(Source: https://pltfrm.com.cn)
Introduction
China’s festivals, such as Chinese New Year and Singles’ Day, offer tremendous opportunities for overseas brands to drive sales and increase brand awareness. This article outlines how brands can leverage these key events for growth.
- Chinese New Year (Spring Festival)
- Tailored Campaigns: Create festive campaigns that reflect the cultural significance of the New Year. This may include limited edition products, special packaging, and messaging that reflects themes of prosperity and family.
- Promotions and Discounts: Offer exclusive discounts and promotions to capture the attention of consumers during this high-spending period. Flash sales and bundles can increase customer engagement.
- Singles’ Day (11.11 Shopping Festival)
- E-Commerce Preparation: Singles’ Day is the world’s largest online shopping event. Ensure that your brand is ready for the massive influx of traffic by preparing e-commerce platforms and optimizing inventory.
- Collaborations with Influencers: Partner with influencers to promote your products during Singles’ Day. Livestreaming has become a popular method for driving sales during the event.
- Mid-Autumn Festival
- Gift Giving: The Mid-Autumn Festival is traditionally a time for gift-giving. Brands can create gift sets or limited-edition products designed specifically for this occasion, appealing to consumers looking to purchase gifts for family and friends.
- Storytelling in Marketing: Integrate the symbolic elements of the Mid-Autumn Festival, such as the moon and reunion, into your storytelling to create an emotional connection with consumers.
- Double 12 Festival
- Smaller Scale, High Impact: Double 12 is an important shopping day following Singles’ Day, with a focus on smaller retailers. Brands that missed Singles’ Day can capitalize on this event by offering deep discounts and flash deals.
- Loyalty Programs: Use the Double 12 Festival to reward loyal customers through exclusive deals, coupons, and rewards for frequent buyers.
Case Study
Pampers capitalized on Singles’ Day by launching a well-timed campaign with influencer endorsements, resulting in record-breaking sales. By preparing in advance and leveraging the festival’s e-commerce potential, Pampers strengthened its brand in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, and Baidu. We have helped brands like Chile Cherries successfully capitalize on key Chinese festivals for brand growth. Contact us to learn how to align your brand with these crucial dates. Search PLTFRM for a free consultation!
