Seasonal Gifting – Spring Festival in China

Product Development

In-store POSM & Gifting

Spring Festival – or Chinese New Year, as it is more commonly known – is a time when Chinese people bid farewell to the old lunar year and usher in a new year, filled with hope and joy.

The primary purpose of the festival is for families to reunite. People get together with their families to celebrate the new year and wish each other well for the coming year. Despite the increasingly modern attitudes and lifestyles evident in China, the importance of tradition at Chinese New Year is still largely observed.

There is a whole host of traditions associated with Chinese New Year. These range from spring cleaning to the festival reunion dinner, to eating special dishes (e.g. dumplings) for an auspicious start and giving and receiving red envelopes containing money (both physically and digitally).

During this festive season, people spend a lot of time visiting family members and relatives, and giving gifts (beyond red envelopes) is considered an essential part of the seasonal rituals for wishing health and prosperity.

With many retailers already having put up Chinese New Year decorations to wish shoppers happy holidays, our Asia team went into various hypermarkets and supermarkets to report on how retailers and brands have geared up for this festival.

In-store Festive POSM: 

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Aside from specially designed POSM, some brands have already put up their festive packaging on normal shelves. Using the A.I Eye Tracking Module – part of the newly relaunched A.I Pack Screener – we take a look at how this festive packaging performs on shelf.festive-posm


BRANDS PLAY ON PACKAGING TO SPREAD FESTIVE CHEER

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With the coming year of the Tiger approaching, it is no surprise that many brands have put some Tiger motif on their designs this year.

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We noticed the popularity of having a comic/cartoon like-tiger on packaging for both local and international brands, our colleagues in the Shanghai office picked their favourite tiger from this year’s festive packaging.


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HOW ELSE DO BRANDS CONVEY THE FESTIVAL PACKAGING BEYOND TIGER? 

Having seen many of the tigers used in packaging this year, we also explore how some other brands are doing it without the use of the zodiac representative for the year.

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ARE FESTIVE PACKAGINGS ABLE TO ATTRACT SHOPPER ATTENTION? 

We also zoom in within the chilled milk category, spotting a mix of products that have kept their festive packaging, and some with a special festive packaging design incorporated to give a glimpse at the type of festive packaging that might work better to attract shopper attention at shelf.

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As our office in China and our Chinese ethnic colleagues in many different offices celebrate this Spring Festival, we at PRS IN VIVO wish you a roaring start to the Year of the Tiger.

To learn more about how this Spring Festival impacts future business opportunities, please contact PRS IN VIVO Asia at info@prs-invivo-group.com

Behaviour First and See Through™ with Our Human Advantage.


Author

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Ching Ling Ng - Associate Director China,