As China continues to evolve as a global economic powerhouse, understanding the nuances of its consumer behaviour, especially during festivals, has become crucial for brands aiming to capture the hearts and wallets of Chinese consumers. The 2025 Festival Consumption Trends Report by Hangzhou Zhiyi Technology (also known as "Danlianlu") provides a comprehensive analysis of how festivals are not just cultural events but also significant drivers of consumer spending and brand engagement in China. This article delves into the key insights from the report, offering a roadmap for brands to navigate the complex yet rewarding landscape of festival marketing in China.
The Cultural Significance of Festivals in China
In China, festivals are more than just dates on the calendar; they are deeply ingrained in the cultural fabric and serve as a means for people to express their love for life. The report highlights that 62% of Chinese consumers engage in additional spending during festivals, with many using these occasions to purchase items they might otherwise hesitate to buy. This trend is evident across both traditional festivals like Chinese New Year and Mid-Autumn Festival, as well as emerging celebrations such as 520 (a day symbolizing love).
The emotional connection that Chinese consumers have with festivals is further amplified by social media interactions. Platforms like Weibo see significant spikes in engagement during festival periods, with users sharing their experiences, gifts, and celebrations. This digital interaction not only reinforces the cultural importance of festivals but also creates a fertile ground for brands to engage with consumers.
Festival Marketing: A Key Strategy for Brands
Festival marketing has emerged as one of the most effective strategies for brands to connect with Chinese consumers. According to the report, 31.1% of marketing activities in 2023 were centered around festival themes, making it the most prominent form of marketing in China. Brands leverage the cultural and emotional significance of festivals to design products and promotions that resonate with consumers. For instance, New Year gift boxes, Mid-Autumn mooncake sets, and Valentine's Day chocolates are not just products but symbols of celebration and affection.
The report categorizes festivals into six main types, each with its unique value proposition:
Specific Object Festivals: These include Valentine's Day, 520, and Mother's Day, where the focus is on expressing love and appreciation for specific individuals.
Traditional Festivals: Festivals like Chinese New Year, Mid-Autumn Festival, and Dragon Boat Festival are rooted in cultural heritage and family values.
Travel Festivals: Labor Day and National Day are associated with travel and exploration, offering brands opportunities to promote travel-related products.
Year-End Festivals: New Year's Day and Christmas are times for reflection and celebration, often marked by gift-giving and festive decorations.
Exotic Experience Festivals: Halloween and Thanksgiving cater to the growing interest in Western culture and novelty.
Shopping Festivals: Double 11 (Singles' Day) and 618 are massive shopping events driven by discounts and promotions.
The Rise of Emotional Consumption
One of the most significant trends highlighted in the report is the shift towards emotional consumption. In 2024, 40.1% of consumers reported that they prioritize emotional value and personal interest when making purchasing decisions. This trend is particularly pronounced during festivals, where consumers seek products that offer more than just functionality—they want items that evoke joy, nostalgia, or a sense of belonging.
For example, during Christmas and New Year's Day, consumers are drawn to products that offer a sense of ritual and celebration, such as limited-edition gift sets or festive decorations. Similarly, during Halloween, the appeal lies in the novelty and excitement of themed products. Brands that can tap into these emotional drivers are more likely to succeed in the competitive festival market.
The Power of Tradition and Cultural Confidence
Traditional festivals continue to hold a special place in the hearts of Chinese consumers, and brands that can authentically incorporate cultural elements into their marketing campaigns can reap significant rewards. The report highlights the success of brands like Hua Xizi, which has positioned itself as an "Oriental makeup" brand. During the Qixi Festival (Chinese Valentine's Day), Hua Xizi launched a limited-edition makeup set featuring traditional Chinese motifs such as magpies and the Cowherd and Weaver Girl legend. This not only resonated with consumers but also reinforced the brand's cultural identity.
Similarly, the report notes the growing popularity of traditional festival foods like mooncakes, zongzi (sticky rice dumplings), and dumplings. These foods are not just culinary delights but also symbols of cultural heritage and family unity. Brands that can innovate within these categories—whether through new flavors, premium packaging, or modern twists on traditional recipes—can capture the attention of both younger and older consumers.
The Role of Social Media in Festival Marketing
Social media platforms like Xiaohongshu (Little Red Book), Douyin (TikTok), and Weibo play a pivotal role in shaping festival consumption trends. The report emphasizes the importance of pre-festival marketing, with brands starting their campaigns 1-2 months before the actual festival to build anticipation and engagement.
For example, Nuofan Truffle Chocolate successfully leveraged social media to promote its products during the Christmas season. By creating engaging content and collaborating with influencers, the brand was able to generate significant buzz and drive sales. Similarly, Si Shun Yuan, a brand known for its "Wishful Thinking" tangyuan (glutinous rice balls), used social media to create a viral campaign around the concept of good luck and fortune, which resonated strongly with consumers during the Spring Festival.
The Future of Festival Marketing in China
As China's consumer market continues to grow and evolve, festivals will remain a cornerstone of brand marketing strategies. The 2025 Festival Consumption Trends Report underscores the importance of understanding the cultural, emotional, and social dynamics that drive festival-related spending. Brands that can authentically connect with consumers through innovative products, compelling storytelling, and strategic use of social media will be well-positioned to thrive in this dynamic market.
How is your brand preparing for the next wave of festival marketing trends? Connect with us now to gain deeper insights and actionable strategies for success.
Comments