{"id":1382,"date":"2019-04-29T10:12:35","date_gmt":"2019-04-29T08:12:35","guid":{"rendered":"http:\/\/www.shuo-digital.com\/?p=1382\/"},"modified":"2019-10-24T10:40:41","modified_gmt":"2019-10-24T08:40:41","slug":"chinese-holidays-and-commercial-issues-two-intertwined-notions","status":"publish","type":"post","link":"https:\/\/www.shuo-digital.com\/en\/chinese-holidays-and-commercial-issues-two-intertwined-notions\/","title":{"rendered":"Chinese holidays and commercial issues: two intertwined notions"},"content":{"rendered":"\n

Chinese divination, traditions and mythology have fascinated the West for centuries. Who has never sought to know his Chinese astrological sign? Or never heard of Yin and Yang<\/a>? The influx of “local tourists” during the celebration of the Chinese New Year in the French capital is an example of this craze for Chinese culture and its mysteries. However, what seems to be only folklore for Westerners takes on a very special meaning and role in the Middle Kingdom. Thus, understanding the local Chinese holidays and respecting the traditions is the very basis of a successful market penetration.<\/p>\n\n\n\n

Events not to be missed<\/strong><\/h2>\n\n\n\n

“Happy Dragon Boat Festival”!<\/strong><\/h3>\n\n\n\n

It sounds a\nlot different from a “Merry Christmas,” does not it? Like the\n“Happy Easter” that we wish in France, it is customary in China to\nwish “happy holidays” during various festivities. Indeed, with a\nmillennial culture and mostly Buddhist, China sees its year punctuated by an\nimpressive number of local festivals. Thus, it is important for any company\nhaving a commercial activity in China to know these celebrations, and thus to\nwin the sympathy of its partners.<\/p>\n\n\n\n

New media make it easy<\/strong><\/h3>\n\n\n\n

The diversity of Chinese platforms offers a multitude of choices to communicate and target its customers. For example, WeChat and Weibo<\/a> are two essential interfaces for maintaining a special relationship with a brand’s customers. During these different holidays, foreign companies based in China and Chinese brands make the choice to publish greetings on their public “wall”. Some brands even venture to reveal traditional poems on their official pages. These are very well received by the Chinese audience and show respect and knowledge of Chinese culture.<\/p>\n\n\n\n

\"\"
Example of the publication of vows and poems of a Chinese brand on its “wall” WeChat, on the occasion of the Lovers’ Day (August). <\/figcaption><\/figure><\/div>\n\n\n\n

This\ncommunication through Chinese social networks also informs customers of\nupcoming sales to be issued during the celebrations. Moreover, it is not\nuncommon for many buyers to book certain products in advance in their\n“basket” in anticipation of this event. This allows them to shop\nfaster on D-Day and avoid the risk of out of stock.<\/p>\n\n\n\n

Specificities to take into account<\/strong><\/h2>\n\n\n\n

Some\nChinese celebrations have a considerable impact on the activity of local\nbusinesses. Thus, the celebration of the Dragon Boat (Duanwu \u7aef\u5348\u8282) (June) can be an opportunity to\nseize for the highlighting of aqueous products or perfumes, water being\nconsidered as virtuous and scented sachets as protectors during this period. In\nthe same way, it would be a pity for a chocolatier or a food company to miss\nthe Lovers’ Day (Qixi \u4e03\u5915) (August) to highlight its cocoa\nproducts.<\/p>\n\n\n\n

\"\"
Promotion of Ferrero\u00ae brand chocolates for the Chinese Lovers Festival. <\/figcaption><\/figure><\/div>\n\n\n\n

In addition, certain periods will be synonymous with commercial inactivity, such as that of the Spring Festival<\/a> (Chun Jie \u6625\u8282) (January \/ February). Others will be considered ominous, like that of the Ghost Festival<\/a> (Zhongyuan Jie \u4e2d\u5143\u8282) that impacts the entire month of August. During this month, the Chinese divination recommends not to undertake new activities or not to foresee important events (inaugurations, weddings, deliveries, etc.). A foreign company could therefore face a refusal from its Chinese partner during a contract proposal at this time of the year.<\/p>\n\n\n\n

However, it\nwould be awkward to consider all Chinese companies as\n“superstitious”. In a situation of doubt, it may be beneficial to\nleave the choice to one’s partner. For example, you can let him know that you\nhave knowledge of superstitions around August in China and thus give him the\nchoice to consider an offer before or after that period. To your partner to\ninform you whether or not this event is important to him.<\/p>\n\n\n\n

Stay in line with your brand<\/strong><\/h2>\n\n\n\n

Although it\nis important to take into account the Chinese festivities in its marketing\ncampaign, one must however pay attention to the excess of zeal. Seizing each of\nthese opportunities to post a message to its Chinese clientele or to sell its\nproducts may be counterproductive. Indeed, this will give the impression that\nthe brand is unable to target celebrations related to the products it\ndistributes and that it lacks knowledge of the region.<\/p>\n\n\n\n

For\nexample, the Chinese New Year, also known as the Spring Festival, concerns\neveryone. Thus, all brands and companies are expected to publish a word on this\noccasion. However, a celebration such as the Moon Festival or Mid-Autumn\nFestival (Zhongqiu Jie \u4e2d\u79cb\u8282) (September), though celebrated throughout\nChina, will have a commercial impact on only certain sectors. Indeed, the main\nelements related to this celebration are moon cakes or tea, symbolizing the\nfull moon and family reunion. So it will not be forgiven to a company related\nto these elements, especially the food sector, not to highlight this event and\nnot to make promotions. On the other hand, it will not be shocking that sports\nor luxury brands like Adidas and Burberry do not celebrate this event with\ntheir customers.<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n
\"\"
Advertisements published on the official Weibo of the Carrefour Group and TenFu (brand specializing in the sale of tea) on the occasion of the Moon Festival. The first offers special discounts, the second puts his tea as a perfect gift with moon cakes. <\/figcaption><\/figure><\/div>\n\n\n\n

You want\nto know the best marketing approach to have for your brand and know how to\nstand out from the competition? Our team is made up of specialists from China,\ndo not hesitate to contact us!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Chinese divination, traditions and mythology have fascinated the West for centuries. Who has never sought to know his Chinese astrological sign? Or never heard of Yin and Yang? The influx of “local tourists” during the celebration of the Chinese New Year in the French capital is an example of this craze for Chinese culture and […]<\/p>\n","protected":false},"author":5,"featured_media":1327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1382","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nChinese holidays and commercial issues: two intertwined notions - Shuo Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shuo-digital.com\/en\/chinese-holidays-and-commercial-issues-two-intertwined-notions\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chinese holidays and commercial issues: two intertwined notions - Shuo Digital\" \/>\n<meta property=\"og:description\" content=\"Chinese divination, traditions and mythology have fascinated the West for centuries. 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