From a marketing perspective Spring Festival is a retailer's delight. With the Chinese season of giving, thanks and good wishes on our doorstep it is the perfect opportunity to reengage with customers and let them know that we have what they need when it comes to the Chinese New Year. Chinese New Year is the 7 day long holiday, dating back over 4000 years, where it is customary to give gifts of affection, love and gratitude to family, friends and colleagues. 2016 will mark the year of the fire Monkey in the Chinese Zodiac calendar which should help inspire cheeky campaigns portraying ambition and adventure. There are several ways that retailers are engaging customers for Spring Festival. This article will examine the luxury retail trends for the Chinese New Year 2016.
Monkey madness
As it will be the year of the Monkey in 2016 many luxury retailers have sought to embrace the monkey motif in store displays, exclusive product ranges and limited edition packaging.
Multimedia marketing
One noticeable addition to the Spring Festival scene is the sophisticated multimedia displays used by high end retailers. These displays set high end luxury retailers apart from their competition as it places them at the forefront of marketing technology.
Focus on spring
Other premium stores have chosen to represent the theme of spring with displays that are fresh and floral with vibrant colours. This gives their displays longevity even after Spring Festival concludes.
Family focused marketing
In our opinion, the most ingenious displays and promotional materials were the ones that captured the appreciation of all age groups. With the understanding that this holiday is a holiday for families to spend time with each other, so some stores created interactive activities or displays to enchant children whilst they are shopping with their parents.