Tuesday, September 29 and we are into the final few days, not just of September but the start of the China National day holiday. This is always a huge event, partly for patriotic reasons, but mostly as it -usually- presets the last chunk of decent weather in most of China before the lousy winter sets in. So, historically, people tend to travel. Internationally it represents the last massive cash injection for many tourist orientated countries before the the next Chinese New Year. Some 4 or 5 months away.
Of course, the Covid virus has altered most peoples travel plans. Many countries are still not either accepting tourists, or not attractive to tourists as they continue to battle the disease. So it is unlikely too many Chinese will be flocking to foreign shores this year. Instead, local, domestic travel is picked to be a winner with predictions this could be the biggest, most lucrative National Day holiday for Chinese retailers and brands generally.
There is also, still a cautious approach to pubic travel meaning possibly many more people will be self driving. This may have a negative effect on the environment. Indeed, the last 3 days have seen pollution levels increase in Beijing, possibly as early travellers chug their way out of town.
Anther rather interesting aspect is the other favourite festival of Chinese; Mid Autumn festival. This also falls on October first- usually it is sometime in later August or early September. However the Chinese calendar being lunar, means this is not a fixed holiday. Be that as it may, the fact the 2 fall together is considered by the largely superstitious Chinese population as an auspicious occasion. So psychologically at least, they will be revved up and ready to spend in anticipation of better times coming soon.
We will run another article Thursday looking at Mid Autumn, or the Moon Cake Festival as it is colloquially known. However, just bear in mind that as from today, many businesses are closing early, or have closed already. So, from October 1st to around the 10th you may not find too many people working in China this year.
As a foreign business in China, we will be closing our visitors office but still here for email and telephone calls.
Hello, I’m Everlyne Yu, founder and CEO of Uengager and WPBeijing Marketing Studio 2003.
I have a wealth of knowledge and experience in the China market and have been privileged to work with many international clients, such as VW and their release of their Bora and the extremely successful CC as well as a long term, ongoing relationship with Sodexo.
I am happy to chat and discuss any questions, no matter how small or trivial you may think. Probably someone has already asked the same question- many times!
In China Marketing- there is no such thing as a silly question.
To see how your brand can flourish in China, please talk to Everlyne now, or understand more about me.