Selling Love in China: How Qixi Marketing Strategies Are Shifting
As younger Chinese rethink romance and relationships, global luxury brands are adjusting their approach to Qixi — an ancient festival often compared to Valentine’s Day — with mixed success.
In an evolving landscape of romance and relationships in China, global luxury brands are reevaluating their strategies for the ancient festival known as Qixi, drawing parallels to Valentine's Day. This ancient festival, steeped in tradition, is undergoing a modern transformation as younger generations in China question conventional norms.
Despite the conservative approach adopted by Japanese conglomerate, some global competitors are not holding back, supercharging their marketing efforts in the Chinese market. One such example is US cosmetics giant, which has recently lifted its profit guidance, attributing this decision to sustained spending on premium fragrances and strong performance in China.
Meanwhile, Proya Cosmetics, another player in the beauty industry, is forging alliances to bolster its presence in the US market. Facing stiff competition domestically, Proya Cosmetics is partnering with a beauty retailer in an attempt to grow its brand recognition and customer base in the highly competitive American market.
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