Christmas is a relatively new phenomenon in China, and is mostly acknowledged in the larger, urban cities such as; Beijing, Shanghai, Tianjin and Guangzhou.
It was introduced in the 16th century by Christian missionaries, became popular in the 1920s, but in the 1950s, the Communist government ceased the Western, ‘bourgeoisie’ celebration. Nowadays, the Christmas spirit is indeed alive and well in China, and the growing middle class have especially taken to it. It’s not a Christmas you would recognise though. As with most things, it’s a Christmas with Chinese characteristics.
You’ll give and receive thoughtfully wrapped, ribbon-tied…
Apples. Known as ‘ping guo’ in Mandarin, the word for apple sounds very similar to Christmas Eve, ‘ping an ye’. A fairly new tradition and exclusive to the Chinese, friends and family give ‘peace apples’ to one another on Christmas Eve to signify safety and health for the coming year. Apples can be bought packaged in bright paper and ribbon, or in fancy boxes with festive motifs such as Christmas trees or hearts. Although apples are the gift of choice, other presents such as toys, clothing and chocolates are given amongst loved ones.
IT’LL ALL BE PLANNED, EXECUTED AND DOCUMENTED WITH SOCIAL MEDIA
Of course, Christmas wouldn’t be Christmas in China if it wasn’t shared on social media for all to see. For the youth, it is very important to post photos about what you’re doing, who you’re with and where you are. Christmas gatherings are promoted and organised on WeChat. Plans are shared on Weibo and Weixin, and the Chinese will follow their favourite brands for the latest word on Christmas promotions. However, unlike in the West, where Christmas begins creeping up in September, don’t expect any buzz about the holiday until the week leading up to the big day.
DIGITAL MARKETING IS YOUR SHINING STAR
Like every Christmas tree, your brand needs a star to help it shine, and this is the role digital marketing will play. With over 618 million Internet users in China, and 80% on mobile, it is vital to utilise mobile social networks as a key medium for your marketing. Fifty-five per cent of Chinese netizens are younger than 30, and since they are the largest Christmas participators and most active social media users; they are your prime audience. They are connected all the time, with mobile being their primary tool for communication and entertainment. Take to WeChat and Weiboto spread some cheer. These microblogging platforms are optimised for easy interaction and sharing, and you can reach an extensive, diverse crowd who love to talk and share. Douban, PaPa and Wanpai carry a more devoted, enthusiastic following and these users exist as communities formed around mutual interests. Encourage engagement around festive discussions, and let your followers know what they might expect from your brand this Christmas. Listen to your responses to make sure that your brand is interacting in the optimal way.
Don’t miss out on celebrating Christmas with your Chinese consumers, as they will be eager to participate in the festivities. Their engagement will be the greatest gift you can give to your brand.
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]