Hello and welcome to Bic Brands for Tuesday, March 23, 2021.
We are going to jump around a bit in this episode and cover a couple of things. Both related to Chinese travel. Well, sort of. First up is a quick look at domestic Chinese tourism followed by Qingmin Festival. Or maybe t’other way ’round. OK, lets go…………………..
What is Qingmin Festival?
Actually, it is something of a morbid subject or celebration as it deals with death.
Colloquially known in China as “Tomb Sweeping Day. It is, however, also known as the Pure Brightness Festival, which is slightly more upbeat and positive term. Although maybe that is subjective?
Anyway, moving on. This festival indicates it is time, for those working in the big cities but hail from another province, to return home to spend time cleaning up the graves of ancestors.
In other words, another of China’s great migrations. Usually of course on a much smaller scale than Spring Festival.
But bear in mind, that many millions did not travel for 2021 Spring Festival because of the Corona Virus travel restrictions. Added to this those same restrictions will be eased end of March. Meaning this Tomb Cleaning day could see a record number of people ravelling home.
Travel orientated businesses are certainly hoping so. In fact, early indications are that this will be true and already many companies are pitching their travel related services.
For more background, please read; Trending in China: Social Media Cautiously Celebrates Travel Being Back on the Agenda for Qingming Festival by Caixin premium.
Now, this year it falls on 4th April and brings with it a 3 or 5 day holiday depending on your job.
It is also interesting because from a meteorological standpoint- meaning the weather- this generally coincides with the start of seriously warmer temperatures and the onset of summer rains. Ideal for messing about in the mud. This upcoming link will help you learn a little more about Tomb Sweeping day and other associated actives.
Domestic China Travel
The second part of our incredibly interesting post is a lot brighter. And shorter. It is brought to us by our great friends at the Luxury Conversation. It examines the almost overnight success of a current China Internet sensation, Ding Zhen. On the surface, this seem a little boring but it does expose some valuable China viral marketing insights that the canny overseas brands pointing to Chinese consumers can learn from.
Ok, that’s it we did say it was short.
To learn more please read the article from the Luxury Conversation:
The ‘Ding Zhen’ Effect and What Brands Can Learn from Viral China Moments
By Eva Liang and Chloe Liang
For help reaching YOUR targeted Chinese consumer or to talk about possibilities here, drop us a line or call / WeChat Everlyne direct.