How to reach the highest peak in your e-Commerce - The Discount Dates in China

China is the fastest growing country in the world in terms of e-commerce. In fact, China registered 44% growth in 2020. China certainly occupies a good part of e-commerce worldwide and is one of the most attractive destinations for large companies and entrepreneurs. The Chinese population is renowned for its high consumption of products, especially products purchased online. It is therefore quite clear that in order to reach the highest peak in e-Commerce, the digital Chinese market must be taken into consideration. 

But when to fully exploit this great potential? In addition to a few holidays also present in our continent, such as Woman’s Day, Valentine's Day, Labour Day and Summer Sales, Chinese holidays should be kept in mind so that you can reach your potential buyers in China. Even Chinese customers can't resist the big discounts that come with them during holiday periods or even those special dedicated days. They are therefore much more persuaded to buy compulsively during the discount period. 

You should adapt your marketing strategies according to events and festivals that are specific to China. By doing this, you will be able to increase your ROI. In order to help you plan which period and event is the most suitable to plan your marketing campaign beforehand, we list here 8 of the most important dates in China.

1. Chinese New Year 春节 (1 February 2022)

Unlike Westerners who use the solar calendar, the Chinese use the lunar calendar, so the new year is celebrated between January and February. The Chinese New Year or Spring Festival is the most important event of the whole year. Many people weeks before plan to return home to their parents, spend time with family and, above all, buy gifts.

2. Dragon Boat Festival 端午(3 June 2022)

The Dragon Boat Festival celebrates the life of Qu Yuan, a famous Chinese scholar. During this day, people not only eat rice dumplings but also during this festival buy gifts for relatives and friends. For this particular period, Chinese people prefer to give such as gift cards, high-tech or luxury products.

3. Qixi Festival 七夕节(4 August 2022)

Qixi Festival finds its origins in the romantic legend of two lovers, the weaver Zhinü and the shepherd Niulang. Their love was not allowed, so they were banished each to opposite banks of the silver river (Milky Way), and once a year, on the 7th day of the 7th lunar month,  magpies would form a bridge to reunite the two lovers for a day. That’s also the reason why it is the Chinese Valentine’s Day  and it’s one of the most important festivals in China. The Qixi Festival is turning into another shopping festival. Brands must also consider this holiday of lovers to increase their sales. 

4. Golden Week (01-07 October 2022)

It’s the National Day holiday of China also known as the Golden Week. This week is one of the longest Holidays in China after the Spring Festival holidays and it is obviously one of the times when the Chinese consume and buy the most, not to mention how much they spend on travel.

5. Mid-Autumn Festival 中秋节 (10 September 2022)

3000 years ago, people celebrated the moon in hope for a good harvest, giving origin to the so-called Mid-Autumn Festival, today also called Mooncake Festival. The Mid-Autumn Festival is another important holiday to spend with loved ones. Families get together, eat these famous mooncakes and other packets of snacks, and even on this occasion they exchange gifts.

6. Single’s Day “11.11” (November 11th)

Single’s Day, also known as “Double Eleven”, is a 24h super discount period initially launched by Tmall (Alibaba) and followed by all the other major online e-commerce players, for example JD.com.  For many years, it has been one of the most popular days for consumers because of the big discounts and even in Western countries there are the first digital marketing approaches regarding this special day. 

7. Double 12 Festival (December 12th)

“Double Twelve” on December 12 is simply a sequel to “Double Eleven”. It was  originally launched to support smaller sellers on Taobao who encountered difficulties during the Double Eleven due to the great competitiveness of the bigger brands.  Although to a lesser extent, this day too quickly became one of the main days for discount sales.

8. “618” Mid-Year Shopping Festival (June 18th)

618 is an online Shopping Festival launched by JD.com for the celebration of the platform's birthday. Chinese consumers during 618 are obviously attracted by the numerous discounts that are exceptionally applied on this date, with the possibility of pre-ordering the desired products. Other large platforms also did not miss this new source of income and they too joined the event, such as Tmall and Pinduoduo.

In order to have an effective campaign for Chinese different celebrations you need to start advertising early so that potential buyers know what products are available or promoted.  Planning for holidays is an excellent way to leverage emotion and create a stronger engagement with your target group. Many brands use Chinese holidays/dates listed above as an opportunity to reach the peak of their e-Commerce. This is a smart and simple way to show to Chinese people that you put consideration in their culture, offering them coupons, vouchers, limited editions of your products and services etc.  

If you want to know more about how to reach your (potential) Chinese customers, need support or also just a consultation regarding the different ways to do marketing in China, don’t hesitate to contact us! Our W4 professional team will be happy to guide you throughout your advertising journey! 

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Tags: e-Commerce China Marketing

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