April is the season when we can finally get rid of the heavy winter coats and announce that “spring has officially arrived”. Brands have been gearing up for this time of the year, using the theme of spring to plan special marketing campaigns. So how to use spring marketing skills to expand your influence in the mainland market? Here, we summarize some key marketing tips and case studies to help you run a successful spring marketing campaign in China.
春暖花开的四月，是春天正式来临的季节。但其实品牌早就摩拳擦掌，借着春日这一主题，策划着特定的营销。那如何利用春季的营销技巧来扩大其在大陆市场的影响力？在此，我们总结了一些关键的营销技巧和案例，以帮助你在中国成功开展春季营销活动。
Participate in unique and creative
co-branding promotion
参与独特的、有创意的品牌联名推广
Lay's and POP MART's IP Little Sweet Bean jointly launched three flavours of potato chips: mellow black truffle, hibiscus sakura shrimp, and butter-fried matsutake mushrooms, to reawaken the taste buds from their winter hibernation. In addition, users can participate in a lottery through Weibo with the opportunity to win Little Sweet Bean × Lay's Sakura Shrimp Sweet Bean figurines that will be given out in a limited number of figurines (5,000).
乐事联手泡泡玛特旗下 IP 小甜豆联合推出了醇香黑松露、芙蓉樱花虾、黄油煎松茸三款口味薯片，用来唤醒冬日沉寂的味蕾。并且用户还通过微博互动参与抽奖，有机会获得手办福利乐事还限量送出的5000份小甜豆 × 乐事樱花虾甜豆手。
Combine popular spring plants and flowers
in packaging and flavours
在包装和口味上结合春天受欢迎的植物和花卉
This spring, Oreo released two new flavours of the "flower + fruit" combination in cherry yuzu and rose grape flavours. Oreo has also upgraded its packaging to match the taste: butterflies appear after the packaging is exposed to sunlight, creating a wonderful effect that butterflies are attracted by the fragrance of flowers and fruits. On the back of the box, customers can also write down spring blessings and send them as a gift to convey spring care among friends. This series of fancy packaging mobilizes users' multiple senses and enhances the feeling of a true interactive experience.
今年春天，奥利奥发布了两款樱花柚子味和玫瑰葡萄味的“花+果”组合的全新口味包装。在外包装上，奥利奥还添加了搭配口味的黑科技：包装在经过阳光照射后会出现蝴蝶，营造出一种蝴蝶受花果香吸引而来的奇妙效果。在包装背面，用户还可以写下春日祝福，将其作为一份礼物送出，传递朋友间的春日关怀，这一系列的花式包装玩法，调动用户的多重感官，增强了互动体验感。
Launch spring limited products
推出春季限定产品
Li Ning, a domestic sports brand in China, launched the 2022 cherry blossom series. This new edition includes shoes and bags, short and long-sleeved T-shirts, shirts, sports pants, sports windbreakers, etc. In addition to light pink, the clothing has also launched daily colours such as black and coffee editions. The cherry blossoms play a role in embellishment without being overly publicized. In addition, Li Ning also created cherry blossom limited clothing for men, which effectively satisfies the daily dress code of the majority of cherry blossom lovers.
中国国产运动品牌李宁，推出了2022樱花系列。新品包含鞋包、短长袖T恤、衬衫、运动裤，运动风衣等。服装在以浅粉色为主外还推出了黑、咖等日常色系，樱花起到点缀的作用而不过分张扬，此外，李宁还专为男性打造了樱花限定服饰，满足了广大樱花爱好者的日常着装需求。
Generally speaking, the key words for spring brand marketing are seasons and emotions, which can impress the public, advocate a lifestyle attitude that resonates with consumers, while at the same time enhances the cultural connotation of the brand. Be bold and innovative with brand collaborations that feature seasonal plants and flowers, produce limited editions, characterize according to traditional customs, and tie into special festivals.
一般来说，春天品牌营销的关键是季节和情感，可以为大众留下深刻印象，倡导一种与消费者相匹配的生活态度，同时增强品牌的文化内涵。要勇于创新的品牌联名，以季节性植物和花卉为特色，生产限量版，以风俗为特色，与特殊的节日联系起来。
If your brand needs Chinese market research and strategy services and wants to stake its claim on China’s premier social media platforms, free feel to contact us at info@eastant.it.
如果您的品牌需要中国市场研究和战略服务，并希望在中国首屈一指的社交媒体平台上占有一席之地，请随时通过 info@eastant.it 与我们联系。
Click to visit our website
点击此处访问我们的网站