As the 2025 Chinese New Year approaches, this cherished reunion, joy, and hope festival is a warm haven for families and a prime opportunity for brand marketing. How consumers celebrate the Chiense New Year has evolved significantly in the digital era. Beyond engaging with traditional media like the CCTV Spring Festival Gala, short video platforms have emerged as a vital component of the Chinese New Year experience.
CTR-Xinghan's mobile user analysis reveals Kuaishou's unique edge: a large base of active users with a significant non-overlapping audience compared to other platforms. These users not only enjoy diverse cultural content and activities on Kuaishou but also seamlessly integrate entertainment and shopping, making it a one-stop solution for celebrating the Chinese New Year.
This article dives into two core aspects of Kuaishou's Chinese New Year marketing value: content consumption (communication) and product purchase (conversion). It highlights how brands can harness these insights to connect deeply with consumers and achieve tangible business outcomes.
### Rediscovering the Festive Spirit: Trends in Chinese New Year Celebrations
Chinese New Year remains a cornerstone of tradition for consumers, but the pace of modern life and rising living standards have diluted its ceremonial aspects. Despite this, consumers are seeking ways to reclaim the festive atmosphere. Key traditional activities such as setting off fireworks, purchasing New Year goods, and decorating with Spring Festival couplets continue to dominate.
At the same time, short video platforms are becoming critical tools for enhancing the celebratory mood. Platforms like Kuaishou enable consumers to engage with online content and activities, making short videos an essential medium for immersing in the New Year vibe.
### Entertainment Meets Shopping: The Role of Short Video Platforms
During the holiday, consumers spend time with family and friends but also turn to short videos for leisure. Kuaishou stands out as a platform where consumers can seamlessly combine entertainment with shopping. With festive-themed product recommendations and a joyful shopping environment, Kuaishou has become a top channel for purchasing New Year goods. The platform's influence surpasses traditional e-commerce channels, cementing its position as a key growth driver for New Year shopping.
### Unlocking Marketing Opportunities: The Non-Overlapping User Base
One of Kuaishou's most compelling advantages lies in its vast non-overlapping audience compared to platforms like Douyin and traditional e-commerce giants. CTR-Xinghan data from the 2024 Chinese New Year highlights that Kuaishou's non-overlapping users with Douyin reached 192 million, while its non-overlapping audience with e-commerce platforms like Taobao and JD.com stood at 282 million.
These users are diverse, with 73.1% being middle-to-high-income consumers. High-value segments such as Gen Z, urban workers, and rural youth further strengthen the platform's appeal. Moreover, Kuaishou's reach extends across high-tier cities and new-tier markets, providing nationwide marketing coverage.
### Capitalizing on Consumer Behavior
Kuaishou users actively engage in discussions around Chinese New Year topics, such as local delicacies, festival movies, fashion, and gifting. They also rely on the platform for shopping, with categories like snacks, regional specialities, apparel, personal care, and liquor seeing significant demand. Additionally, premium categories such as jewellery and gold experience notable growth, offering brands lucrative opportunities.
The platform’s integrated shopping experience—spanning short video recommendations and live-streamed sales—enables brands to drive conversion effectively. During the holiday season, users are more influenced by brand marketing, making Kuaishou a critical tool for sales-driven campaigns.
### The 2025 Chinese New Year: A Marketing Goldmine
As millions of Chinese consumers prepare for the 2025 New Year, brands must capitalize on evolving habits. Kuaishou’s 7800 million-strong travel audience during the holiday presents an untapped reservoir of marketing potential. These travellers seek diverse gifting options, interactive content, and local specialities, making them ideal targets for innovative campaigns.
By leveraging Kuaishou's expansive non-overlapping user base, interactive content, and seamless shopping experiences, brands can achieve both wide-reaching visibility and high conversion rates. Whether through festive promotions, influencer collaborations, or tailored product recommendations, Kuaishou empowers brands to redefine their Chinese New Year campaigns.
As the 2025 New Year ushers in fresh opportunities, brands must embrace platforms like Kuaishou to connect with consumers, amplify festive cheer, and deliver measurable marketing results—Leverage Kuaishou’s unparalleled reach and consumer insights to create unforgettable campaigns. Contact us now to secure your spot for the 2025 Spring Festival!