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...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Disney Shanghai awards media duties
Premium
10 hours ago

Disney Shanghai awards media duties

Decision concludes a pitch that began in May and reportedly included all the major MNC agency groups.

Premium
Attending CNY in virtual reality is not advised
Premium
11 hours ago

Attending CNY in virtual reality is not advised

Easily the year's most amusing CNY film comes from Reprise Digital and Malaysian electric company Tenaga Nasional Berhad (TNB).

Premium
Petronas CNY film celebrates the fabric of family bonds
Premium
11 hours ago

Petronas CNY film celebrates the fabric of family bonds

Ensemble Worldwide's 2020 offering shows the creation of a blanket made from multiple family members' old items of clothing.