East seen from the west

China prepares for the National Holiday. Your communication strategy should, too

The occasion is the National Day (October the 1st), that, in 2020, matches the Mid Autumn Festival. This is a traditional celebration whose peak is, obviously, the full moon night, on the 15th day of the 8th month of the lunar calendar. The exceptional coincidence of this event and China’s National Day, which commemorates the founding of the People’s Republic of China in 1949, occurs every 5 years.

The occasion is the National Day (October the 1st), that, in 2020, matches the Mid Autumn Festival. This is a traditional celebration whose peak is, obviously, the full moon night, on the 15th day of the 8th month of the lunar calendar. The exceptional coincidence of this event and China’s National Day, which commemorates the founding of the People’s Republic of China in 1949, occurs every 5 years.

Above all, the tip is to invest in the so-called Golden Week, especially if you work in luxury or travel industry (but not only): otherwise, it would be like missing the occasion of selling during Christmas holidays! Another essential tip to keep in mind is that the Golden Week is quite crowded: every brand wants to be seen so that it can be difficult to make your brand stand above the others: one secret is to be present in as many media as possible, both the traditional, offline ones and the digital. And if you sell products, don’t forget a gift!

Then consider your communication style and tone of voice. It’s not only a matter of platforms (aka WeChat, first of all) but also of manners, colours, references, irony…anything contributing to that vast universe we call “culture”. Just remember that Chinese identity is an essential ingredient and be respectful of a culture that’s probably very different from your own. A company who wants to be successful here should spicy up its brand with local flavours, avoiding stereotypes.

The holiday can be an occasion to discover the Chinese culture, that deserves to be known better and whose traditions are to be taken into consideration in business, too, when establishing in China. The way a company shows up and the respect it pays to the local culture can determine its success in the Chinese market. Make sure you don’t forget! And have a nice holiday from Yixing Pleiadi International!