1. The traditional name of the Qixi Festival
Before introducing the festival customs of Qixi Festival, let domatters China marketing agency introduce the origin of the name of this festival for you.
The seventh day of the seventh lunar month is a day in the lunar calendar. According to folklore, the Cowherd and the Weaver Girl meet on the Magpie Bridge on this day. Since ancient times, many ethnic groups in the world have liked to imagine the stars in the sky as fairy tales. This is a narrative method shared by many ethnic groups in the world, and China is no exception.
According to research, the legend of the Cowherd and the Weaver Girl originated in the Western Zhou Dynasty. July 7th is the day when the Cowherd and the Weaver Girl meet, which is the earliest meaning of this date.
2.The main festivals and customs of the traditional Qixi Festival
The festivals and customs of Qixi Festival include begging for beauty and begging for children. The custom of begging for cleverness In the traditional Qixi Festival, there are various ceremonies of begging for cleverness from the Weaver Girl. From official to private, different regions also have different local characteristics. The most famous festival custom is to ask for skill through needlework. This is the custom mentioned in the”Xijing Miscellaneous Notes””piercing the seven-hole needle”.
Generally speaking, this kind of needle threading activity often adds a bit of the nature of the competition, which is called”Dou Qiao”. It is a begging skill to compete who can wear faster and better. In the later development, a series of new”playing methods” have been developed in different places, such as piercing the moon, piercing the dark place, piercing the back of the hand, etc, and even the seven-hole needle can no longer show the superb female skills.
The skills have been improved, and girls in Tianjin and other places are still popular with the nine-hole needle. Through such competitions, the Qixi Festival actually reflects its entertainment and social functions as a kind of festival.
In addition, eating Qiao Shi is also a way of begging for Qiao, including all kinds of special Qiao Guo, Qiao Rice and so on. In addition to various seasonal fruits, Qiaoguo is generally mixed with various oils, noodles and sugar and then fried into different shapes of noodles. There are also places where pancakes of various shapes are baked, and there are also people who make all kinds of sugar figurines.
In short, the customs are different in different places, and there are many patterns. As for Qiaofan, it is usually noodles and dumplings, but some areas have added a certain social element. For example, in some places in Shandong, it used to be the custom of seven girls to prepare materials and make dumplings together.
3.Marketing ideas for qixi festival
The romantic festival of Qixi Festival is also a good time to do corporate marketing activities, such as e-commerce promotions, such as corporate branding and so on. Seizing this opportunity can provide a huge marketing opportunity and help grow your business in China. Marketing strategies are varied and domatters have some tips for you.
1. Creative posters
Creative posters can be used to express love or focus on singles. On the one hand, expressing love words – suitable for brands with a small budget, you can use a few good copywriting and a few lines of love letters. On the other hand, single people – applicable brands: caring for single people + creative copywriting.
2. Subway train
Since the NetEase Cloud Music subway special train has been screened, the subway has become one of the media that major brands are competing for. Brands should not miss the peak passenger flow period of the Qixi Festival.
3. WeChat applet
With the gradual improvement of the functions of WeChat mini-programs, more and more brands have placed their marketing battles here, especially on important festivals such as Qixi Festival.
In the past, the most traditional gifts for Valentine’s Day must be flowers, chocolates, etc., but nowadays young people prefer creative and personalized gifts, so brand merchants can open small program stores for a limited time to customize exclusive gifts for couples. The mini program limited-time store is like an online pop-up store, which can be used immediately.
Precautions:
1) The product should fit the Qixi Festival life scene, and fit the theme of love and romance.
2) The packaging should have a sense of ceremony, and exquisite paper boxes, ribbons, flowers and other accessories can be used.
4. Marketing Tools
Many merchants think of discounts when they mention promotions, but sometimes rough discounts may not be the best solution. Instead, users will have the impression that “things are only worth the price”. Domatters introduces these marketing tools for you. Can boost sales.
1.Spike
About a week before and after Valentine’s Day, you can carry out seckill activities, prepare 2 to 5 seckill products, set up strong discounts, and increase the frequency of customers entering the store. When promoting, focus on publicizing the limited number of seckill products, creating a sense of tension and motivating users to enter the store in time to participate in the event.
2.Group buying
Group buying is a powerful tool for attracting new traffic. In order to increase the promotion, you can set up a group + coupon double discount strategy. When creating a group group, you can check whether to superimpose the use of coupons.
3.Full reduction/delivery
The full discount can attract a large number of customers who love to stock up, and there will also be a few people who buy together, which can attract a wave of traffic to the store, which is very suitable for beauty brands such as facial masks and toners for Qixi Festival marketing.
Example: Meiyijia Qixi Festival Order Scraping Diamond Ring Event
Compared with the traditional marketing methods, choose to give users something real, let users “profit”, and then achieve the effect of brand communication. The user interaction experience of this kind of reward activity is good, and it is easy to win word of mouth.
