Chinese New Year, also known as the spring festival, is the most important celebration in the Chinese calendar. The New Year generally falls between January and March, but the exact dates change each year, and lasts for weeks. The holiday symbolizes the start of new life and the season of ploughing and sowing.
For American DR marketers, it means campaigns will come to a screeching halt if proper planning is not in place. For seasoned marketers, campaigns are strategically planned around this holiday; for others new to the industry, navigating these waters for the first time can be dicey.
At the heart of retail success is a strong TV campaign and for years, brands have leveraged television to market new products and build brand awareness. Without sufficient inventory, marketers cannot roll out a television campaign during the New Year.
To avoid problems when launching your DR marketing campaign, we suggest following the below steps:
• Orders placed just before, during or soon after Chinese New Year could be delayed 30-60 days while the supply chain catches up. Be sure your client has ordered a three-month supply to be delivered well before the start of Chinese New Year.
• Advise clients that even though this may be difficult in terms of cash flow, and warehousing space, the alternative is having little or no stock for weeks.
• Through careful forecasting and early buying, marketers are able to bypass the problems caused by build-up of orders during the holiday season, as well as the slow start faced by the factories once production starts back up.
With all forms of marketing, there is a balance to strike- cultural awareness and sensitivity is a necessity in this situation. With detailed preparations, marketers are able to maintain campaigns during the New Year, and welcome this joyous occasion with open arms as opposed to frustration.