The Chinese market is an unmissable opportunity for brands aiming to expand: the explosion of the upper-middle-class in China will be the driving force for luxury brands, leading to an almost doubling of luxury spending by 2025, when Chinese consumers are expected to account for 40% of the global luxury market…
#BeyondCNY is a comprehensive report aiming to give you a deeper overview of Chinese Festivals, digital & social trends, and be on the right path of the Chinese consumers digital journey.
In Chinese, numbers can communicate an entire message! For example, on the 20th of May in China, lovers celebrate their day. Why?
“520” is another Valentine Day in China because it sounds phonetically very close to “I Love You”, 我爱你 (Wǒ ài nǐ). But when you pronounce it, make sure to say each word individually, because saying 5 五 “wǔ” and 20 二十 “èr shí” doesn’t work the same! Also, be careful not to mix it up with 525 “五二五“(èrbǎiwǔ) because instead of expressing your love, it means idiot, stupid.
If you like the idea of communicating in numbers, you can also take note of another expression 5201314! Why? If 520 means love, 1314 represents 一生一世 yīshēng yīshì (for a lifetime). So, if you say 5201314, you’re saying “I love you for a lifetime”.
Do you want to know what the main brands have done for this festival? In this period, brands are pushing on selling online and the platform for livestreaming as LittleRedBook (RED), or social commerce as 得物(Dé wù) or 微 Weibo and KOL marketing or video promotion on WeChat mini-program are becoming the pillar of the Chinese marketing campaign.