Chinese New Year or the Spring Festival, is the most important
traditional festival in mainland China, and it has long been a peak of the
consumption of Chinese people. According to custom, people go shopping for new
clothes, food, drinks and gifts for the whole family before the New Year’s Eve.
Many merchants take it as an important opportunity to increase their sales.
Nowadays, along with the widespread of smartphones, life during the
Chinese New Year has changed a lot. It was reported that 51% of people would
like to with others happy New Year on mobile phone, 32% of them would like to
order tickets by mobile phone, and more than 12% of them claimed they would
like to buy New Year goods with mobile phone (企鹅智酷，2015).
It is clear that mobile phone has become a so important part of the
Chinese New Year that it has to be considered when doing promotions of New Year
goods.
So, how does mobile phone changed the customer journey of buying New
Year goods?
Think about the traditional path from demands to the purchase
decision first. People usually go to the market they are familiar with or their
families are used to going for shopping when they begin to prepare for the
Chinese New Year. Sometimes they may also ask for suggestions from friends and
neighbors, or they may want to have a try when hearing their friends talking
about certain markets or stores. Other times people may just go the market
nearby if they have no preference, since the New Year good are often weighty
and hard to be carried back. But with mobile phones and the Internet, now they
can easily get access to any market, any store and any goods all over the
world.
The impact of mobile phone is even more than that.
“In the mobile age, instead of a few "moments of
truth" or a Zero Moment of Truth, consumers experience countless
micro-moments throughout the day while exploring interests, solving problems,
searching for products, and making decisions. These micro-moments are the new
battleground for hearts, minds, and wallets.” —— The You Tube
insights Team (2015)
That’s right. Customers today are always companied by their phone.
Whenever they want to have fun, have a break or relaxed themselves, they reach
for their phones, sometimes with particular needs in their mind, sometimes don’t.
They read through the new messages on social media, see what their friends are
talking about, read about the new trends, watch videos and browse the ecommerce
websites to see if there is any new products from their favorite brands and
stores, or just to pass time. In a word, people tend to spend their leisure
time on mobile phones more and more, and they are exposed to large amount of
information every second.
The customer journey no longer begin with the idea “I want to buy …”,
it begins even before the demands exist. These days, increasing the exposure of
your brand and product information on mobile devices may lead people to think: “Oh,
it’s interesting, someday I may want one of them. I’d better put it into my
favorite list or wanting list now.” And evaluation between different markets
nearby and the consideration of convenience and traffic do not matter that much
anymore.
What about the words of mouth? According to the report from QiE ZhiKu
(2015), about 90% of people would like to use mobile phone to share interesting
things happening during the Chinese New Year, over 40% of them will share information
even more than other time. Therefore, words of mouth have been important
nowadays more than any other time. To be fun and topic-indicating may also
increase the opportunity of your brand and product being discussed online.
Look at the customer journey we talked above again:
Now you see the importance of the words of mouth and user generated
content.
Ø Ensure the quality of products and services.
Ø Be interesting.
Reference:
The YouTube Insights Team (2015). Why
Online Video Is a Must-Have for Your Mobile Marketing Strategy. Retrieved from https://www.thinkwithgoogle.com/features/online-video-mobile-marketing-strategy.html
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