Influence of Online Festive Marketing Strategies on Consumer Behavior in China in 2019-2023

From the beginning of the present century, China’s economy has gradually become consumer-driven as well as consumer-oriented. Both domestic Chinese producers and foreign companies seek to occupy a stable place in the Chinese market. This aim is often achieved by all-out marketing efforts. Online marketing has become a vital tool allowing companies to firmly position themselves in the minds of Chinese consumers. In this vein, festive marketing as a phenomenon has proved to be beneficial when creating promotional activities catering especially to the Chinese consumers’ needs and wants. This work seeks to analyze the specifics of online festive marketing in China using real-life cases of recent marketing campaigns. The focus of this research is on determining the underlying marketing mechanisms present within each of the reviewed cases to gain a generalized understanding of the marketing methods most suitable for holiday occasions in China. The conclusions presented in this work allow to observe the direct links between marketing mechanisms used in different festive settings and their effect on Chinese consumers’ responses. The research gives recommendations applicable to prospective promotional efforts in the region.