Robert Sawatzky
Dec 12, 2017

Spring festival an emotional rollercoaster for Chinese consumers: Alimama

New research shows role of mixed feelings in rising middle-class consumption patterns.

Silver Sun, general manager of planning, Alimama at Campaign's DMA forum in Shanghai

Feelings of joy and celebration around family reunions in hometowns are popular motifs around Chinese New Year campaigns, but actual consumption patterns are driven by many more complex emotions and behaviours. 

At Campaign’s DMA China forum in Shanghai, Silver Sun, general manager of planning at Alimama, debuted new research on the behaviour patterns and feelings of urban middle class consumers during Spring Festival holidays. 

The study found that CNY celebrations...

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