Next week, nearly a sixth of the world’s population will celebrate Chinese New Year and welcome in the Year of the Dog. China’s most celebrated holiday will begin on Friday, February 16, and continue for more than two weeks. Like many businesses in China and around the world, a number of Roche Enterprises companies view the Chinese New Year holiday as an opportunity to showcase their brands. And, the economic windfall from the holiday is one small example of China’s vigorous economy and its impact across the globe.
While Cachet Hospitality Group’s (CHG) properties have expanded beyond China into other continents, Chinese New Year is still significant to its consumer market. In recent years, evolving traditions find Chinese consumers and families travelling over the holiday. This travel rush, referred to as the “Spring Movement,” will see more than 400 million Chinese travelling over the weeks around the holiday, representing a 30 percent increase in travel-related sales.
This year, CHG launched its first global Chinese New Year campaign in hopes of bringing its clientele across borders to experience and enjoy the many different facets of Cachet’s unique hospitality. Chinese New Year promotions include a Chinese New Year tea at Cachet Boutique New York’s EDEN Local, a Chinese New Year Family Dinner at Cachet Boutique Kunming Artime’s Porterhouse by Laris, a mystery gift from Cachet Boutique Shanghai, deluxe food and beverage offerings at Cachet Boutique Zhejiang Circuit, and a massage for two at URBN Boutique Shanghai.
Grocery and food & beverage sectors also see significant sales increases during the holiday weeks. The days leading up to Chinese New Year are some of the busiest for Shanghai-based IS Seafood, an industry-leading importer and distributor of high quality seafood from Iceland. IS Seafood delivers responsibly sourced seafood to over 800 leading hotels, restaurants, and catering companies throughout mainland China. And, with many Chinese businesses hosting holiday parties, these customers are ordering large quantities of seafood. The company has served over 100,000 portions of their top six selling items in the 30 days leading up to the New Year. To help spur sales, IS Seafood is offering customers a discount off their seafood order that can be used for their internal staff parties, and the promotion appears to be working!
The Chinese New Year holiday presents a tremendous opportunity to showcase our brands and build relationships with our customers. I’m pleased to see our businesses engaging in effective marketing to help ring in the Year of the Dog.
Wishing you happiness and prosperity in the New Year!
Robert Roche 