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白色情人节: White San Valentine’s Day

Do Chinese people celebrate just one #Valentine’s Day?

The answer, as many of you already know, is not really!
In fact, in China, there are six different occasions to celebrate lovers. Now, we are getting closer to another one: guess what it is?

…One little hint: today we’re talking about #白色情人节.

In Asian countries, 14th March, known as #White Valentine’s Day (or White Day), is an occasion for women to gift their male others.

There are several versions of the #holiday’s origin, which was firstly in Japan, in 1977 precisely, but they all more or less focus on creating a #festival to encourage consumption in the name of love.

At the very beginning, the festival has spread to South Korea and Taiwan. Then, it gained a foothold in mainland #China.

From that moment, loads of #brands have caught the opportunity that this gifting holiday offers, just as they did with Chinese Valentine’s Day Qixi.

This year, how did brands hit on a strategy to get more consumers?

Keep following us and don’t forget to visit our website (link in comment) to discover more about our services and launch your digital marketing campaign in China!

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白色情人节: White San Valentine’s Day
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女王节 3.8 Queen’s Day

Before we dive into the marketing campaigns now live across various channels and platforms, it’s important to understand the context of International Women’s Day in China!

International Women’s Day has been recognized in China since 1949. But the day’s significance has moved away from female empowerment for the country’s e-commerce retailers over recent years – who brand the day asQueen’s Day’ or ‘Goddess Day’. Check this carousel to understand more 

Goddess Day 女王节 or Queen’s Day?

Every year, China celebrates International Women’s Day on March 8, but it has devolved into a prime time for online sales campaigns and advertising rather than a moment to celebrate the achievements of women.

In fact, 妇女节 (fùnǚjié) has become one of the most attractive national shopping holidays, also known as Goddess Day 女王节 or Queens Day

A pleasant excuse to 买买买 (buy)!

How eCommerce platforms react to this online shopping event?

Every major e-commerce platform and brand holds sales promotions to commemorate the occasion.

Why is it so important? Women’s Day kicks off the post-ChineseNew Year season and acts as a good barometer for consumer spending

Interesting to watch how Chinese marketplaces are supporting international brands in reaching Chinese consumers’ attention.
Digital red envelopes and live streaming format are a not-to-be-missed opportunity, one of the most popular forms of social commerce and consumer-facing digital innovations

Most of them put a strong effort into exclusive membership plans to build platform loyalty and give their members even more benefits. It is the case of @Secoo, which offers the opportunity to receive a cashback of 300 yuan after total spending of 2000yuan

Secoo Membership exclusive activities & Live-streaming sessions with promo coupon

Eager shopping consumers have also the chance to join thousands of live streaming sessions hosted all around the globe and purchase their most wanted items.

It all started with pre-sale activities!
On the Tmall pre-sale activities were officially rolled out on March 2nd

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女王节 3.8 Queen’s Day
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What does it mean to be born during the Ox year?

The Ox year is coming next week! Here’s just a brief cultural insight. Chinese zodiac signs tell a little about your personality, love, careers, and more. Let’s discover what does it mean to be born during the year of the ox.

If you are born, for example, in 2009, 1997, 1985, 1961, your sign is Ox.

You are honest, and you do not like to be at the center of attention. Besides, oxen feel a great responsibility towards their family. 

You are kind but, you can’t be persuaded very easily. Before taking action, you normally need to plan carefully: that’s why your sign is linked with the concept of success.

Do you recognize yourself in this description?

The Chinese zodiac is fundamental when it comes to communication and marketing, and launching your Chinese New Year related campaign can be your key strategy to increase your brand loyalty.

If you want to learn more about China and Marketing, dive into our insight page and get up to date with the latest trends.

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What does it mean to be born during the Ox year?
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3 secret to getting prepared for the year of the ox

Chinese New Year is fast approaching. In less than one month will start the Ox year (牛年) and we’ll say goodbye to the little mouse (鼠鼠). Here are three key things to watch to getting prepared for this CNY 2020.

Niche brands

Being a small brand could be an initial obstacle, but recent research has shown that this could be a strength when considering to approach a new market.

The word #小众  (Xiǎo zhòng, niche) have been searched over one million times on RED Chinese equivalent of Instagram and now Chinese users are eager to discover new brands and unique yet more distinguishable products.

Social Commerce

It’s not a secret that social media are great to promote products or brands, and eCommerce is great when it comes to selling. What about if we combine them both?

 Say hello to social commerce!

iiMedia Research have predicted that in 2022 social commerce will impact for over 300 bn US$ (273 GBP), and more recommendations will come through interactive media. That’s why in order  to succeed, brands  presence in major Chinese Social network such as WeChat, RED or Douyin is simply quintessential!

One of the most well known social commerce platforms is Little Red Book, born as a platform where users shared reviews on all sorts of things ranging from clothes to food to tourism, it has since delved into the world of social commerce as users can find out about products and purchase them directly on the app.

Fintech

Fintech is  growing with a predicted value of about 310 bn US$ (230 bn GBP), and a big innovation comes with Alipay superapp . From the fintech world the app has evolved as a digital lifestyle app and with new services such as Huabei, CBEC solutions and livestreaming has made it simple to pay instalment and attract many new customers using digital marketing tools.

This is just a little part of our report about new marketing strategies to enter chinese market, such as taking advantage of Chinese commercial and traditional festival sales momentums.

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3 secret to getting prepared for the year of the ox
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12.12 is more than another shopping festival

Between Christmas and Double 11, the shopping season secret is  Double 12 (双十二). 

So many brands are ignoring this big opportunity, but here’s why you should get this commercial festival into consideration:

12.12 makes e-tailers and C2C users to take advantage of the double11 sales craze. eCommerce platforms such as Secoo and Taobao promoted their product with heavy discounts and hot deals.

This year 12.12 promoted heavily O2O, Chinese users got big discounts on Alipay digital payment super app. Kantar reports a steady 19% growth in online to offline platforms in China.

We can’t forget the live streaming. This year Douyin organized a 12.12 dedicated all-day event. 12.12 related videos were played over 750 times during one day.

Together with Christmas (圣诞节), 12.12 is the last 2020 shopping festival, and it’s just 8 weeks before Chinese New Year (春节), which on 2021 will be celebrated on February 12th.

For retailers & online platforms, now it’s the best time to get ready for CNY and all the upcoming shopping festivals! 

Discover the key strategies and platforms to be successful, get now our FREE report #beyondCNY

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12.12 is more than another shopping festival
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Double 11 2020 impressive record

Double 11 2020 has been extremely successful. Performances have surpassed expectations, over 74 bn US$ GMV were generated. All payments were processed through Alipay. And Over 30k international brands were involved, this was the biggest online shopping ever in the world. 

Over 2 million new products were being launched, twice as much compared to 2019 

11.11 confirms being the best moment for brands to launch new products and increase their awareness. This year the key was luxury, instead of being a discount-centric festivity, big brands like Coach, Hermes, Kenzo and many more took part in the biggest shopping event ever.

11.11 is looking more like a long-awaited event since big stars are taking part in Single’s day’s 2020 celebration. In 2019 Taylor Swift amazed the Chinese audience with her performance, this year Katy Perry and Jackie Chan will take part in the show aired just a few hours before 11.11 start. 

Livestreaming is becoming international. During this year’s 11.1, celebrities as former basketball player Magic Johnson and world-wide famous singer Taylor Swift have broadcast their own live streaming sessions.

This was by far the biggest online event ever, but this was a great time for retail shops too: over 210k offline retails participated and offered special coupons via the Alipay app.

Plus, the biggest Chinese fintech super app will help offline retailers to attract customers with special discounts in over 100 cities.

That’s why your marketing strategy can’t miss in Inland China, want to learn more? Just contact us!

Source: Alizila

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Double 11 2020 impressive record