Jenny Chan 陳詠欣
Feb 18, 2016

CNY not just for promotional tactics anymore: Prophet

GREATER CHINA - Chinese New Year is a surprisingly strong branding opportunity, not just a promotional tactic, according to survey results from brand consultancy Prophet.

Lifebuoy's soap-lined red packets make wishes for good health a reality

As one of the most important festivals in the Chinese calendar, CNY has traditionally constituted a window period for brands to promote their products and ring up robust retail sales. It has not generally been considered a time for brands to deepen and strengthen their relationships with consumers.

That perception may need to change, according to Prophet's poll, carried out last month. The company surveyed 1,000 consumers across three markets mainland China, Hong Kong...

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