China's e-commerce market has emerged as a goldmine for businesses worldwide, with annual sales reaching trillions of yuan. In 2023 alone, online retail sales hit approximately $2.11 trillion, highlighting the immense potential of this market. With events like the Mid-Autumn Festival and others throughout the year, foreign brands can harness the power of these cultural celebrations to connect with consumers through influencer marketing.
For businesses looking to enter or expand within the Chinese market, understanding and leveraging the power of these traditional festivals is key to unlocking billions in sales. Here’s a complete guide to China’s top traditional festivals and actionable strategies to help you succeed in 2024.
Understanding China’s Traditional Festivals: A Cultural and Commercial Goldmine
Traditional festivals in China have deep cultural significance. These events are not only celebrated across the country but also present prime opportunities for brands to engage with consumers emotionally and culturally. Shopping behaviours during these festivals often revolve around gift-giving, family celebrations, and expressing goodwill, making it a perfect time for businesses to launch targeted marketing campaigns.
From the Mid-Autumn Festival to the Winter Solstice, 2024 offers many traditional events where brands can partner with influencers to connect with their audience. Let’s explore the top festivals and the influencer marketing strategies you can employ to succeed during these crucial periods.
1. Mid-Autumn Festival (中秋节): A Time for Family and Togetherness
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The Mid-Autumn Festival, falling on September 17, 2024, is one of China’s most beloved traditional celebrations. It’s a time for family reunions, mooncakes, and expressing gratitude. During this festival, brands have the opportunity to tap into the themes of family, connection, and gratitude.
Why This Festival is Key for Influencer Marketing
During the 2017 Mid-Autumn Festival, cell phones dominated JD.com’s sales, accounting for nearly 55% of consumer spending. This underscores the significance of the Mid-Autumn Festival as not only a cultural celebration but also a major commercial event. Today, brands have an excellent opportunity to leverage this festival by collaborating with Key Opinion Leaders (KOLs) and influencers. With many Chinese consumers exchanging gifts during this time, it's an ideal moment to promote products that resonate with family values, such as luxury goods, mooncakes, food, beverages, and home décor.
Influencer Marketing Tips for Mid-Autumn Festival:
Collaborate with Lifestyle Influencers: Engage lifestyle KOLs who can showcase your products as perfect gifts for loved ones. Mooncakes, for example, are the traditional gift of choice, so working with influencers to design limited-edition or premium versions can appeal to the festive spirit.
Live Streaming Events: Host live streaming sessions with popular KOLs, sharing stories and traditions of Mid-Autumn while offering exclusive festival-themed deals. Platforms like Douyin (China’s TikTok) are excellent for building real-time engagement.
Family-Oriented Campaigns: Create marketing campaigns that reflect the core values of family and reunion, featuring influencers who appeal to the emotional side of Chinese consumers. Whether it’s food, fashion, or gifts, ensure the message resonates with the deep cultural roots of this festival.
2. Double Ninth Festival (重阳节): Honour and Respect for the Elderly
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On October 11, 2024, the Double Ninth Festival, also known as the Chongyang Festival, is celebrated. This traditional festival focuses on honouring the elderly, providing an ideal opportunity for brands in the health, wellness, and luxury sectors to promote products that cater to older generations.
Why Double Ninth Matters
In 2017, the Double Ninth Festival ranked among China's top five festivals for online consumer spending, highlighting its commercial importance. Gift-giving, especially to elders, is a key aspect of this celebration, with consumers often purchasing health supplements, clothing, and wellness products to show care for their parents and grandparents. Partnering with influencers to promote these thoughtful gifts allows brands to connect with the festival’s sentiment of respect and care for the elderly.
Influencer Marketing Tips for Double Ninth Festival:
Target Senior-Friendly Products: Work with influencers to promote products geared towards the elderly, such as health supplements, comfortable clothing, or skincare items tailored to mature skin.
Emphasise Care and Wellness: Partner with wellness KOLs who can highlight the importance of maintaining health and wellness in old age. Influencers can share personal stories or testimonials about how your product can enhance the well-being of elderly family members.
Family-Centric Content: Like Mid-Autumn, the Double Ninth Festival is rooted in family values. Use influencers who can appeal to both younger consumers and their parents or grandparents, focusing on intergenerational relationships.
3. Winter Solstice (冬至): A Festive Season of Warmth and Comfort
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Falling on December 21, 2024, Winter Solstice, or Dongzhi, marks the longest night of the year and is another occasion for family gatherings. Traditionally, families celebrate with a warm meal, often featuring dumplings or tangyuan (sweet glutinous rice balls).
Why Winter Solstice Works for Marketing Campaigns
This festival is synonymous with warmth and comfort, making it ideal for brands in the food, beverage, and home goods sectors. Consumers are more inclined to purchase food products, home essentials, and winter wear to celebrate with family in a cosy atmosphere.
Influencer Marketing Tips for Winter Solstice:
Food-Centric Campaigns: Partner with food bloggers and culinary influencers to create content around traditional Winter Solstice dishes. Sharing recipes, cooking tips, and product recommendations can engage audiences during this family-oriented festival.
Highlight Comfort and Warmth: Collaborate with influencers in the home goods sector to promote cosy, comfortable products such as blankets, winter clothing, or home décor. Live streaming product demonstrations can show how these items can enhance the warmth of the family celebrations.
Gift-Ready Promotions: Influencers can promote gift-ready bundles, such as food hampers or festive treats, which are perfect for sharing with family during the solstice. By featuring these products in their content, influencers can drive last-minute purchases.
Beyond 2024: Preparing for Chinese New Year 2025 (春节)
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In 2021, Chinese retail sales during the Spring Festival week reached a staggering 821 billion yuan, underscoring the festival's massive economic impact. Although the major traditional festivals of 2024 wrap up with the Winter Solstice, it’s never too early to start planning for Chinese New Year on January 29, 2025. As the most important cultural celebration in China, brands that begin preparations early can build engagement and secure sales through pre-holiday promotions.
Tips for Chinese New Year 2025:
Pre-Holiday Campaigns: Launch campaigns early in January, encouraging consumers to stock up on gifts, home goods, and festive essentials. Collaborate with influencers to promote products that resonate with the themes of prosperity, good fortune, and family unity.
Live Streaming and Social Commerce: Chinese New Year is a time when consumers are highly active on social platforms. Begin early promotions through live streaming on Douyin or Taobao, where influencers can showcase your products and offer festival-themed discounts.
Navigating Challenges in China’s Influencer Marketing Landscape for 2024
While the potential of China’s e-commerce festivals is immense, 2024 brings challenges that brands must navigate:
Tighter Regulations: China’s data protection laws, such as the Personal Information Protection Law (PIPL), require businesses to be transparent in their data practices, especially in influencer marketing.
Increased Competition: The rise of domestic brands continues under the “guochao” trend, with local businesses blending Chinese culture into modern products. Global brands need to localise campaigns to maintain relevance.
Sustainability Focus: Consumers, especially Gen Z and millennials, are looking for brands that demonstrate eco-friendly practices. Collaborate with influencers to highlight your brand’s sustainable initiatives.
To succeed in 2024’s traditional festivals, brands must create hyper-localised campaigns that resonate with China’s diverse and culturally rich market. Collaborating with influencers allows you to build trust, increase engagement, and ultimately drive sales during these festivals. From the Mid-Autumn Festival to the Winter Solstice, using tailored influencer strategies will help your brand connect deeply with Chinese consumers.
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