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July 2014 – China Marketing Calendar

Giga Marketing publish monthly China Marketing Calendar, including various memorial days, historic dates, and campaigns, to help you planning marketing campaign strategies in China.

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Festivals and memorial days in July, 2014.

July 1st, Tuesday
Communist Party of China Foundation (1921) (建党节) 
Communist Party of China was founded in July 1st, 1921.
In May 1938, Mao Zedong mentioned “This July 1st will be the 17th anniversary of the foundation of the Communist Party of China” in a publication. Since then, July 1st is celebrated the foundation of the party.
Major media covers ceremonies around the country.

July 1st, Tuesday
Transfer of the sovereignty of Hong Kong (1997) (香港回归纪念日)
On July 1st. 1997, Hon Kong was return to China from Great Britain, and became a Special Administrative Region of China.
Major media air special TV programs to celebrate the return.

Beginning of July to End of August
School summer vacation
Summer vacation start at the beginning of July for most of schools in China Boosts for travel and leisure consumption is expected and many stores launch summer bargain. Back to school campaign will start from August.

July 7th,Monday
July 7th Incident (aka Lugou Bridge Incident, 1937)
The incident was the official start of the Second Sino-Japanese War.
Since it was happened in July 7th., It is usually called July 7th. Incident in China.
Anti Japanese sentiments are easily worsened by major media covering stories and special programs about Sino-Japanese Wars.
Japanese brands should be careful in marketing and public relations.

July 7th, Monday
XiaoShu (Small Hot) (小暑)
The 11th of the Chinese traditional 24 solar season, when the Sun reaches the celestial longitude of 105 degrees. It represents the start of really hot summer season and people eat dumplings in some region.

July 13th, Sunday
FIFA World Cup Soccer Final
Soccer is a very popular sports in China, and many soccer fans are waiting for to watch the final on TV.
Consumption boost in sports goods are expedited before the match.

July 14th, Monday
Silver Chinese Valentine’s Day (银色情人节)
A festival inspired by Valentine’s Day and known mainly among younger generations.
It is said to be a good day to introduce your love one to parents and send gifts made from silver.

July 23rd, Wednesday
DaShu (Small Hot) (大暑)
The 12th of the Chinese traditional 24 solar season, when the Sun reaches the celestial longitude of 120 degrees.
It represents really hot summer season.