2020 Chinese marketing calendar

In China, people celebrate different public holidays, Chinese traditional festivals according to the lunar calendar and festivals only for sales purposes throughout the year.

While your brand probably beginning to map out your 2020 marketing approach and planning your next campaigns in line with the big events that are in the Chinese market. To help you get a head start on what's coming, VIZ  has prepared the 2020 Chinese key dates marketing calendar, covering significant dates and events you need to be aware of, separated by month, along with helpful keywords.

January:

1 Jan – New Year’s Day

24 Jan and 25 Jan - Lunar New Year's Eve and Lunar New Year

Marketing Theme Keywords: Spring Festival, Going Home, New Year Wishes, Red Packet, Reunion, Marriage

February:

8 Feb - Lantern Festival

14 Feb - Valentine's Day

Marketing Theme Keywords: Gift-giving, Love, Couples, Lanterns

March:

8 Mar - Women's Day

Marketing Theme Keywords: Woman, Caring, Power

May:

1 May - Labor Day

10 May - Mother's Day,

20 May - 520 I Love You day

Marketing Theme Keywords: Long Holiday, Gratitude, Gift-giving, Travel Season

June:

1 June - Children's Day

18 June - 618 E-Commerce Shopping Day

21 June - Father's Day

25 June - Dragon Boat Festival,

Marketing Theme Keywords: Children, Happy, Father, Gratitude, Gift-giving, Graduation Season, Shopping Season, Zongzi (Chinese Traditional Food)

August:

29 Aug - Chinese Valentine’s day

Marketing Theme Keywords: Romantic, Love, Traditional Love Story

September:

10 Sep - Teacher's Day

Marketing Theme Keywords: School, Youth, Gratitude, Teacher

October:

1 Oct - Chinese National Day

Marketing Theme Keywords: Reunion, Patriotism, Travel, Wedding Season

November:

11 Nov - Double Eleven E-Commerce Shopping Festival

Marketing Theme Keywords: Promotion, Shopping, Sale

December:

12 Dec - Double Twelve E-Commerce Shopping Festival

25 Dec - Christmas Day

Marketing Theme Keywords: Winter, Christmas, Annual Review, New Year's Wish, Sale

Work with VIZ

At VIZ, we offer a range of Chinese creative marketing and distribution services designed to boost your brand’s awareness and increase sales on different channels. To find out more or arrange a consulting session, email us on hello@vizviz.com.au.

A WONDERFUL YEAR FOR VIZ 2019

We are an Australian-Chinese brand strategy and creative marketing specialist with a focus on providing guidance and support to our local business in the fashion and lifestyle industries. 

2019 is a year of continuous growth for VIZ. In addition to helping clients to achieve business goals through deliver marketing strategies. This year, we have successfully helped Australia fashion brands to build distribution channels in the Chinese markets. At the end of 2019, we want to thank all of our clients for your trust and cooperation and we would like to share some of our case highlights from 2019 with you.

2019 Case Highlights 

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January to March

DU’IT

Keywords: Rebranding, Creative Advertising

DU’IT is a well-known Australian pharmaceutical skincare brand distributed across all of Australia, and has expanded its businesses into the greater China region. With the aim to help the brand to launch the first premium women’s skincare range, VIZ has created and directed the re-branded product launch WeChat campaign that has been published in the WeChat moment. VIZ has successfully executed the WeChat moment campaign and drove traffics to DU'IT's official WeChat account for increasing the brand exposure targeting the Chinese consumers, and enhanced the sales during the campaign period as a result.

Robert Oatley

Keywords: Media Partnership, Offline Activities

Robert Oatley, located on the Margaret River in Australia, is one of the most well-known wineries in the region. At the initial stage of its expansion to the Chinese market, we have helped the brand to partner with one of the key media platforms in the food and wine industry - Gourmet traveller - and created content to introduce Robert Oatley through online and offline media channels. Also, by inviting the master of wine - Chris Hancock - for interviews and hosting offline wine tasting events, we have ensured to raise brand awareness in the intended Chinese market. 

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April to June

AW19 Shanghai Fashion Week

Keywords: Shanghai Fashion Week, industry trends and distribution

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In April, VIZ team was invited by the Shanghai Fashion Week Committee to go to the AW19 Shanghai Fashion Week. We have partnered with key fashion media exposing Shanghai Fashion Week and the latest fashion industry development information to the Australian audience. The VIZ team has also brought more market opportunities for Australian brands and developed new distribution channel in the Chinese market. 

2019 Mercedes-Benz Sydney Fashion Week

Keywords: Sydney Fashion Week, Public Relations, Media Partnership

The 2019 Mercedes-Benz Sydney Fashion Week in this May is the second year that VIZ participated in. VIZ has continued and further enhanced the official strategic partnership with key Chinese media, including Harper’s Bazaar China, Tencent Fashion, GQ China, Condé Nast Traveller China, and OK! China for the Australian region. Under this partnership, the Chinese content of the 2019 Mercedes-Benz Sydney Fashion Week and Australia fashion brands has increased by a larger number both in online and offline media channels.

Workshops introducing the Chinese market 

Keywords: consumer behaviour, fashion industry trends, social media platform.

With our marketing and brand consulting expertise in the Chinese consumer markets, VIZ was invited by two Australian top public relations agencies in 2019 to host workshops for industry professionals and Australian fashion brands. In the workshops, our marketing director – Vivian Wang – shared insights regarding Chinese consumers in the local and international market. This included a detailed discussion of the opportunities and challenges faced by Australian brands, the vital needs to develop tailored marketing strategies, as well as ways to select and access various distribution channels.

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July to September

The HOT Expo

Keywords: Exhibition, Creative Design and Construction

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In July, VIZ created Australia’s first pop-up store style commercial exhibition – The HOT Expo - for the Access corporate group (one of the fastest-growing Australia-China cross-border e-commerce platform). Our services cover the master design theme, event execution, exhibition interior design, 15+ individual pop-up store designs, indoor and outdoor advertising campaigns, and UX/UI design for client’s social media and exhibition homepage. We helped our client to widely increase overall company exposure and awareness towards current and new consumers via non-conventional and interactive event experience. At the same time, creating marketing and commercial sales returns for over 15 Australian brands.

Paspaley

Keywords: Branding in the Chinese market, marketing consultation and execution

With the needs of development in the Chinese market, we have provided branding consulting and execution for the Australia luxury jewellery brand – Paspaley. We have also proposed the website logic and customized sections that are in line with the habits of Chinese consumers for their new official Chinese brand website. In the creation of brand content facing the Chinese market, a tailored luxury, elegant, and narrative tone of voice is applied to build a distinguished brand image in the Chinese market.

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October to December

SS20 Shanghai Fashion Week

Keywords: Shanghai Fashion Week, brand exposure, Chinese buyers’ channel

In October, VIZ has partnered with DWANG to establish and expand channels in the Chinese market for Australian premium designer brands Chris Ran Lin and The Lethe. We have successfully helped the brands to make their debut at the SS20 Shanghai Fashion Week MODE Trade Show, and the brands have received a wide range of media coverage and sales partnership intentions from a number of store and e-commerce platforms. We have also provided support to promote our clients’ brands through online and offline media coverage continuously after the Shanghai Fashion Week in China.

Marvel Arch 

Keywords: Brand strategy, brand design

In December, Weerona, a new brand was born. VIZ has looked after this brand-new premium wine brand from Australia with branding consulting and brand design execution services. We have provided our client with effective strategic advices based on the exaction of the brand concept, refining brand design elements with minimum existing resources. Our brand design for Weerona includes the trademark, wine labels, packaging, website and brand brochure.

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For the new year of 2020, VIZ will strive to consistently serve our clients with our expertise in cross-culture marketing and brand strategic consulting, as well as distribution channel expansion. With the aim to achieve further growth with our clients to explore more solid opportunities, we look forward to another hard-working, fruitful, creative and exciting year ahead with our friends, partners, and competitors.

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2020 Taobao and Tmall E-commerce Marketing Calendar

In June this year, retail e-commerce spend in China for 2019 has increased by 27.3% to AUD $2.831 trillion – making up 36.6% of total retail sales. No matter if your brand is planning on entering the Chinese market in 2020 or if you are already competing for consumers attention in the Chinese market, being knowledgeable about the different e-commerce promotion dates is useful to you brand.

For the coming year of 2020, VIZ has made the Taobao and Tmall E-commerce Marketing Calendar for 2019 to help your brand make a winning 2020 marketing plan in the Chinese market.

January

2020 Tmall Chinese New Year festival

24 Jan – 28 Jan

Tmall Imported baby and maternal products festival

11 Jan – 12 Jan

February

2020 Tmall Chinese New Year promotion

1 Feb – 14 Feb

Tmall Chinese Valentine’s Day

12 Feb – 14 Feb

Post Chinese New Year promotion

20 Feb – 26 Feb

Tmall outlets

22 Feb – 24 Feb

Tmall bedding festival

22 Feb – 23 Feb

Cosmetic spring festival

25 Feb – 2 Mar

Back to school promotion

25 Feb – 2 Mar

March

Taobao Woman’s day promotion

2 Mar – 8 Mar 

Tmall Woman’s day promotion

3 Mar – 8 Mar

17 Mar Foodie's festival

15 Mar – 19 Mar 

Tmall running festival

18 Mar – 21 Mar

Spring season festival

22 Mar – 28 Mar

Tmall international toy’s festival

30 Mar – 1 Apr

Tmall fool’s day

30 Mar – 1 Apr

April

Tmall traveller’s festival

7 Apr – 12 Apr

Tmall wedding expo

9 Apr – 11 Apr

Skin whitening and sunscreen festival

11 Apr – 16 Apr 

Children’s supplies festival

12 Apr – 15 Apr

Tmall high school and university student supplies promotion

13 Apr – 22 Apr

Big brand sale

18 Apr – 20 Apr

Tmall Man’s Festival

22 Apr – 27 Apr

Tmall Demin’s festival

10 Apr – 11 Apr

May

Tmall Mother’s Day

3 May – 8 May

Tmall Dragon boat festival

4 May – 9 Jun

May spring tea festival

5 May – 7 May

Tmall T-shirt festival

8 May – 11 May

Healthcare festival

10 May- 15 May

Prince and princess’s theme formal dress festival

11 May – 19 May 

20 May I love you day

13 May – 20 May

17 May Foodie's festival

15 May – 17 May 

Tmall foundation make up products festival

16 May – 19 May

Tmall girlfriend’s festival

16 May – 25 May

Children’s day travel season

16 May – 1 Jun

Imported products promotion week

19 May – 25 May

International children’s day

20 May – 27 May

Tmall fans carnival

25 May – 18 Jun

Tmall Father’s day

25 May – 30 Jun

June

18 Jun Mid-year sale

1 Jun – 19 Jun

Tmall quality life carnival

9 May – 20 Jun

6 Jun big sale

2 Jun – 7 Jun

6 Jun National eyes caring day

4 Jun – 8 Jun

July

Tmall summer season promotion

1 Jul – 18 Jul

Taobao maker festival

8 Jul – 12 Jul

Tmall swim festival

Jul – TBC 

22 Jul personal care festival

Jul – TBC

Tmall sports carnival

Jul – TBC

August

8 Aug Tmall international brands carnival

1 Aug – 10 Aug

Tmall autumn and winter season festival

Around 26 Aug

Back to school sale

Aug – TBC

Tmall Mid-autumn festival

Aug – TBC

Autumn and winter new collection launch

Aug – TBC 

Chinese valentine’s day

Aug – TBC

18 Aug summer promotion

Aug – TBC

September

September wedding season

Sep – TBC

Tmall Chinese National Day travel season promotion

Sep – TBC

Autumn travel season promotion

Sep – TBC

October

Taobao Mid-autumn festival

3 Oct – 5 Oct

Taobao Double ninth festival

27 Oct – 29 Oct 

Big brand sale

23 Sep – 22 Oct

One day sale

23 Sep – 22 Oct

Taobao October daily supplies sale

1 Oct – 31 Oct

Taobao Chinese national day promotion

1 Oct – 7 Oct

Taobao Chinese national day big promotion

5 Oct – 7 Oct

Chinese National Day jewellery festival

5 Oct – 7 Oct

Tmall Chinese National Day from half-price sale

17 Sep – 7 Oct 

Taobao Chinese National Day international brand sale

28 Sep – 7 Oct

November

Double 11 festival

11 Nov 

Baby and maternal products winter promotion

20 Nov – 30 Nov

Black Friday

22 Nov – 26 Nov 

Coffee festival

23 Nov – 27 Nov

Tmall outlets sale

27 Nov – 29 Nov

Tmall Thanksgiving Day

Nov – TBC

Thanksgiving and outlet sale

Nov – TBC

December

Tmall Chinese New Year promotion for international brands

Dec – TBC

Dress new for the Chinese New Year promotion

1 Dec – 6 Dec

Double 12 end of year sale

12 Dec

Skiing festival

14 Dec – 16 Dec 

Outbound supermarket carnival

15 Dec – 31 Dec

Christmas season

19 Dec – 25 Dec

(The dates are for reference but some specific dates may vary depending on circumstances.)

If you are looking for advice on which channels you should choose to enter the Chinese market or what promotion dates you can use to best target your Chinese consumers, our marketing specialists at VIZ would love to consult with you for your business growth in China. At VIZ, we help your brand to find the right channel and launch a strong and coordinated marketing campaign by identifying the promotion events that best suits your brand image.

VIZ at the MODE SS20 Shanghai Fashion Trade Show

Marking the Shanghai Fashion Week SS2020, VIZ and DWANG made a brilliant debut in The MODE SS20 Shanghai Fashion Trade Show featuring two Australian premium designer brands; Chris Ran Lin and The. Lethe. We helped the brands to showcase their new summer-spring collections to Chinese and global buyers as well as helped them to identify trends in the Chinese market, reach their respective target audience and meet new potential partners.

After a few years of growth, Shanghai Fashion Week has become the acme of the local fashion industry. It takes place twice a year, firstly in March (Autumn-Winter Collection) and then in October (Spring-Summer Collection). Given the attractiveness of the Chinese market, Shanghai Fashion Week is a popular choice for many international brands.

Our strong commitment to bringing Australian brands to China is highlighted by the fact that VIZ and DWANG were the only Australian companies that were officially invited by the Shanghai Fashion Week Committee.

The Biggest Trade Show in China

In recent years, with the development of modern trade shows, the showroom business, the support of young design talents, and the ever-growing appetite for fashion, Shanghai has truly become the fashion hub in the region.

In Shanghai, the trade show business is treated with the same importance as the runway. At the MODE Shanghai Fashion Trade Show there were more than 500 brands and 28 showrooms from 47 countries and the total number of visitors reached over 12,000. It is a solid pathway for foreign brands to make connections and see commercial breakthroughs in the Chinese market.

With substantial understanding of both the Australian and Chinese market, as well as strong cross border connections within the industry, VIZ and DWANG are able to help your business integrate into the Chinese market. For brands who are aiming to step into the Chinese market with great strategic advice and feasible solutions, please contact our team of experts for a tailored consultation!

We are bringing Australian premium designer brands to The Shanghai Fashion Week

As pioneers striving to bring Australian fashion brands into the Chinese market, VIZ and DWANG have been officially invited to the Shanghai Fashion Week as the only Australian agency to bring Australian premium designer brands to China and to participate in the SS20 Shanghai MODE Trade Show from 10–14 October 2019 (B22-6).

Highlights of Australian premium designer brands in this trade show.

Chris Ran Lin

Melbourne based independent fashion designer Chris Ran Lin launched his menswear label in 2013.  Since the beginning, designer Chris Ran Lin believed in the unlimited potential of the knitted garment. His experiments are brave and highly exploratory. Chris marries structural and conceptual pieces with commercial and contemporary menswear. At its core, the brand’s sensibility is reflected in quality and craftsmanship. His works are lush in colour, with a delightfully soft touch within masculinity. Chris Ran Lin has developed its fashion design practice from conceptual speculations into a commercial and contemporary menswear label. 

Australian Fashion Laureate Best Australian Menswear Designer Finalist – 2019

Launched Collection at Pitti Uomo – 2019

Australian Fashion Laureate Best Emerging Designer Finalist – 2018

The National Designer Finalist – 2018, 2019

International Woolmark Prize Nomination – 2016/17 & 2017/18

As strategic partners, VIZ will also team up with DWANG to create tailored Chinese marketing, brand and promotional strategies as well as create sales channels for the holistic development of brands.

If you are interested in growing your brands in the Chinese market, contact us for more information about our services through hello@vizviz.com.au.

An introduction to the Chinese market workshop at GolightlyPR

The digital revolution has completely reshaped the fashion business world globally. In China, the business potential is huge and there are countless opportunities for international brands. However, competition is tight and growing brand awareness through traditional means is no longer sufficient. The question that needs to be answered is: “How can a brand break through the Chinese market?”

In August 2019, Vivian Wang, our marketing director was invited by one of the top PR agencies – Golightly PR – to share insights regarding Chinese consumers in the local and international market. This included a detailed discussion of the opportunities and challenges faced by Australian brands, the vital needs to develop tailored marketing strategies, as well as ways to select and access various distribution channels. Vivian began the discussion by asking brands and creative agencies for their first impression of the Chinese market. Whilst it’s very interesting to explore the diversity of answers, it has clearly highlighted the significant issues of underestimating Chinese market’s opportunity for Australian designer brands. 

Vivian then discussed the intergenerational changes in consumer behaviour, gender differences in consumer purchasing power and the differences between the various tiers of cities and consumer needs. Social media has a pivotal role in shaping consumer behaviour in China. People can search for information, make purchases, and share their feedback in the closed-loop social media ecosystem.

At the end of the session, Vivian also addressed the four major social media platforms in China, being: WeChat, Weibo, Xiaohongshu (RED) and Douyin (Tiktok). The workshop concluded with a demonstration of the different features, applications and KOL marketing of these social media platforms.

Are you an Australian business that is looking to effectively access the Chinese market? Please contact us to book a consultation which may help you discover how your business can be positioned in China.