China Report
Memorable campaigns and launches of Lunar New Year 2021
A Lunar New Year livestream from Courvoisier Cognac and TripurX
Travel retailers and brand owners have increasingly been tapping into the power of livestreaming to build awareness among Chinese consumers, with TripurX – sister company to Chinese consumer platform Globuy – becoming an important vehicle.
TripurX Tech’s weekly livestreaming service generated robust traffic last month in a pre-Lunar New year programme dedicated to Beam Suntory-owned Cognac brand Courvoisier.
TripurX host Da Biao Jie and Chinese KOL ‘Aunt Whiskey’ introduced the latest Courvoisier products including a limited-edition Lunar New Year release of Courvoisier XO. The broadcast generated 233,000 views and 62,000 likes on TripurX’s platform.
The new expression comes in an exclusive bottle engraved with the Chinese phrase ‘牛转乾坤,’ which translates to wishes of good luck and fortune for the new year.
The livestream also highlighted the Courvoisier VSOP and Courvoisier L’Essence Dragon.
(Left) Chinese KOL Aunt Whiskey and (right) TripurX Host Da Biao Jie enjoyed a traditional Lunar New Year meal while sampling Courvoisier Cognac products
It concluded with some viewers being awarded a surprise Lunar New Year gift package from TripurX and Courvoisier.
TripurX Tech’s livestreaming service is gaining rapid momentum in China. The programme, filmed in the company’s Shanghai studio, features a range of popular duty free items, particularly from the beauty category.
Last September, TripurX hosted another livestream session dedicated to Courvoisier Cognac and achieved impressive traffic figures for the two expressions featured. According to TripurX, the XO and VSOP were sold out in the Sunrise Shanghai eShop as a result of the livestream broadcast.
The limited-edition Lunar New Year edition of Courvoisier XO is engraved with the Chinese phrase 牛转乾坤, which translates to a wish of good luck and fortune
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The Moodie Davitt eZine Issue 291 | 9 February 2021
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