Tracy Dai
14 December 2021 0 Comments

Chinese consumers love a good festival. And few festivals lend themselves to dressing a place up quite like Christmas, with this year’s holiday vibes in Shanghai in full swing with Christmas approaching.

We appreciate the travel restrictions have meant that many people working for foreign brands have been unable to visit China for some time, so we’ve put together a short video to show you that the magic of the traditionally-Western holiday is very much alive in every direction from China Skinny’s central-Shanghai HQ.

The video was filmed on a sunny Monday afternoon, so it’s not as crowded as it on weekends, but you can still feel the spirit of Christmas is very much around.

 

 

Here’s a quick rundown of the video covering some of the highlights:

1. Spectacular and often creative statements to appeal to selfies and social sharing

Shanghai’s big downtown shopping malls like Plaza 66, Taikoo Hui and K11 have been among the most enthusiastic with Christmas decorations and tunes, often partnering with their luxury retail tenants for branded icons. For example, Plaza 66 on West Nanjing Road has Cartier’s gift tree at one entrance, and Dior’s star at the other. The unique designs provide a little more interest than your standard Christmas tree and has attracted countless consumers to stop for photos which are shared on social media.

 

Brands put their name on spectacular Christmas decorations in ChinaCartier’s branded Christmas tree outside of one of the entrances to the Plaza 66 shopping mall in central Shanghai

 

Christmas decorations on the street in Shanghai outside luxury malls
Dior’s star outside of the other entrance to the Plaza 66 shopping mall in central Shanghai

 

Chinese Christmas chinglish
Just next door from Plaza 66 is the prestigious Shanghai Centre, complete with its endearing piece of Chinglish

 

2. Interactive experiences gain more attention

Just down West Nanjing Road, the enormous Starbucks Reserve Roastery is running an in-store event from 1-25 December. Every day, the first customer who buys the seasoned signature bread for ¥298 ($47) and gets through the simple, quick quiz about Starbucks wins the mysterious gift box valued at ¥888-¥2177 ($140-$342) from the advent calendar.

Starbucks Christmas China

Just next door at Taikoo Hui mall, there’s a campaign “Dare for More, Dare to Wish” which encourages consumers to engage. The promotion with lifestyle media brand Voicer allows consumers to scan a QR code to submit their wishes to win a gift box at the Wish Train.

China Christmas Wish Train

 

3. It’s not just the big or foreign brands celebrating, with Christmas getting some love across the board

Small domestic brands like gifting stores and drink stores, and even large state-owned enterprises like the ICBC bank branch next to the Skinny office are getting into the festive spirit.

Chinese SOE christmas

Christmas at the Beast China

random xmas decorations in China

Chinese bakery christmas

 

4. Christmas markets pull in the crowds again

We didn’t have a chance to film Shanghai’s heaving Christmas markets, but here are some snapshot of the crowds from RED UGC/KOCs/KOLs; usernames are as the screenshot says.

 

Bund christmas market shanghaiCrowds at the BFC Christmas markets in Shanghai

 

BFC christmas market shanghaiCrowds at the Bund Christmas markets in Shanghai

 

The team at China Skinny wishes you a great holiday season and health and happiness in 2022!