To celebrate this day of love,brands have launched a series of special edition collections, turning this romantic festival into new fierce battleground for the sector. Co-branding crossover is another choice. Through channel endorsements for each other, the parties aim to break through the exciting brand social circles.
On this special day, there is no shortage of gift lists. This drives the brands present in the Chinese market to develop initiatives dedicated to the festival, with specific commercial promotions and brand marketing activities.
ROSEONLY：
Launched Game of Peace Qixi Planet Rosa
The high-end love token brand ROSEONLY has joined hands with Game Of Peace to launch joint limited love gifts For Qixi - Chinese Valentine's Day. Based on the "My Planet is waiting for your airdrop" theme, the limited gift box uses the elements of the in-game airdrop box to package ROSEONLY's rose planet and its classic cat dolls.
The official announcement Weibo of #ROSEONLY×Game Of Peace for Qixi# has been read 77.173 million times, received 839,000 likes, and had 105,000 discussions. The collection priced at RMB¥1999, RMB¥3999, and RMB ¥ 29,999, respectively. Fans sweep over most of the stocks short after being launched on the brand's official website and mini program.
DOCUMENTS X YVMIN:
Limited Scented Jewellery for Qixi
The local fragrance brand "DOCUMENTS Wenxian" and the jewellery brand YVMIN jointly released the Qixi limited fragrance jewellery "The Bear".
During the Chinese Valentine's Day, DOCUMENTS re-decorated the offline POP-UP store with the image of a pink and black plush bear as the main element, linked the theme of electronic music, and strengthened the blend of vision, touch, hearing and smell to create a romantic, atmospheric offline immersive shopping scene.
花西子 FLORASIS：
Launched the First Animation "Zhang Chang"
FLORASIS' first original animation, "Zhang Chang" is officially launched. Adapted from the historical book "Han Shu • Zhang Chang Biography", the brand hopes to pass on the oriental romance & eternal love through animation.
At the same time, FLORASIS is also launching the Qixi activity of "He paints your eyebrow, we give you the eye pencil" online. Consumers who share original pictures or videos with #七夕画眉# on any social platform will receive the FLORASIS Classic Eyebrow Pencil.
FLORASIS is an oriental makeup brand born on the bank of West Lake in Hangzhou in 2017. The brand vision is "to promote the beauty of the East and create a century-old national makeup", dedicated to inheriting and promoting oriental culture and aesthetics.
ESTÉE LAUDER :
Qixi Limitied Edition x SHUSHUTONG
Estée Lauder, together with independent designer brand SHUSHUTONG, create a limited makeup set. With SHUSHUTONG classic flower patterns as elements, including lipstick, compact BB foundation and peach eyeshadow palette, the set are with the theme of "Purity with desire, Embrace changes".
For Qixi Marketing, Estée Lauder focuses on Weibo, where celebrities & KOLs are getting high traffics. Based on the solid fan circle attributes of the Weibo platform, Estée Lauder adopts top-down multiple plays to increase user attention gradually and achieve the double growth of brand voice and sales.
TASOGARE：
First Sight: Qixi Gift Box
TASOGARE joins hands with its global brand ambassador Xiao Zhen to bring the "First Sight" Qixi Gift Box. The box contains new white peach, hazelnut flavoured fresh coffee, coffee mug decoration, a new ice cube tray and postcards.
In addition, TASOGARE's advertisements and light shows are displaying in world landmarks such as Dubai Burj Khalifa, Chongqing Guanyinqiao Commercial District Center, Hangzhou Qiantang New Town core area. The highest scenery to share with its fans.
HEYTEA :
48 Hours “Say You Love Me” x The Fair
HEYTEA x THE FAIR: launched a campaign on Qixi Festival to help people who want to say love but dare not speak, speak out to their loved ones.
Within 48 hours before Qixi, users can enter "CONFESSION" in the backstage of THE FAIR WeChat Official Account, and then they can choose to reveal the name or stay on anonymity. Upon typing the sentence, WeChat will send out their message. On the Qixi Festival, Xinshixiang sent 6,200 text messages, helping 6,200 people pass on the most sincere love.
With the intensive rhythm of festivals and big promotions, the 2H of the year is crucial for brand merchants to seek short-term growth and build long-term brand influence. Qixi is a traditional Chinese festival, the festival of "love". Most choose to celebrate Qixi based on the characteristics of the brands.
Here is the Qixi marketing trends and insights this year from TME Consultancy
1. Co-branding crossover is still the top choice. Through channels endorsements for each other, the parties aim to break through the exciting brand social circles.
2. "Holiday gifting" is still on demand. But gifts can "love yourself" or "presents for the loved one".
3. How to build a love story around the brand tones & voice is the key. Using vision, scents impact to make the brand image pop out.
4. Planning Marketing strategy, having control over the rhythm and content, effectively communicating brand content.
5. Festival marketing: brands choose festivals for marketing based on the characteristics instead of forcibly operating for a trending topic, which will damage the brand image instead.
Commentaires