Qixi Festival: How UK companies can profit from the Chinese annual “romance economy” boost

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Qixi Festival: How UK companies can profit from the Chinese annual “romance economy” boost

20 August 2018 by Adriel Kasonta

 

The Qixi Festival, also known as the Chinese Valentine’s Day, is a holiday which originated from the romantic legend of two lovers, Zhinü and Niulang, and it has been celebrated since the famous Han Dynasty.

 

According to the Chinese tradition, Qixi (七夕) takes place every year on the seventh night of the seventh moon of the Chinese lunar calendar and now have been strongly commercialized, which is a very good news, as well as a challenge, for all the marketers and retailers across the globe.

 

In the recent years, high-end luxury brands like Dior, Valentino, Chloé, or Bulgari became forerunners in adapting their e-commerce on WeChat, which is the popular instant messaging platform in Asia.

 

As the most recent L2’s Digital IQ Index: Luxury China suggests, although WeChat commerce use by European luxury brands rose humbly between 2016 and 2017 (and still remains modest), it looks that this is one the ways forward to make your mark on the highly demanding Chinese retail market.

 

Opening storefronts on Alibaba Group’s B2C shopping site called Tmall, as Spanish fashion brand Loewe did it with a success, or JD.com, are other useful ways to do it.

 

Whether you are planning to integrate your strategy with WeChat, or simply opening your store on online platforms like Tmall.com or JD.com, the truth is that a key to your Chinese success story lies in digitalizing your commerce activity.

 

Another noteworthy fact is that the new generation of Chinese consumers pay incredible attention to factors like social media and buying from aggregator e-commerce platforms such as Alibaba, rather than from individual retailer websites.

 

As Chinese represent the most digitalized group of consumers in the world, it shouldn’t come as a surprise that mobile also plays an increasingly crucial role in selling there, which is much more popular than desktop search – still quite common in Europe and USA.

 

Mobile commerce, also known as m-commerce, is a new black for the retailing industry in China, and any British brand looking to expand its activity to this comely Asian market should learn on Alibaba’s example, which is playing a huge role in shaping the Chinese customer of the future.

 

To learn more about Alibaba’s success story and ways of expanding your business to China, be part of the InternetRetailing Conference 2018, which is taking place on the 11th of October 2018 in London, and listen to one of our VIP speakers, David Lloyd, Managing Director (UK & Nordics) at Alibaba Group, explore how your brand could win the Chinese customers’ hearts by innovating your business.

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