The legend of the love story between Niulang and Zhinu has been recounted for generations in Chinese households, leading to the celebration of the Qixi festival all across the country. However, with the expansion of the country’s economy and of new technology, ancient traditions – if not disappeared – faded away in favor of consumption and gift giving.
What Is Qixi Festival About and What Are the Trends?
The Chinese Valentine’s day falls every year on the seventh day of the seventh month on lunar Chinese calendar (which is the reason why it is called the double seventh). This year has been a money-spinner for many companies. Ctrip (China’s biggest online travel agency) for instance, published a report with data showing that more than 200.000 customers booked trips during Qixi festival, to destinations like Thailand, Japan, Hong Kong and Indonesia. In a noteworthy trend, the number of solo travelers increased during this period. Surprisingly, singles’ consumption is high during this period!
On the other hand, cosmetics’ and jewelry’s sales increased by 186.7 percent and 122 percent respectively. During this festival, Chinese men tend to offer a lot of gifts, and chocolate to their significant other. A recent report released by Suning showed that the demand of flower bouquets over this period substantially exceeded the demand during the Western Valentine’s Day!
Another sector recorded a significant increase in sales: Cinemas! Yes! To celebrate Qixi, Chinese couples prefer to go to the cinema in order to watch a romantic movie. It is also a great occasion to escape the heatwave and enjoy an intimate moment with your lover!
What Are the Best Practices for Companies During this Period?
While thinking of expanding to China, companies must take into consideration including special promotions or designing special packaging for the occasion Qixi festival. It is indeed not a national holiday. Yet many modern Chinese, particularly youngsters, look forward to it, spending money on expensive and luxurious items to treat themselves as well as their partners.
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