Jenny Chan 陳詠欣
Feb 4, 2019

Three mainland Chinese brands with fresh approaches to CNY marketing

We highlight three domestic Chinese brands utilising technology, nostalgia, and humour to their advantage.

In 2014, when Tencent disrupted the old paper-money customs of Chinese New Year and launched the WeChat red envelope, the move started a revival of enthusiasm for traditional culture that had been diminishing due to the accelerated pace of people's lives in China's first- and second-tier cities.

Chinese societyand the celebration of Chinese New Yearhas since been highly integrated with the mobile internet. In fact, China is at the forefront of...

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