In view of the summer in Europe it is perhaps surprising to mention Valentine’s Day now, since it is traditionally associated with 14 February.
But we know by now that in China things are often very, very different.
The Middle Kingdom also celebrates a romantic holiday, very similar to the Western version, but not only is it in August, but also on a different date each year: in 2023 it will take place on 22 August!
This is the Qi Xi Festival, which is celebrated according to the lunar calendar, hence its changing date, just like Chinese New Year.
And to understand it better, you should know that Qi Xi means ‘the night of sevens’, because it falls on the seventh day of the seventh month of the lunar calendar.
But knowing that this is a big consumer festival in China, how can we best position ourselves to make the most of it?
- Online/offline integration:
Creating extensive partnerships with e-commerce platforms such as Tmall or offline supermarkets are important initiatives for FMCG brands to convey a sense of high quality and trustworthiness.
- “Value for feelings” + “value for money”:
It can be seen that festival marketing in this post-pandemic era is not just about promotions, discounts and value for money.
More and more consumers prefer brands that speak to their hearts and nurture a digital/physical community for closer ties.
To be better prepared during these sales peaks, brands should delve deeper into the possible connections between festival celebrations and their brand philosophy.
It is essential to develop a customised festival marketing strategy that leverages localised information in China while maintaining the brand’s DNA.
Sources:
