Symbolic Gifting - The Spring Festival is a major shopping event, with new goods meant to symbolise a fresh start in the New Year. With retail sales hitting USD5 billion last year, it’s clear to see why so many brands launch bespoke products that include auspicious symbols and elements of the upcoming zodiac.
Livestreaming - Douyin (TikTok) is planning a major live-streaming event this year that is already creating social buzz, with a 45% year-on-year increase in search terms related to the event.
Little Red Book - Social media platform, Little Red Book (Xiaohongshu), is fast becoming the go-to platform for lifestyle content in China and is a hotspot for sharing hosting tips and celebration guides for the Lunar New Year. An increasing number of brands are investing in the platform and its many ecommerce features.
Red Packets - It’s tradition to hand out red packets during Lunar New Year, both physical and, increasingly, digital. Approx. 600 million red packets will be shared upwards of 4 billion times. These are often branded and a great way for brands to reach new eyes and even viral attention.
And this is just the tip of the iceberg when it comes to the potential of China. For those who understand how to navigate it, the Chinese market is full of opportunities and, in the Year of the Dragon, full of luck!
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