We look at three examples of how consumer brands are using the Spring Festival to increase consumer interaction (and hopefully sales) in the Chinese market.

1. Topshop sends New Year Wishes

British brand Topshop is aiming to build consumer awareness even before it’s first physical local in Hong Kong opens in May. The retail brand has released a mini-movie directed at Chinese consumers in addition to other relationship building activities.

Top shop china NY movie

Topshop has remained on-trend in China by following other brands in creating a mini-movie just in time for Chinese New Year. The short film, “The Lanterns,” features two models releasing traditional Chinese paper lanterns over London to the tune of “This Little Light of Mine” by Berend Dubbe and Gwen Thomas, ending with new year’s wishes in English and Chinese. Clocking in at 58 seconds — the two numbers are considered the most auspicious in Chinese, representing fortune and luck — the film is Topshop’s first-ever campaign for the Lunar New Year. (-From Jing Daily, article here)

You can see the mini-movie here

2. Alexander McQueen’s Chinese New Year Scarf- Limited Edition

A new scarf by Alexander McQueen created exclusively for the upcoming Chinese New Year will help you celebrate the Year of the Snake in style. Serpentine patterns mix with deep auspicious red hues, surrounding a trademark skull in the center of the scarf. Set to hit stores next month, the special-edition scarf will be available exclusively at Alexander McQueen boutiques in Shanghai, Hong Kong, Las Vegas and Milan, priced at 4,400 yuan (US$595). (-From Jing Daily, article here)

mcqueen NY scarf

3. The Peninsula Hotel Group New Year Offering

Catering to the growing number of tourists who now escape the domestic travel crunch during Chinese New Year, the Peninsula Hotels are rolling out a set of promotions at each of its nine properties worldwide designed with the Chinese guest specifically in mind. Encompassing special room rates, dining offerings, in-room amenities and festive decorations, the offers coincide with a range of activities set to take place on February 10-11.

peninsula hotels chinese new year

In celebration of Chinese New Year, each of the Peninsula Hotels will be fully decked out in red and stocked with red lanterns, red flowers and pink-blossomed plum trees (representing good luck), kumquat bushes (symbolizing prosperity), while guestrooms come stocked with auspicious items like tangerines, melon seeds, dumplings, red packets and chocolate coins. In addition, each hotel will be offering its own set of localized promotions. (-From Jing Daily, article here)

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