Greetings again from Aim2D in Shunyi for Thursday 21st October. Was it not, just a few days ago we were looking forward to the beginning of October and a 10 day break? Now we are but the same number of days away from November.
That means we are entering that crazy period in China for marketers, especially those with customer facing or B to C businesses. In a couple of weeks it will be Double Eleven (11/11) or, as it seems to be better known in the west, “Singles Day.” For consumer driven brands, especially those with a strong on-line presence ( which should be every one in China now-a-days) this is one of the peak sales times of their marketing calendar. Of course, work started the day after last years 11/11 ended, but their are always those last minute changes or stragglers to drive creatives and marketing studios crazy.
Hot on the heels of that comes Winter Solstice / Christmas ( depending on your spiritual believes or lack of) and, to a lesser extend, Solar New Year. Then usually around end Jan or mid Feb we shudder to a halt with Spring Festival / Lunar New Year. – THE highlight and major festival celebration in China and much of Asia. This year falling on Tuesday February first 2022 which brings in the Year of the Tiger.
Now, by now you should have most, if not all your strategies for now to Feb pretty well set in stone. However for those of you with wiggle room, we would like to share this piece from our colleagues at Taste Collective. Taste Collective are, in their own words:
Taste Collective is a creative agency that builds experience-driven marketing solutions using the most powerful multi-sensory medium: food and beverage. Headquartered in Shanghai, we produce bespoke campaigns, content, and activations for global brands, as well as provide a suite of on-the-ground services for brands we love.
The article we are sharing today is entitled:
Chronologically, it is a little dated now as it was originally produced for the Year of the Rat, last year, 2020. However the creativity and style illustrated with video clips is timeless and is a good, basic primer of how to successful reach out to your Chinese audience.
Along with Taste Collective’s comments and analysis they include clips from Popular Chinese water brand Nongfu Springs (农夫山泉), Hershey’s, Yili Ambrosial Yogurt (安慕希) and KFC. So if you are still looking to put the final touches to your 2021 marketing campaign, we are certain you will find creative inspiration here. If you are seeking a little more personalised guidance, this year or next, you can reach out to Taste Collective directly or contact them via Everlyne, below.
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Then perhaps you may like to chat directly and personally with Everlyne?
But please, be aware of local (China) time when calling from overseas. Despite rumours to the contrary, Everlyne is human, not a bot, she does eat, drink and sleep – sometimes.
Whatever your question re Chinese Business, Marketing Tech or Social Media, she will know the answer, or know someone who does! A brief intro below;
Introducing Everlyne YU
In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.
She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.
Hello, Nihao, I’m Everlyne
“I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.“
Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.
Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.
If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.
Note: App is in Chinese and needs WeChat account to access.
Take Tea with Everlyne
Covid’s persistence means this address is not always available.
But Beijing has many tea shops or cafes where we can still meet and chat