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The Chinese Marketing Calendar: Navigating Between Traditions and Trends




The Chinese marketing landscape is divided between universal celebrations such as Women's Day, Mother's Day, Father's Day, or Christmas, and Chinese commercial and cultural dates, where each festival represents a unique opportunity to celebrate, share, and consume.


This duality shapes purchasing behavior and offers brands a diverse range of opportunities to engage with Chinese consumers, both emotionally and commercially. By successfully navigating between these two worlds, brands can forge lasting and prosperous relationships within the ever-evolving Chinese market.


In this rich landscape of festivities, several key dates deserve special attention for businesses seeking to capture the attention of Chinese consumers, with each festival having its own traditions and cultural significance.


Chinese New Year


Chinese New Year, also known as the Spring Festival, is the most important event in China as it marks the beginning of the lunar year and the start of the holidays.


During this time of year, many family gatherings are organized with sumptuous feasts and gift exchanges. Often associated with weeks of vacation, it is frequently linked to a period of high consumption, where spending on gifts, food, and entertainment reaches its peak.


Qixi Festival(七夕) or Chinese Valentine's Day


China has its own Valentine's Day known as the Qixi Festival(七夕), in addition to the universally celebrated February 14th. This festival originated from a story of impossible love between a farmer named Niú Láng(牛郎) and a fairy named Zhī Nǚ(织女) and is celebrated by many couples on the 7th day of the 7th lunar month.


This day has become an opportunity for couples to celebrate their love, ranging from romantic dinners to gift exchanges.


Singles' Day "11.11"


Singles' Day, known in Chinese as "光棍节" (guānggùn jié), or Double Eleven, in Chinese "双十一" (shuāng shí yī), is a Chinese commercial holiday celebrating singles. Comparable to Black Friday, it was originally launched online by Alibaba via its Taobao platform in 2009 with the aim of offering unprecedented discounts for 24 hours.


Since then, it has become a must-have event in the Chinese marketing calendar, attracting millions of consumers in search of bargains and exceptional promotions.


As a digital marketing company, ECENTIME's teams can help you adapt your marketing calendar to the specifics of the Chinese calendar, and thus implement an effective marketing strategy targeting Chinese consumers.


Whether you want to integrate key events from the Chinese calendar or maximize your impact on Chinese consumers, we are here to guide you and help you fully exploit the potential of the Chinese market and achieve your marketing goals successfully.



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