods like glutinous rice balls.

Families gather to celebrate and honor ancestors. Chinese also practice traditional customs such as staying up late, eating glutinous rice, and offering sacrifices to the kitchen god.

 

December 24 – 25: Christmas

Christmas is often celebrated in a more commercial and westernized way, with the exchange of gifts and the decorating of Christmas trees. Despite the fact that some Chinese Christian communities across the country celebrate Christmas with church services and family gatherings, it’s safe to assume that currently, Christmas is a purely commercial holiday.

🎄 Check how Christmas Evolved in the Recent Years

In big cities, there are Christmas markets, shopping malls, and department stores holding Christmas-themed events and decorations.

🎅 Don’t Forget to Check Our Review of The Most Interesting Christmas Campaigns This Year and Save it for Later

 

In conclusion, a marketing calendar is a powerful weapon in the arsenal of any business looking to make a splash in the dynamic and fast-paced Chinese market. Therefore businesses should stay ahead of the curve and capitalize on the enormous opportunities that China has to offer by effectively planning and executing their marketing campaigns.

If you want to know more about marketing practices in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com

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Capturing the Spirit: How Brands Can Harness the Dragon Boat Festival for Effective Marketing

June 20, 2023

The Dragon Boat Festival is a traditional Chinese holiday that occurs on the fifth day of the fifth lunar month, which corresponds to late May or early June on the Gregorian calendar. This year the festival falls on June 22.

The Dragon Boat Festival is one of the four most important traditional Chinese festivals, along with the Spring Festival, Tomb-Sweeping Day, Qixi festival and Mid-Autumn Festival.

The Dragon Boat Festival is a time for Chinese people to honor their cultural heritage, pay homage to Qu Yuan, strengthen community bonds through dragon boat races, and enjoy traditional food and customs. Qu Yuan? Who is that? Let’s dive deeper…

🏮 Learn more about Chinese festivals and how internationals brands can prepare

Why is the Dragon Boat Festival celebrated?

The Dragon Boat Festival has multiple origins and legends associated with it, but the most well-known story is that of Qu Yuan, a famous poet and statesman from ancient China.

Qu Yuan lived during the Warring States period and was famous for his patriotism. When his state was conquered, he drowned himself in the Miluo River as an act of despair and protest against corruption.

The local people admired him and raced their boats in an attempt to rescue him or retrieve his body. They also threw rice dumplings wrapped in bamboo leaves into the river to prevent fish from eating his body.

Today, the Dragon Boat Festival is primarily celebrated through dragon boat races, where teams of rowers paddle in long, narrow boats decorated like dragons. These races take place on rivers, lakes, and other bodies of water.

Rhythmic beat of drums and the cheering of spectators accompany boats. The races symbolize the attempts to save Qu Yuan and commemorate his sacrifice.

Dragon Boat Races

Dragon Boat Races © Unsplash

📅 Explore our ultimate China marketing calendar for 2023

Dragon Boat Festival and Mid-Autumn Festival

The Dragon Boat Festival and Mid-Autumn Festival are deeply rooted in Chinese culture and have a long history. Chinese celebrate them with a variety of traditional activities and foods. These days are occasions for people to gather with friends and family. Check some of the main similarities in the ways that locals celebrate both festivals.

 

Gift Giving: Both festivals are associated with the exchange of gifts. In particular, mooncakes are a traditional gift for the Mid-Autumn Festival, while zongzi (sticky rice dumplings) are the must during the Dragon Boat Festival. Many brands create special gift sets or promotions around these traditional foods.

Zongzi - Starbuck's Limited Edition

Zongzi – Starbuck’s Limited Edition

Social Media Campaigns: Brands often run social media campaigns to engage with consumers around both festivals. For example, they might create special filters, stickers, or mini-programs on WeChat or other social media platforms. They may also run contests or promotions that encourage consumers to share their festival experiences on social media.

 

Sales Promotions: Both festivals are also occasions for brands to offer special discounts or promotions to drive sales. For example, they may offer discounts on mooncakes or zongzi, or create limited edition products that are only available for a limited time.

 

Brand Storytelling: Brands may use these festivals as an opportunity to tell stories that align with their brand values or message. For example, they may highlight the importance of family, tradition, or community in their marketing campaigns.

Key Differences in Communication

While there are some similarities in marketing communication between the Mid-Autumn Festival and the Dragon Boat Festival in China. However naturally there are also some important differences and nuances to consider. Here are a few examples:

 

Themes: Firstly, the themes of the two festivals are different, and brands need to tailor their marketing communication accordingly. The Mid-Autumn Festival brings to mind the themes of reunion, harmony, and gratitude. In contrast, the Dragon Boat Festival makes people think of courage, teamwork, and patriotism.

 

Products: Secondly, the traditional foods popular during these two festivals are different, which can impact the types of products that brands offer. Mooncakes are the traditional food for the Mid-Autumn Festival, and brands often create special mooncake gift sets or offer discounts on mooncakes during the festival. For the Dragon Boat Festival, zongzi (sticky rice dumplings) are the traditional food, and brands may offer promotions or discounts on zongzi, or create festival-themed zongzi packaging.

 

Timing: The timing of the two festivals is different, with the Mid-Autumn Festival falling on the 15th day of the 8th lunar month, while the Dragon Boat Festival falls on the 5th day of the 5th lunar month. This can impact the length of marketing campaigns and the timing of promotions.

 

Consumer Preferences: Consumer preferences may differ for the two festivals, which can impact marketing communication. For example, during the Mid-Autumn Festival, consumers may be more interested in high-end, luxury mooncakes, while during the Dragon Boat Festival, consumers may be more interested in affordable zongzi options.

 

🥮 Discover more about the roots of Mid-Autumn Festival and How Brands Celebrate It

 

Marketing with the Dragon Boat Festival

The Dragon Boat Festival is an excellent opportunity to connect with and build relationships with your followers/customers. One way is to create a limited period gift or product linked to the festival. Starbucks is a good example; if you buy a certain amount of Zongzi, you can get a gift bag.

Another example is Li-Ning’s Dragon Boat Festival offer. Li-Ning, one of China’s leading sportswear brands, has refashioned its classic lifestyle sneakers, ‘001 Unblock’ into a “zongzi”. Their themed edition replicated features of zongzi (see above) in honor of the special occasion.

Li Ning 001 Unblock Dragon Boat Festival

Li Ning 001 Unblock Dragon Boat Festival

Conclusion

The Dragon Boat Festival in China presents a unique and exciting opportunity for brands to connect with their target audience. However, it is crucial for brands to tailor their marketing communication. Consider the themes, products, timing, and consumer preferences associated with the Dragon Boat Festival.

If you want to know more about the Chinese market, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

 

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Unlocking the Power of 520 Day: How Brands are Capitalizing on China’s Love Celebration

May 18, 2023

You might know Valentine’s Day, but what if we told you that there’s another love day in China, where people celebrate love by sharing gifts with their loved ones? Yes, it’s ”520 Day”. China has more romantic holidays than most nations, with Valentine’s Day falling on February 14, 520 Day falling on May 20, and the Qixi Festival falling on August 22 this year.

You should be aware of 520 Day if you sell gifts such as jewelry, watches, handbags, or even automobiles. Valentine’s Day might not be a big deal in China. Instead, that happens most often on May 20 also called 520. Because it’s a consumer-focused holiday with a significant online component and gift-giving as a core element, it’s crucial for retailers to be aware of it.

Let’s get to know more about 520 days and how marketers can take advantage of them.

What is 520 in China?

Chinese users began using the term “520” online to shorten the phrase “I love you,” much like English speakers do with “ILY” or “ILU,” which is how 520 Day got its start. This is because when spoken in Mandarin, the phrase “I love you” (wǒ ài nǐ) sounds very similar to 520 (wǔ èr líng).

In China, it is not a recognized public holiday. However, on this special Day, restaurants and movie theaters are much more crowded and expensive in the evening. Also contrary to Qixi festival which is deeply rooter in Chinese tradition, ‘520’ is a purely commercial holiday coined only in recent years. It doesn’t take any of its allure and fun!

💕 Why should brands include Qixi, the Chinese Valentine’s Day, in their marketing strategies?

Is February 14 not so important anymore?

Valentine’s Day this year appears to be less busy than in years past. Big luxury brands like Louis Vuitton, Dior, Gucci, and Balenciaga didn’t launch any related initiatives in China. Social media platform Xiaohongshu recorded only around 50,000 posts mentioning “Valentine’s Day 2023” as of February 13, slightly fewer than the same period last year.

The general public does celebrate Valentine’s Day even though the holiday’s origins don’t have much cultural resonance with local shoppers. However according to a Chinese survey, people prefer traditional Chinese romantic celebrations like the Qixi Festival and 520 Day to Valentine’s Day.

Valentine’s Day is unlikely to gain popularity in China as consumers turn toward their own cultural heritage and brands prefer to leverage guochao in their marketing communication. 

This dynamic explains why high-end businesses have made marketing around more regional events a top priority. For the following significant romantic festival, 520 Day, luxury players will probably go all-out.

 

How are the other brands doing it?

 

Balenciaga 5:20 video game hall

Last year, Balenciaga launched a campaign that featured a number of charitable endeavors and limited editions, all of which were offered on their official website and in physical stores. One standout was the “5:20 Video Game Hall,” a virtual arcade with pixel art and a lifelike soundscape that is currently available on the company’s WeChat channel until May 20. Alongside this, WeChat memes and 520-only profile pictures were made available for free download.

This year, the brand prepared a range of 520-exclusive products such as T-shirts and other accessories. These can be decorated using included garment marker. There is also a beloved gaming component but this time users become farmers growing virtual crops using regenerative agricultural techniques.

🎮Female Gaming – One of China’s Most Promising Trends

Balenciaga 520 Campaign China

Saint Laurent’s Tmall Super Brand Day

Since the beginning of its campaign on April 30 in conjunction with Tmall Super Brand Day, French luxury fashion house Yves Saint Laurent has amassed hundreds of millions of cumulative exposures online. 

The pink version of its Kate bag line was first introduced during the campaign. The color symbolizes love.

Saint Laurent has created an interactive 3D experience that enables customers to try on the various styles in an immersive setting. In addition to enlisting the help of celebrities and KOLs on social media. 

 

Special 520 products from Bvlgari

On May 1, Bvlgari launched a campaign to promote its 520 products, and to do so, it used Weibo’s pop-up advertisements to introduce Wu Lei as its 520 campaign spokesperson.

The first 1000 customers who spend more than 20,000 RMB between April 20 and May 20 will receive special 520 stickers. The first 300 customers who order 520 items online will also receive a special festival-related stamp in the mail.

 

Tiffany’s limited edition ruby necklace – “Blue is the Color of Love”

Tiffany presented a limited edition Tiffany Hardwear necklace set with rubies to commemorate Valentine’s Day this year. Olympic gold medalist and model Eileen Gu was the face of the luxury jeweler’s  advertising campaign.

Gu’s support for this cause has increased its social media engagement: as of publication, the campaign hashtags #ElieenGuTiffanytheColorofLove and #ElieenGuColorson on Weibo had amassed a combined viewership of 230 million, a sizable number for a commercial ad.

With comments like “mysterious,” “high-end,” and “gorgeous,” 99 million people have viewed Tiffany’s iconic blue box.

Tiffany 520 Campaign China Eileen Gu

“V” for love from Valentino

The Valentino Garavani 520 Mini Loc handbag campaign featured the letter “v” from the word “love” concealed inside the iconic logo of the accessory. 

The theme of the campaign was that love is a special declaration between two people. Along with this storytelling, the celebrity partnerships for the campaign received overwhelmingly positive reviews from online users.

One of the top 3 trending topics on Weibo on May 10 was the hashtag #LayZhangJessicaJung, which received 100 million views in a single day.

 

Maison Margiela’s “I love” twist locker

Margiela introduced Aa New Lock handbag exclusively in China. The piece made its debut in Maison Margiela’s Avant-Premiere Spring-Summer 2022 collection, embellished with pistachio green leather and an “I love” twist locker.

Multiple sets of character strings with associations to love can be found in the accessory’s twist locker’s special edition. When the bag is locked, the phrase “I love” is visible; when it is unlocked, a number of options are available, including “You,” “The Earth,” “My Cat,” and “Maison Margiela.”

 

Prada: Mathematics of Love

One of the first high-end companies to launch its 520 campaign in China was Prada. The “Mathematics of Love” campaign  examines love in the context of the post-pandemic era. It defines love as both universal and particular, timeless yet also linked to the present.

A special selection of 520 products are available through a WeChat pop-up shop.

 

​​Louis Vuitton: Treasure Hunt

Louis Vuitton released a 90-second short film on May 12 to commemorate 520 Day. The film shows a treasure hunt on the company’s monogram handbags led by the actress Song Jia and livestreamer Li Jiaqi.

Li’s on-screen persona is unusual for Louis Vuitton, which has traditionally favored celebrities with sizable fan bases; however, his endorsement seems to have greatly impressed netizens, as his Weibo campaign post garnered over 4.2 million views.

 

Diesel Taps Collectible 

Diesel and Dolores, a company known for its collectible toys, worked together to produce 520 Valentine’s Day figurines this year. 

The art toys come in three colorways: neon pink, neon green, and neon yellow. They feature Diesel’s Spring 2023 collection and its best-selling 1DR handbags. 

DIESEL 520 Campaign China

📅 Discover our China’s 2023 Marketing Calendar

Conclusion

Referencing well-known Chinese holidays or launching specific promotions can be a very effective way to engage customers. However, it’s equally crucial to ensure your messaging and imagery are culturally sensitive. Do not rely on stereotypes, or you run the risk of gravely offending your audience.

If you want to know more about the Chinese market and how we can help your business, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

 

 

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Marketing to Women Empowerment: A Chinese Perspective on International Women’s Day

March 7, 2023

Every year on March 8, people celebrate International Women’s Day to honor women’s achievements and raise awareness of gender inequality. The first International Women’s Day was observed on March 19, 1911, in a number of European nations. Now, Women’s Day is celebrated all over the world now, and China is no exception. 

Let’s see how people in China celebrate Women’s Day and how it impacts the Chinese market.

 

Women’s Day in China

International Women’s Day (IWD) has gained popularity in China due to the extreme transformation of the position of women in Chinese society compared to their traditional societal roles of limited independence and work options. 

In 1949, IWD was declared an official holiday in China, and new laws were passed to give women greater control over their lives, combating old ideas of male superiority. As a result, women gained greater independence, education, and political representation, leading to their recognition as vital contributors to Chinese society. IWD is now celebrated widely across China to recognize and further promote women’s progress in society.

 

📆 Explore the full 2022 Marketing Calendar

How is IWD celebrated in China?

 

Chinese companies offer benefits to female employees on International Women’s Day (IWD), including time off, flowers and small gifts. Women, companies, and social organizations use the day to raise awareness about issues affecting women, such as sexual harassment, mental health, and discrimination. 

China also celebrates Women’s Day by giving women numerous product discounts on and around this day.

The self-care theme is heavily marketed on Women’s Day. It is one of the major factors contributing to the enormous sales that are generated on this day every year. With slogans such as ‘Treat yourself’ or ‘Happy Goddess Day’, brands want to inspire purchases. However, there are more and more voices contending that IWD shouldn’t turn into just another shopping holiday. Instead, it should concentrate on addressing issues of health, safety, and domestic violence, which are still major issues in China.

 

How International Women’s Day affects the Chinese market

 

In China, women are in charge of more than 70% of household purchases, including those for luxury goods, everyday items, and online shopping, according to a report by Alibaba.

China now boasts the third-largest female consumer market in the world, behind the US and Japan. Women’s rising purchasing power is one of the major factors contributing to China’s economy. Sheconomy will play an even more important role in the coming years.  Therefore companies increasingly emphasize the value of appealing to female customers.

For e-commerce platforms, International Women’s Day is a significant marketing occasion because it coincides with the introduction of fresh spring products with the “3.8 Festival.” E-commerce platforms can use the 3.8 Festival as an opportunity to market to women by providing exclusive discounts and promotions on goods that are catered to their interests and needs.

Aa growing number of Chinese women choose a single lifestyle over marriage, particularly millennials and Gen Z. These trends are affecting the Chinese market and economy as well. For example, online female shoppers reached 581 million by 2022. Nearly half of their purchases were in the beauty, skincare, and makeup sectors, according to Questmobile’s 2022 report on the “she economy”.

 

Top eye-catching campaigns for Women’s Day in China

 

Some brands have really developed a meaningful connection with their female consumer base. Those are the ones that offer a deeper message and seek to empathize with the gender inequality and social expectations that women face. Some of the campaigns from such brands are:

 

Tmall Super Brand Day:

Tmall Super Brand inspired women with a novel poem that included 26 brands in alphabetical order. The “Wǒmen are women” campaign’s main focus was on women’s feelings toward specific brands.

The campaign involved about half of the brands that took part in Tmall’s Super Brand Days. The purpose of the poem and video was to inspire women to develop their own “super brand” that reflected their unique spirit and personality. 

 

Perfect Diary 

For the Perfect Diary campaign, the brand interviewed female celebrities who had all experienced gender stereotypes in their lives. However, they didn’t let these inhibit them from following their dreams. Yamy Guo, a member of the girl group Rocket Girls 101, joined the campaign. In the past, she received flak for not meeting expectations of stereotypical female beauty.

Her experience brought to light China’s absurd beauty standards. Instead online users praised her and noted that she is unique because of her appearance.

The video gained over 6.4 million views on Weibo. It also included Yang Li, a comedian known for her anti-patriarchal comedy. Hui Ruoqi, a former captain of China’s women’s volleyball team, was one of the campaign heroines as well.

 

Perfect Diary IWD

 

Florasis

One of the hottest C-beauty brands, Florasis, took on a very unique approach. The brand launched a video campaign that examines how women deal with various mental health issues in modern society.

At the same time, the series featuring five women looked at different skin issues. By the end, it unveiled a new product called Florasis Balance Liquid Foundation.

The campaign, which celebrated the upcoming International Women’s Day also assisted to boost sales of its new product. Thanks to the brand’s well-liked livestream sessions, did both by amplifying this message through personal stories.

 

Net-A-Porter 

Luxury e-commerce Net-A-Porter launched a campaign film The Remarkable Day. The video highlighted various memorable moments throughout a female’s life, such as a wedding or pregnancy.

In China’s luxury market, Net-A-Porter was an early adopter of female marketing. The e-tailer has collaborated with several female celebrities over the last two years to engage its independent and expanding female customer base.

For its International Women’s Day campaign this year, Net-A-Porter highlighted well-known Chinese fashion houses that are likely to draw younger consumers away from social media sites and into its flagship Tmall store and WeChat marketplace.

 

L’Oréal

For its “I Say I’m Worth It” campaign, L’Oréal worked with a variety of Chinese celebrities. The list included Ouyang Nana, Gong Li, Ju Xiao Wen, Xin Zhilei, and Daniel Wu.

The actors discussed their personal experiences and ideas about female empowerment. The collection of short films inspired women to take on life’s challenges and figure out their own personal values.

The campaign demonstrated the company’s in-depth knowledge of Chinese femininity by using role models from a variety of life stages and professions that connected with the brand’s larger female customer base.

 

Neiwai

March last year, the Chinese lifestyle brand Neiwai debuted the final phase of its No Body Is Nobody campaign. 

The initiative began in February 2020 with a series of documentaries looking at the diversity of female bodies. Podcast series last year that covered a variety of feminism-related topics followed.

In order to commemorate the brand’s tenth anniversary, the campaign’s final installment featured five of the company’s female customers. The ladies shared their own individual journeys over the previous ten years. 

Neiwai Campaign

 

How can brands improve their Women’s Day campaigns?

Firstly, brands should focus more on showcasing the strength and accomplishments of women in 2023. The discussion around IWD is bigger rather than just offering discounts and promotions to better target female consumers. 

Brands can attract and engage female consumers who are passionate about these issues by developing campaigns and topics that advance gender equality and women’s empowerment.  

This may entail collaborating with organizations that champion women’s issues or producing content that highlights the achievements of women in various professions.

Secondly, for female customers, brands should aim to create individualized and tailored experiences. This can involve providing specialized product recommendations, individualized customer service, and special access to activities and discounts.

IWD is a great day for brands to forge a deeper emotional bond with their female consumers. If done correctly, it can increase loyalty and long-term customer relationships. Brands can achieve that by demonstrating that they comprehend and value the particular needs and preferences of female consumers.

 

 

 

Conclusion

IWD is celebrated widely in China to recognize women’s progress in society. Meanwhile, it serves as a significant marketing occasion for businesses to appeal to the country’s growing female consumer base. In recent years, it became an occasion for brands to discuss important societal topics related to women’s daily life. In conclusion, it’s a great time to connect with female consumers in a meaningful way.

🏮Explore our page dedicated to the most important festivals in China

If you want to know more about the Chinese market, contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

 

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Maximizing Opportunities in the Chinese Market: A Guide to the 2023 Marketing Calendar

January 12, 2023

Marketing in China is a unique and challenging endeavor. With a population of over 1.4 billion, the country is home to one of the largest consumer markets in the world. However, to truly succeed in this market, it is crucial for brands to understand and appreciate the country’s rich culture, customs, and traditions. One of the most effective ways to do this is by tapping into the many holidays and festivals that are celebrated throughout the year.

In this article, we will take a deep dive into the Chinese marketing calendar for 2023, providing a comprehensive guide to the major festivals and e-commerce events that brands should be aware of.

From the Chinese New Year, also known as the “Spring Festival,” to Singles’ Day and the Double 12 Shopping Festival, we will explore the significance, traditions, and opportunities of these events. This will help brands better understand and connect with the Chinese consumer and tailor their marketing campaigns to align with the values and interests of their target audience. Meanwhile, feel free to refer to this article to plan your 2023 marketing calendar accordingly!

 

Chinese Marketing Calendar

 

January

 

January 1: New Year

The International New Year is becoming increasingly popular among young people in China. The celebrations are similar to those in Western countries. It is important for brands to understand the cultural context and tailor their campaigns accordingly for better sales and engagement.

 

January 21-27: Spring Festival / Lunar New Year (春节 / chūn jié)

The Chinese or Lunar New Year, also known as the Spring Festival, is the most important holiday in China. It typically falls between January 21st and February 20th, depending on the lunar calendar.

During this time, people travel home to be with their families, exchange gifts and participate in traditional activities such as lion and dragon dances. This is a great opportunity for brands to launch new products, offer special promotions, and create festive campaigns to connect with consumers.

🧨 Discover some of the coolest ideas on how to connect with your Chinese audience during CNY

🧧 Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

 

 

 

February

 

February 5: Lantern Festival (元宵节 / yuán xiāo jié)

The Lantern Festival falls on the 15th day of the first lunar month, which is usually in February. This year it falls on February 5th.

This festival marks the end of the Chinese New Year celebrations, and it is a time for people to gather and watch lantern displays, solve riddles, and eat sweet glutinous rice balls. Brands can create special campaigns and promotions to align with the festival’s theme of luck and prosperity.

 

February 14: Valentine’s Day

Valentine’s Day is becoming increasingly popular in China, especially with younger audiences. On Valentine’s Day, people in China exchange gifts such as chocolates, flowers, and jewelry.

Brands can take advantage of this by promoting these types of products as Valentine’s Day gifts. Additionally, restaurants and hotels can offer special Valentine’s Day packages, such as romantic dinners or weekend getaways.

 

March

 

March 8: Women’s Day (三八节 / sānbā jié)

International Women’s Day, which is celebrated on March 8th, is an important event in China. On this day, many Chinese brands and companies run promotions and special deals to attract female consumers.

Additionally, there are often events and gatherings held to recognize and celebrate the contributions of women in society.

 

March 21: Spring Equinox

The Spring Equinox, which marks the start of spring in China, is a time for celebrating renewal and growth.

It is traditional for Chinese people to mark the occasion by participating in various customs and rituals, such as cleaning their homes, decorating with new flowers, and eating special foods. Many brands take advantage of the holiday season to promote their products and services.

 

April

 

April 5: Tomb Sweeping Day (清明节 / qīngmíng jié)

Tomb Sweeping Day, also known as Qingming Festival or Pure Brightness Festival, is a traditional Chinese holiday that takes place on the 4th or 5th of April each year. On this day, people pay their respects to their ancestors by visiting graves, cleaning and maintaining gravesites, and making offerings of food, flowers, and incense.

Normally, brands don’t publish dedicated greetings for the Qingming festival.

 

May

 

May 1: Labour Day

International Workers’ Day, is a public holiday in China that is celebrated on the first day of the month. It is a day to honor the contributions and sacrifices of workers and is typically marked by parades, speeches, and other public events.

We recommend preparing a dedicated greeting especially if you are in the B2B industry. For example, you can refer to Procter & Gamble Chemicals greeting:

 

May 1 Greetings

May 4: Youth Day

Youth Day in China is a public holiday celebrated on May 4th, marking the student-led protests of 1919, the birth of Chinese nationalism, and the emergence of the Chinese Communist Party.

During this period, marketing campaigns use slogans, messages, or visuals that resonate with young people, and brands also launch promotional offers and discounts.

 

May 14: Mother’s Day

Mother’s Day in China falls on on the second Sunday of May each year, and it is an occasion to honor mothers and motherhood. Family members often give gifts and express their appreciation for the love and care of their mothers.

For example, retailers may offer special deals on items such as flowers, jewelry, and clothing, food and beverage companies may launch special deals or limited-edition products

 

May 20: 520 Valentine’s Day

“520” is a slang term in China referring to May 20th, as the numerals “5” and “20” sound similar to the Chinese phrase “I love you”. Some people in China use the occasion of 520 to express their feelings of love and affection, similar to how Valentine’s Day is celebrated in other parts of the world.

520 is becoming a trend in China, especially among the young generation, they would use this day to celebrate their love, such as giving gifts, flowers, and chocolates, and planning romantic activities with their partners

 

June

 

June 1: Children’s Day

Children’s Day is celebrated on June 1st in China to honor children and promote their well-being. Activities such as parades, sports events, and cultural performances are organized by schools and local governments.

Companies and organizations also run campaigns to promote children’s rights, education, and health, including charitable donations and free or discounted admission to children’s attractions

 

June 7-9: Gaokao

The university entrance season in China, also known as “gaokao season,” is a crucial time for high school students as they prepare to take the National Higher Education Entrance Examination (NHEEE).

Brands, especially in the education, tutoring, and test preparation sectors, tend to launch various marketing campaigns targeting these students and their parents.

June 8: Father’s Day

Father’s Day is not an official holiday in China, but it has been increasingly popular in recent years, especially among young people. Many Chinese people choose to celebrate Father’s Day by giving gifts, such as clothing, watches, and electronics, to their fathers.

Sales and promotions, special gift sets, and emotional campaigns encourage customers to share stories on social media.

🚲 See the campaign we prepared for Father’s Day together with Montagut 

Father Day China Montagut

June 18: 618 Shopping Festival

618 is another shopping festival created by JD.com. The date of the festival is the anniversary of the launch of the JD platform by Liu Qiangdong. However, in recent years, it’s slightly losing momentum with consumer sales fatigue.

 

June 22: Dragon Boat Day (端午节 / duān wǔ jié)

The Dragon Boat Festival, also known as Duanwu Festival, is a traditional Chinese holiday that falls on the fifth day of the fifth lunar month, usually in June. The festival is celebrated to commemorate the ancient poet Qu Yuan, who is said to have drowned himself in a river.

During the festival, people in China typically participate in dragon boat races, eat zongzi (a traditional glutinous rice dumpling wrapped in bamboo leaves), and hang mugwort and calamus to ward off evil spirits.

Brands tend to market during this period by promoting traditional Chinese culture and history, they are usually looking to capitalize on the festive atmosphere and appeal to the emotions of the customers.

 

July

 

July 7: Minor Heat (小暑)

The eleventh solar term of the year, known as Minor Heat, starts on July 7 of this year. Minor heat warns of the impending hottest time, but the extreme heat point has not yet materialized.

Farmers focus on field maintenance during the minor heat. Currently, crops like mung beans, kidney beans, peanuts, and others are growing. People water these crops and take precautions against harmful insects.

 

August

 

August 8: Start of Autumn

The traditional Chinese lunar calendar divides the year into 24 solar terms. Chinese autumn, the 13th solar term of the year, begins on August 8 and ends on August 22 this year.

The start of autumn reflects the end of summer and the beginning of autumn. The fruitful season is approaching.

 

August 22: Qixi Valentine’s Day (七夕节 / qī xī)

Qixi Festival, also known as Chinese Valentine’s Day, is celebrated on the seventh day of the seventh month in the Chinese calendar. The festival has a history of over 2,000 years. It’s related to the romantic legend of two lovers, the Cowherd and Weaver Girl.

A lot of couples go on romantic getaways and exchange gifts. Chinese companies actively market their goods during the Qixi Festival by emphasizing themes of romance and love. For example, jewelry, flowers, and chocolates are popular gifts.

💕 Discover what Qixi is and what kind of activation you can prepare 

 

Qixi China

September

 

September 10: Teachers’ Day

In China, Teacher’s Day is a significant holiday. Students all over the country honor their teachers by giving them flower bouquets, cards, paintings, or performances of songs and dances.

In all Chinese schools, in mainland China and abroad, teachers’ day will be celebrated through meetings, ceremonies, and speeches.

 

September 29: Mid-Autumn Festival  (中秋节 / zhōngqiū jié)

The Mid-Autumn Festival is a traditional Chinese holiday that falls on the 15th day of the 8th month of the lunar calendar. Chinese celebrate this festival with family reunions, lanterns, and mooncakes.

Brands in China use the Mid-Autumn Festival for marketing, with campaigns featuring mooncakes, lanterns, and family themes. Some brands collaborate with celebrities for added appeal.

🥮 Have and eat your (moon) cake – what is Mid-Autumn Festival and Why You Should Pay Attention

 

 

 

October

 

October 1 – 6: National Day / Golden Week (国庆节 / guóqìng jié)

National Day in China is celebrated on October 1st to commemorate the founding of the People’s Republic of China. The holiday is marked by a grand military parade in Beijing and large-scale celebrations throughout the country, including fireworks displays and cultural performances

We recommend preparing a suitable greeting for your Chinese socials.

 

October 23: Double Ninth Day

The Double Ninth Festival, also known as the Chongyang Festival, is a traditional Chinese holiday that falls on the ninth day of the ninth month of the lunar calendar.

People celebrate this festival by climbing mountains, drinking chrysanthemum wine, and eating zongzi, which is a traditional rice dumpling.

Chinese traditionally believed that these activities will help prevent disease and prolong life. The holiday has also become a time for family reunions and honoring one’s ancestors.

 

November

 

November 11: Double 11 (双十一 / shuāng shíyī)

Double Eleven, also known as “Singles’ Day,” The holiday began as an informal observance for single people but has since grown to become the world’s largest e-commerce shopping event.

All retailers in China, such as Alibaba’s Tmall and JD.com, offer significant discounts and promotions on this day.

11/11 has become widely popular to buy all kinds of goods, from electronic devices to clothes and household items. The sale has also become a global phenomenon, with many international brands taking part.

🛍 Read how the Singles Day is Evolving in Recent Years and Why Discounts Won’t Work Anymore

11/11 Singles Day China

November 23: Thanksgiving

Firstly, Thanksgiving is not an official holiday in China. It is not a traditional holiday, but some expatriate communities and international schools celebrate it. In addition, many western-style supermarkets and restaurants in major cities will have Thanksgiving meal options for those looking to celebrate.

 

December

 

December 12: Double 12

Double 12 is an online shopping festival in China, similar to Cyber Monday in the United States. The event was popularized by e-commerce giant  JD.com as an event to counter and compete with Singles Day (November 11th).

As a result, it’s now the second-largest shopping festival in China. During the event, retailers offer large discounts and promotions to customers, and it’s a major day for consumers to purchase all kinds of goods.

 

December 22: Winter Solstice (冬至)

The winter solstice, or “Dongzhi” in China, marks the shortest day and longest night of the year. It is a time for balancing yin and yang energy through foods like glutinous rice balls.

Families gather to celebrate and honor ancestors. Chinese also practice traditional customs such as staying up late, eating glutinous rice, and offering sacrifices to the kitchen god.

 

December 24 – 25: Christmas

Christmas is often celebrated in a more commercial and westernized way, with the exchange of gifts and the decorating of Christmas trees. Despite the fact that some Chinese Christian communities across the country celebrate Christmas with church services and family gatherings, it’s safe to assume that currently, Christmas is a purely commercial holiday.

🎄 Check how Christmas Evolved in the Recent Years

In big cities, there are Christmas markets, shopping malls, and department stores holding Christmas-themed events and decorations.

🎅 Don’t Forget to Check Our Review of The Most Interesting Christmas Campaigns This Year and Save it for Later

 

In conclusion, a marketing calendar is a powerful weapon in the arsenal of any business looking to make a splash in the dynamic and fast-paced Chinese market. Therefore businesses should stay ahead of the curve and capitalize on the enormous opportunities that China has to offer by effectively planning and executing their marketing campaigns.

If you want to know more about marketing practices in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com

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This Christmas, Find Out What Brands in the Chinese Market Have Been Up To

December 22, 2022

In the last decade, Christmas has settled as an important event for brands in China. Of course, it is not as large as traditional Chinese holidays or e-commerce festivals, but many brands, particularly those with Western roots, are celebrating with their fans in various ways. 

Shopping malls, restaurants, and entertainment venues in China’s major cities are all decked out with Christmas trees, and Santa is on his way to deliver gifts to children. This year, we looked at several different international and domestic brands to see how they celebrate Christmas. 

🎄 Read our previous article about how Christmas changed in China over the last couple of years

Christmas in China

When it comes to any festive campaign, social media plays an important role. With WeChat being the biggest social media platform, brands are super keen to get the best engagement for their campaigns. We’ve seen a lot of beautifully crafted interactive articles and WeChat campaigns for this Christmas. Again, we worked with Montagut to produce a fun interactive post that led readers through a short narrated story with a Christmas-themed setting. Scan the QR code to open the article and interact with it for yourself.

Montagut Christmas China WeChat

This is not the first time we’ve collaborated with Montagut on holiday content. Click here to learn more about our “Winter Wonderland” Christmas campaign. 

Christmas in China is more about gifting between couples during romantic dinners or self-gifting than it is about family gifting. As a result, many jewelry brands are taking this task seriously and planning eye-catching and interesting campaigns. Tiffany and Boucheron created some cool interactive posts. Harry Winston, on the other hand, delights with an online quiz that helps you find the best gifts for your other half or for yourself. Fendi prepared a whole winter-themed universe leveraging WeChat Channels, stickers, and gaming, all in one! Not to mention creating a super cute brand mascot – Brother Fen to top off the trends targeting Chinese Gen Z. 

🔥 Explore more about China’s Gen Z as Luxury Consumers

 

 

Fendi – Brother Fen’s Universe:

Fendi China

 

Harry Winston Mini-Program Quiz:

Christmas WeChat Interactive Posts:

 

Interactive Post from Pandora:

 

Interactive Post from Boucheron:

 

Interactive Post from Tiffany:

Advent Calendars in China

Many beauty companies have released Christmas-themed products as well as full-fledged advent calendars. Following last year’s public relations disaster, in which the Chanel advent calendar was deemed overpriced for the value of the products inside, other brands’ seasonal blind boxes fared well this year due to customer satisfaction with better product quality and price points.

In China, blind boxes are a popular marketing tool, and advent calendars fit the bill perfectly if done correctly. Brands such as Charlotte Tilbury, MAC, or Diptyque released theirs through their own channels as well as in collaboration with KOLs. The following are some of the 圣诞限定礼盒 (Christmas Limited Edition Box) mentions on Xiaohongshu, “RED,” where users were unboxing and showing off their treasures.

RED Xiaohongshu Advert Calendar China

Christmas on Chinese E-commerce Platforms

Naturally, compared to complete promotional takeovers during 11/11 or other shopping festivals, Christmas is less visible on e-commerce. However, many brands prepared their own promotions and Christmas content for their official Tmall stores. Many brands took a creative approach to Christmas, tying the festive season with more inclusive winter, astrology, or winter sports themes rather than a dull Santa and reindeer approach. Since the Olympic Games in Beijing in early 2022, the latter has also become synonymous with winter.  Astrology is also a big trend leveraged this Christmas, particularly in makeup, and can be seen not only in Western brands like Dior and Gucci but also in Perfect Diary. 

Christmas Tmall Taobao

This year’s lower enthusiasm for celebrations is also related to the recent surge of COVID-19 cases across China as a result of relaxed restrictions, which appears to be the first step toward China’s reopening in 2023.    

📌 Click here to learn more about WeChat interactive posts and how you can make the most of it!

Takeaways

It only makes sense for a brand with European roots to want to celebrate this holiday with its customers and provide them with a little extra.  You can engage and amuse your fans with a comprehensive marketing campaign, depending on your goals and resources. You could also offer exclusive holiday discounts or festive add-ons. Alternatively you could just wish them a happy holiday in a special post or interactive article. 

Additionally, international B2B brands shouldn’t be reluctant to celebrate Christmas with their clients. In fact, this is one of the few times when you can get away with using lighter language. We assist our clients in planning holiday events each year that will highlight their brand values and improve their relationships with their staff, partners, and clients. See some of the examples from previous years:

 

 

 

Last but not least, since Christmas is here, it means that Chinese New Year is also approaching fast, and this year it falls particularly early on January 22. It’s the last chance to start getting ready for China’s most significant holiday. There are a number of options, including intricate campaigns, interactive articles, holiday posters, and even red packets.

🧧 Visit our article to learn more about what a “red packet” (hongbao) is

Contact us if you would like our assistance with your marketing communications during this special time of the year.

 

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What is 11/11 Singles’ Day and how this Retail Festival Changed in Recent Years?

November 11, 2022

We all have heard of Valentine’s Day or “Lovers’ Day,” but have you heard of “Singles’ Day” aka 11/11 or Double Eleven? Interesting right? It is celebrated in China, and it is one of the biggest retail festivals here. A huge event in the marketing calendar of many retailers. And, if you are targeting a Chinese audience, then this is an amazing opportunity to make huge sales.

Let’s learn more about this singles’ day and understand ways to capture an audience in this highly competitive market.

 

What is “11/11” and how did the craze take over China in the last couple of years?

The festival started when the students of China’s Nanjing University celebrated “Bachelor’s Day” as a sort of anti-Valentine’s Day around 1993. Why November 11th? Numerology is very popular in China. November 11 looks like four lonely sticks when written, and hence, Singles’ festival was born. This celebration started spreading among other universities. Men and women started celebrating it. So, eventually, 11/11 got the name “Singles’ Day.” People celebrate this occasion by treating themselves to gifts and presents, making Double 11 a huge retail festival in China.

In 2021, around 900 million shoppers purchased luxury items from Gucci, Burberry, Coach, and other luxury brands. China’s two tech giants, Alibaba and JD.com, together they set a new world record by earning around $139 billion. Due to this huge craze, there is a lot of competition as well among brands. To survive the competition, campaigns must be well-prepared. Brands collaborate with KOLs and online advertisements to promote their product and get better awareness among consumers.

Tmall was the one which initiated the Singles’ Day Shopping Festival in 2009. It has grown over time into a shopping phenomenon and greatly impacted the global retail sector. In November 2011, the one-day sales of Singles’ Day surpassed the sales of Cyber Monday in the United States. It has become a massive internet shopping festival.

Every year, Tmall organizes a massive shopping extravaganza that features unending live-streaming sessions, amazing discounts, and celebrity appearances. Other shopping giants like JD.com and Pinduoduo also joined this heated competition.

Why Double 11 sales are going down?

However, Tmall’s sales have dropped dramatically in recent years. Not only Tmall but also Alibaba and JD.com saw a drop in sales in 2020. Some of the reasons for this downfall are

  • Singles’ Day has been around for more than a decade and customers are not as excited as before. Today they are also much more familiar with the tactics and campaigns done by the brands.
  • Starting the sales window way too early. People purchase in the initial sales and this makes the actual day or week revenues much lower.
  • Livestream e-commerce is a huge hit among consumers but live-streaming features are available on all social media platforms nowadays. This makes the e-commerce houses like Tmall hard to grab the audience’s attention through their live streams.
  • With numerous promotions and campaigns all around the year, Singles’ Day stands out less. This makes the Single’s day sales feel less special and results in low sales. Check the list of other e-commerce festivals in China and you’ll see that Chinese consumers have multiple occasions to hunt for deals. 
  • People are getting more aware of consumerism. Many have started becoming more conscious of the products they buy, from whom they buy, and shopping sustainably.

 

Brand practices and consumers’ reaction

During these festive sales, the competition gets fiercer. Brands also join e-commerce platforms to get more sales. With offers and discounts available in online stores, offline stores, and live streaming channels, people are finding it difficult to purchase products at the lowest price.

Even big brands got under fire due to false advertising with L’Oreal among them. Though they topped Weibo’s list of the hottest searches, they got a huge backlash for misleading the consumers. As the issue continued to bubble, the hashtag #L’Oréalaccusedoffalseadvertising trended on Weibo, reaching 150 million views.

Consumers have recently stated that they would rather purchase goods at regular prices when needing them. As opposed to comparing numerous coupons and discounts to find the best deal.

Post-COVID reality

Post-Covid, many users have become more cautious about spending money. Consumerism is getting more criticism, along with the crazy amount of excessive and unsustainable packaging that 11/11 creates. Chinese consumers are aware of the effects of global warming and have experienced its impact. People are becoming more aware of the situation and want to take the essential steps to avoid consumerism.

This has forced brands and e-commerce giants to adopt sustainability. This year’s 11.11 shopping festival coincides with the 27th United Nations Conference on Climate Change, also known as COP27. Over the course of the 11.11 Global Shopping Festival, Alibaba Group is promoting sustainable consumption throughout its ecosystem. Alibaba has partnered with brands and merchants to provide Chinese consumers with more sustainable products at a time when they are looking to live more sustainably.

 

The biggest stars of last year Double 11 in trouble

Note that live-streaming e-commerce started booming in China during the pandemic. In 2021, more than 320 million customers in China will make at least one purchase from a live-stream session. We also covered quite extensively live-streaming tactics for WeChat Channels. 

Viya and Li Jiaqi, China’s two famous live streamers, were the biggest winners of Alibaba’s Singles’ Day in 2021. The power duo generated GMV worth $3.1 billion (20 billion yuan) during their October 20 live stream session, which is close to 10% of the entire 2020 Singles’ Day event. Li Jiaqi pre-sold $1.9 billion (12 billion yuan) in products ranging from Shiseido creams to Apple AirPods. Viya also registered a smashing success, selling about 1.2 billion (8 billion yuan) in goods during a 14-hour live stream. Li Jiaqi, also known as Austin Li, was one of China’s biggest internet celebrities, with 64 million followers on Taobao. He once sold 15,000 lipsticks within 5 minutes in a sales competition against Alibaba.

But the superstar has gone silent after his show was abruptly cut last year due to connotations with political events. There is a long silence from Li’s side, which is very uncommon for him. He isn’t the only internet star to vanish from social media in China in recent months. Shortly after her successful 11/11 appearance, Huang Wei, also known as Viya, was fined $210 million for tax evasion. Huang had millions of followers on China’s major social media and shopping platforms, but her accounts were removed in December. She has not appeared online since then.

The sudden rise and fall of China’s most well-known influencers serve as a reminder. Brands should keep in mind how risky it is for brands to invest only in KOL marketing. This can have a huge impact on this year’s Singles’ Day sales.

New Singles’ Day strategies

Loyalty program

Brands have slowly started to realize that when it comes to building a strong, long-term relationship with shoppers, there is more to success than just offering deep discounts. The 14th edition of Alibaba’s 11.11 Global Shopping Festival in China features over 290,000 brands. It has provided retailers with tools and solutions for expanding their brand loyalty membership programs and introducing new products this year. 

Membership has become a high priority for brands on Tmall because it allows them to interact with consumers most directly and, for some, provides a higher level of certainty over sales during 11/11.  To date, over 40 brands on Tmall have loyalty membership programs with over ten million members, and 600 brands have loyalty membership programs with over one million members.

Alibaba is one e-commerce platform that has made strong progress from a GMV focus to a loyalty focus. “Alibaba is relatively ahead of the curve by serving these high-quality consumers,” said Ralph Wu, an associate partner at Bain & Co.

As of June 30, Alibaba also had 25 million members of its 88VIP loyalty program, with each member spending more than 57,000 yuan per year with the Hangzhou-based company. 88VIP is a mechanism designed to help participating brands and merchants increase stickiness and deepen consumer engagement across Alibaba’s ecosystem.

Brand storytelling

Claire Sun, Marketing Director of Royal Canin, a pet food brand with 1 million members and a decade-long presence on Tmall, talked about the brand’s 11.11 preparations and the benefits they’ve gotten from Alibaba’s platforms.

Royal Canin’s 11.11 preparations took a different turn this year. The company started early and collaborated with Tmall to host its first-ever Super Brand Day in the pet category. 

This enabled the brand to amass a wealth of consumer insights and customer assets in advance of 11.11.

Bilibili joins 11/11

A new player is joining this year’s “Double 11” e-commerce battle: Bilibili (also known as B Station). The video-sharing site officially launched a live-streaming shopping function ahead of China’s biggest shopping bonanza. 

At present, Bilibili’s live broadcast rooms offer products from its self-operated stores and those from Alibaba’s Taobao and JD.com.

To grow its livestream army, Bilibili has lowered the threshold for video uploaders to host their own live broadcast rooms. They must be at least 18 years old and have at least 1,000 fans. On top of that, they need to possess broadcast records from the past four years.

Overall, there is still a long way to go before B Station can pull ahead in the live-streaming race. It will be tantalizing to see how the video-sharing site will fare during the Double 11 shopping festival.

Conclusion

Chinese e-commerce behemoths created online shopping festivals like Double 11 to boost sales through discounts. Double 11 remains an important event for increasing brand and product exposure. However, brands should prioritize positive relationships with end consumers over skyrocketing GMV. 

If you want to know more about retail festivals in China and e-commerce, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com

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What is the Mid-Autumn Festival and How do Brands Approach It?

September 7, 2022

First of all, happy mid-autumn festival from the WeChat Agency team!

 

 

 

 

 

 

 

China has a very distinct cultural history, traditions, and holidays. Such days continue to be essential marketing touchpoints. In recent times they have evolved into shopping plans for the average consumer. 

The second most important festival after Chinese New Year is the Mid-Autumn Festival. This year it falls on September 10. 

So for all the businesses out there, this is a fantastic chance for you to draw Chinese customers in with relevant advertising and merchandise!

And without further ado, let’s learn about the Mid-Autumn Festival and how your company can benefit from it.

 

Mid-Autumn Festival

This holiday which celebrates the end of the harvest season is typically marked by family get-togethers, lantern festivals, and mooncake celebrations, yummy right!
It is celebrated in many other Asian nations as well, such as Singapore, Vietnam, Korea, and Malaysia, and as said earlier, it is the second-most significant festival after Chinese New Year.

When: The Mid-Autumn Festival occurs on the fifteenth day of the Chinese calendar’s eighth month.
Significance: It’s a significant festival in Chinese culture and very comparable to the Western Thanksgiving holiday.
How do people in China celebrate? Friends, family, and delectable food are all that matter, with the mooncake taking center stage. 

As the full moon shines brightly in the sky, people also celebrate by lighting decorative lanterns. Mooncakes and other items with festive themes are frequently given as gifts to friends and family.

 

What ways can brands celebrate? 

Moon cakes

Mooncakes are like the life source of this celebration. In fact, the Mid-Autumn Festival is also known as the Mooncake Festival!
Mooncakes can be a fantastic opportunity for brands to use and take full advantage of the festive spirit.

 

In fact, according to a recent analysis by iiMedia, the size of the Chinese mooncake gift box industry quadrupled between 2016 and 2021, rising from $1.7 billion (11.6 billion RMB) to $2.5 billion (16.9 billion RMB). As a result of this demand, there are now an increasing number of mooncake businesses in China, 40,478 as of July 2022, making it even more important to stand out creatively.

With their purchases, several brands give customers gift boxes of mooncakes to celebrate the Mid-Autumn Festival.
This can be easily accomplished by collaborating with a nearby eatery or food company so that their customers can use a voucher to purchase a gift-boxed mooncake.

Some brands have also put their own spin on the delicacy. 

They opt for an experimental mixture rather than the traditional red bean or lotus seed paste. Mooncakes are a significant means by which businesses can show that they are aware of regional customs.

Starbucks, for instance, joined the competition with its own coffee-flavored mooncake! Each was stamped with the Starbucks logo and the promotional Facebook post won over 20,000 engagements. 

For the Mid-Autumn Festival, companies can include the moon in their products. In order to maintain the festive atmosphere, Alexander McQueen used traditional ink on a jewel box with festive theme elements that represented the moon and moonlight.

 

WeChat greetings

WeChat is a popular platform for friends and family to exchange holiday greetings. The Chinese usually send greetings to one another via WeChat. In WeChat, people also post images of themselves participating in the festival by lighting lanterns and eating mooncakes. Stickers, GIFs are the most popular ways to do that. 

Tencent developed “Moonments,” a mixed reality campaign intended to represent the potent force of Chinese culture.

People had to focus on the moon from their current location to create it, and once they did, they were told to choose a location on the Great Wall of China. They will get a view of the moon and the Great Wall of China. They can now choose from a list of traditional Chinese poems about the moon. Finally, you’ll have a poster to share on WeChat Moments with your Moon Festival greeting.

Other brands can also create something special, like Moonments, to engage consumers on special occasions and celebrate Chinese culture.

On September 8th, Ayayi started working for Alibaba as the proprietor of Tmall Super Brand. She had her own ID card and launched the first NFT digital mooncake for the Mid-Autumn Festival.

Gaming

The Mid-Autumn Festival is also a great time to gamify your website or app by providing some sort of competition, gaming experience or scoring, or perks because Chinese people love digital trends, games, and other interactive oddities.

For instance, Kate Spade used WeChat to launch a flight game that spread lovely festival lanterns filled with congratulations across the screen. This made it possible for everyone to spread good vibes and well wishes while sharing the branded lantern with family and friends.

The well-known smartphone app game Angry Birds also celebrated the holiday by switching out its standard golden eggs for lovely golden mooncakes and adding 34 levels with an oriental theme.

 

Cool campaigns for Mid-Autumn festival

Mooncakes and holiday-related items are the main presents that are given and received. However, young people enjoy shopping particularly, and many companies advertise specialty mooncakes or limited-edition holiday-themed goods. 

Let’s take a look at some interesting campaigns that took place in recent years:  

 

Mooncakes from Fendi

Fendi adopted a novel method for designing containers. The brand chose a highly functional cylinder shape that could transform into a lantern because lanterns are a prominent aspect of the Mid-Autumn Festival. A small, vertical set of drawers containing mooncakes is revealed when the cylinder is opened. Each mooncake bears the FF stamp of the company. 

The protective film covering a tiny battery on the tube’s side can be removed after the drawers have been taken out and the container has been shut. This activates internal LED lighting that projects light through star-shaped holes onto nearby walls to simulate a starry night. It also rotates.

Their messaging was charming as well. In association with Chinese artist Oscar Wang, they unveiled a 15-second animation featuring Fendidi the Panda. The company’s social media accounts like Weibo, WeChat, and RED, all showed the campaign. Additionally, it was available globally on Facebook, Twitter, and Instagram. It featured adorable depictions of a full moon, an astronaut, and the panda, China’s national animal.

They also ran a mooncake distribution campaign. The company covered a wide range of topics in novel and enjoyable ways.

 

Perfect Diary: Beauty Products with Mid-Autumn Festival Theme

Some companies choose to use other products that draw inspiration from the holiday rather than traditional offerings like mooncakes. Perfect Diary, a domestic Chinese beauty brand that has been capitalizing on the guochao trend and a strong marketing strategy in the country, released a Mid-Autumn Festival-themed eyeshadow palette. 

They collaborated with the Guochao incubator on Tmall and co-branded the palette with China Aerospace Science and Technology Corporation, or NASA in China. Chang’E and Jade Rabbit are two examples of characters from Mid-Autumn Festival fables who reside on the moon that have been given names for China’s lunar probes.

Their Mid-Autumn palette also complimented a line of shadows with an animal theme that the company had started in 2019. The brand ambassador for the “Explorer Eyeshadow Palette 11, Rabbit” was Luo Yunxi, and the campaign included beauty KOLs who posted makeup tutorials using the palette on social media.

The company additionally unveiled a computer-generated campaign video with the moon, other planets, a fictitious model, and an enigmatic rabbit. Over 110 million people have viewed the Weibo hashtag #PerfectDiaryRabbitPalette, and over a million people have watched the video. The young followers of the brand loved it. 

 

HeyTea: Serving young thirsty people

HeyTea took advantage of the opportunity to introduce a special holiday beverage and limited-edition goods. The brand created a special custardy, creamy, yellow bubble tea with a picture of the fabled Jade Rabbit, who resides on the moon, in celebration of the holiday. 

In its giveaway promotion, it also provided limited-edition lanterns, stickers, and coupons as prizes. Anyone who interacted with the brand’s accounts on Douyin, Weibo, Xiaohongshu, or Bilibili had a chance to win.

Fans left thousands of comments, reposts, and likes on a Weibo post promoting this unique bubble tea.

 

Tory Burch: Heartfelt family tales strike the right emotional chord

The American clothing company, Tory Burch, did not introduce any unique mooncakes or packaging. They didn’t try to appeal to Gen Z or create a CGI animation. They chose an approach that was less complicated and got right to the point of the holiday. It all came down to family for them.

The company requested that users share touching family stories on Weibo in exchange for a special gift from the company. They demonstrated their understanding of the holiday and provided a platform for people to express their gratitude by choosing such a meaningful topic with such strong connections to the holiday.

 This raised admiration for the brand and raised consumer awareness of it. The brand collaborated with local artisanal businesses to design exquisite packaging for gifts for VIPs and prize winners.

🧧 Check out how other Chinese festivals can be leveraged by brands

Conclusion

Mooncakes, lanterns, friends, and family are the main components of the mid-autumn festival. If you are trying to leverage this festival for sales in the Chinese market, you need to be very creative and innovative in including these in your strategy.

However, Mid-Autumn Festival offerings don’t always have to revolve around mooncakes, lovely jars, or lanterns. Brands can also introduce a limited edition of their usual products and connect it with the holiday through its color, flavor, design, or in other ways.

If you wish to know more about marketing techniques in China, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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Why should brands include Qixi, the Chinese Valentine’s Day, in their marketing strategies?

August 2, 2022

The Qixi Festival is one of the major Chinese holidays that drives sales outside of the Chinese New Year. At this Qixi festival, one would buy flowers or chocolates for their partners, plan a fancy dinner, and share/create some amazing memories together.

According to 2019 data from China Daily, sales in some categories even increased by almost 120% for the Qixi festival. In 2018, Tmall saw the one-day sale of hundreds of thousands of handbags. 

When it comes to the Chinese market, the Qixi Festival is a big deal. 

If you haven’t heard of it, read on to learn more about it and its significance for brands.

🧐 What are the most important e-commerce festival? Check here and update your brand calendar

What is Qixi Festival

The Qixi Festival also called the Double Seventh Festival or Chinese Valentine’s Day is a long-standing tradition that originated in the Han dynasty 2,000 years ago. Contrary to the 520 falling on the 20th of May (520) which is homophonic to ‘I love you’ in Chinese or Western Valentine’s Day on February 14, Qixi is a traditional Chinese festival. 

Like all great love tales, the legend of the Qixi Festival centers on two star-crossed lovers: 

  1. Zhinhu, a weaver’s daughter and a powerful goddess, represented by the star Vega, and 
  2. Niulang, a lowly cowherd, is represented by the star Altair.

The story goes like this…

Niulang and Zhinhu – Fell in love and got married, and eventually had a boy and a girl. 

However, when Zhinhu’s mother learned that her daughter had wed a mere mortal, she brought her back to heaven and created the Milky Way, a river that divides heaven from earth, to keep the lovers apart. 

The earthly magpies, on the other hand, were sympathetic to the lovers’ plight. So, to help them with the lover’s plight, they fly up once a year to the heavens and create a bridge over the Milky Way. This way, Niulang, and Zhinhu could spend one night together on the seventh day of the seventh lunar month.

This seventh day of the seventh lunar month became the Qixi Festival or Chinese Valentine’s Day. 

Chinese people celebrate it by sharing gifts and spending time together with their loved ones. This year, the Qixi Festival falls on the 4th of August.

Why is the Qixi Festival important for brands?

A week before Qixi, one of China’s most important traditional holidays, vendors doing business in the romance economy have an increase in their turnover. Days before the Qixi Festival, it’s common for well-known restaurants to be completely booked.

A popular Chinese handmade chocolate and ice cream company reported that on the day of the Qixi Festival, one of their stores in Beijing recorded sales of over 20,000 yuan. That is twice what they would normally earn on the weekends.

The owner of a flower shop in Hebei Province, North China, told the Global Times that during the weeks leading up to the Qixi Festival, the shop received at least 150 orders daily, as opposed to the 10 to 15 orders it receives on typical days. That’s a 10x growth in sales!

Ahead of this year’s Qixi, sales of homemade goods, outdoor and luxury goods, as well as chocolate and candies, have already increased by 20 to 30% YoY, according to China Internet Watch. It’s an excellent event for clothing, jewelry, and cosmetics in particular.

Major e-commerce platforms’ data reveals that weeks before the festival even starts, online sales of gifts soars. For instance, a week before, sales of romantic gifts on Alibaba’s two main e-commerce platforms, Tmall and Taobao, reached their peak. It’s obvious that the festival is growing in popularity each year.

Romantic gifts – trends

Domestically produced goods were the most in demand, with sales of traditional Han clothing increasing by a staggering 184%. Chinese Rouge, an antique-style blush, saw a 37% increase in sales over the previous year.

Additionally, the Qixi Festival encourages consumers to eat more Chinese food. Meituan, an online food delivery service, reported that 7% more Chinese food was consumed on Qixi in 2018 than on Valentine’s Day in the West during the same year. 

Couples celebrating Qixi also enjoyed purchasing trips to theme parks, international vacations, and dining at upscale restaurants, portraits, and flowers.

The Qixi Festival is becoming more and more well-known, as evidenced by the participation of more brands and influencers and the sharp increase in sales.
This signifies a fantastic opportunity for businesses of all kinds. They can ideally reach more customers and take inspiration from the various success stories of global and local brands during the Qixi Festival.

Qixi Festival marketing tips for brands: 

For those looking to develop a successful Qixi Festival marketing campaign for China, here are a few pointers:

  • Encourage user-generated content: As Gucci’s campaign has demonstrated, a campaign that rewards user-generated content, perhaps by offering a chance to win a prize or a small discount, can significantly help drive impressions and raise awareness on social media.
  • Set up a WeChat mini-program or shop: As the virus is still being controlled and life slowly returns to normal in China, offline activities are once again on the agenda, but many shoppers still choose to stay at home and shop online. 
  • Produce limited-edition items: Chinese consumers are very responsive to specialized, one-of-a-kind items that have been created for Qixi. 
  • Work with KOLs: With so many brands competing for consumers’ attention at the moment, partnering with KOLs can be a good way to stand out from the crowd and connect with customers.

Interesting campaigns for Qixi

The Qixi festival is an excellent opportunity to promote clothing, jewelry, and cosmetics. Marketing campaigns for cutting-edge beauty products, high-end clothing, and statement accessories emphasize romantic themes or heart-shaped patterns. 

Luxury companies launch limited-edition products or run special Qixi campaigns. Recent participants include Dolce & Gabbana, Balenciaga, Gucci, Dior, Prada, Michael Kors, and Burberry. These campaigns are typically distinguished by major celebrity endorsements or the launch of a limited-edition or capsule collection exclusively for Qixi to give it some exclusivity.

With millions of views and engagements, Qixi promotions generate a ton of social media activity. Some marketing campaigns generate their own hashtags and controversy to increase brand buzz even more.

Chinese consumers are becoming more fascinated by Qixi-related products as a result of the contemporary celebration of this ancient folktale. Also, they are responding favorably to innovative marketing campaigns centered on the occasion.

Conclusion

The Qixi Festival is a significant event on the Chinese calendar, and brands should also make it a priority. It offers a fantastic chance to raise brand awareness, develop relationships with customers, and increase conversions/sales. 

Well, it’s time for a little romance. We wish you all a Happy Chinese Valentine’s Day.

Learn about other festival-related marketing strategies on our blog.

If you wish to know more, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their networks among Chinese customers. For additional information, please contact us at contact@thewechatagency.com.

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How To Engage Audiences During Chinese New Year on WeChat?

January 28, 2022

On February 1, the Chinese New Year will be upon us, and it is historically a time of celebration, full of feasts, fashion, and, may we say, financial festivities.

With the New Year in mind, businesses are focusing their advertising strategy on the year’s most important holiday. The way companies approach the holiday season can teach marketers how to use consumer insights to build culturally relevant advertising.

Because China’s consumer market, which is predicted to rise to $8.4 trillion by 2022, is seen as a crucial development potential for luxury brands aiming to recover from a difficult year in 2020. 

Moreover, simply put, the Chinese market and the festivals fascinate brands. However, understanding the cultural nuances around the occasion might make the difference between a successful campaign and one that fails. 

Firstly, a campaign will take off when brands make the effort to discover what customers actually value and the cultural significance of the holiday they’re celebrating. Secondly, even if Chinese New Year isn’t on your marketing calendar, there’s a lot to learn from some of these brands that we at KRDS worked with, to create innovative WeChat CNY campaigns.

Lastly, types of activities and campaigns for Chinese New Year are unlimited. From static or GIF greeting cards to elaborated mini-site campaigns, you name it. Don’t forget the latest craze – branded WeChat red packets with lucky money.

What is a Hongbao, Red Packet?

This year, at KRDS / The WeChat Agency, we created our own WeChat Red Packet cover. 

Hongbao Red Packet WeChat

Hongbao Red Packet WeChat

Click here to discover how to create yours! Creating Your Own Red Packet Cover On WeChat—The Ultimate Guide

Chinese new year campaign for Montagut

To celebrate the Chinese New Year with Montagut fans and promote a new collection, we created a mini-site for customers to discover the perfect look for Chinese New Year celebrations.

The outfit suggestions were made based on the weather forecasts in their hometowns (geolocation) and the user’s personal preferences.

Montagut Campaign WeChat Montagut Campaign WeChat

Greetings Poster

Wechat holiday greetings for Procter & Gamble

CNY Poster WeChat

 

Greeting cards creation for BNP Paribas

BNP Paribas WeChat

Are you curious how other brands in China celebrate other festivals? Check out our previous post on China’s Christmas: How It Has Evolved Over the Years.

If you require further support with setting up your WeChat account or assistance with customizing your Chinese new year greetings/campaign, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact us by phone – Shanghai or Hong Kong

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