WPBeijing was a marketing studio founded by Peter Bic and Everlyne Yu in Beijing, October 2003. In 2017 it became known as Bicyu NZ Co Ltd. Aim2D is an umbrella media arm of Bicyu. This article is part of a Weekend Series where we dare to share some of our experiences and insights. So, make yourself a pot of Oolong tea, grab a chocolate bar and settle down for a longer read…..
6/18 carries more importance than previous years as it comes right after China’s relaxation after Covid 19 Virus.
Like most societies, China has several celebrations during the year.
Probably the best known is the Lunar New Year, or Spring Festival.
Spring Festival is a longish 7 day break, which is remarkably similar to the mid winter or early spring celebrations Europeans used to celebrate before it became hijacked by the Christian religion and rebranded Christmas.
There is also Tomb Sweeping Day, Dragon Boat Festival, Double 7 Mid Autumn and Double 9.
Each of these also has a corresponding shopping day.
Probably now the most famous or – Infamous- in Europe is Singles day.
Or 11/11 [double 11 ] as it is now being rebranded.
However, there has always been another- relatively smaller- player in the E-com calendar; 6/18. Or for those of us who have a different time / date system; 18th June, or again, if you prefer, Mid Year.
Alibaba V’s JD
Whereas 11/11 was commercialised by Alibaba, 6/18 was launched by JD.com 16 years ago. Just as 11/11 has spread to involve brands and businesses nationwide, on line and brick and mortar, 6/18 is now a nationwide event also.
‘Till now it has been a relatively smaller player, growing year by year and generally seen by most brands as a way to add a bit of extra girth to their bottom lines.
However this year, event #17, it is more of a fight for survival as it comes right after coronavirus when many brands and businesses are struggling to fight back and recoup some of their lost earnings.
There is an incredibly large amount at stake this 6/18.
Not just the regular stouch ‘tween Alia and JD or brands.
This cuts deeper. A successful carnival will see cash, a lot of it, flow though the economy, to manufacturers, landlords and employees.
Government will be watching with interest to see how much, if any, this stimulates the Chinese economy.
But not just China.
Just as Double Eleven involves global brands, so too does 6/18.
Overseas firms with a presence in China will also be working hard for a large slice of the cake to support their businesses back home.
This will, perhaps, be the most watched and analyzed of any China shopping festival.
So we can expect all out 6/18 war!
Founders, CEO’s of some of China’s leading brands will be “on line” interacting directly with consumers in an attempt to convince them to open their wallets.
How successfully will this 6/18 be?
Anyone’s guess, but if pre sales [a complex topic in its own right] are an indication, the 17th year of 6/18 is looking very, very good.
Since Jan this year, China has conducted millions of temperature tests and heath checks billions of times- this will be one test the whole world will be watching with great interest.
For a little more background from a NZ Business perspective, you will enjoy this article, edited by our friend Glenn Baker.
Based in Auckland, NZ, Glenn is editor of NZ Business and Exporter Today, free lance writer, proof reader and content consultant.
With some 20+ years hands on, coal face experience of NZ and NZ business, and a mine of contacts Glenn is well positioned to offer advice, referrals or suggestions on the NZ Business landscape and how your business can best benefit from it.
Glenn warmly welcomes you to contact him directly to discuss creating branding or marketing articles for your business or brand in NZ.