DLG & Re-Hub：2024解码中国奢侈品营销节点：春节（英文版）（44页）.pdf

1、Decoding Luxury Marketing Milestones in China:Lunar New YearThe report showcases extensive case studies andbest practices on how luxury and premium brandsshould capitalise on the most important traditionalfestival in China Lunar New Year.2Table of contents01.Introduction02.Performance Overview03.Str

2、ategic Approaches04.The 2024 Outlook3Introduction01.IntroductionLunar New Year:An Overview.4Lunar New Year marks the commencement of a lunar or lunisolar calendar year globally.One of the most celebrated Lunar New Year festivals is rooted in the traditional Chinese lunisolar calendar,also known as t

3、he Spring Festival.This celebration is observed not only in China but also in other countries employing a similar calendar,such as South Korea and Vietnam,as well as in cities worldwide with a significant Sinophone community.Typically,Lunar New Year falls between January 21stand February 20thon the

4、Gregorian calendar.Following tradition,Chinese people initiate the celebrations on the 23rdor 24thof the last lunar month before the Lunar New Year,known as Little New Year(小年,Xiaonian).The New Year festivities culminate on the Lantern Festival on the 15th day of the 1st lunar month,symbolising the

5、arrival of spring.Consequently,celebrations of Lunar New Year typically extend for almost a month.The New Year embodies numerous beautiful meanings,expressed through various rituals and activities.For instance,firecrackers are set off in the hope of dispelling the calamities of the past year.The dec

6、oration with Chunlian seeks peace and harmony within the family.The distribution of red packets or enjoyment of New Years Eve dinner is an aspiration for prosperity in the year ahead.Most of these activities persist to this day.In China,a majority of the population enjoys at least seven days of publ