Insight - Brands tap into Chinese culture for e-commerce success

Insight - Brands tap into Chinese culture for e-commerce success Cultural heritage is becoming a bigger driver in the Chinese market. Consumers are showing more national pride in their own heritage and stories. Brands that engage with these pieces of culture are reaping the rewards. Love festival shows the power of cultural campaigns Brands across all categories rolled out campaigns for China's Qixi (七夕) Festival on 14 August. The day celebrates an ancient mythological love story between a cow-herder and a weaver. In modern times, the annual festival has become a Chinese Valentine's Day. Luxury brands were typically active. Jing…