防晒霜季爆款计划：华南市场季节性推广日历
How fierce is summer in southern China? Guangzhou’s temperature rose to 30 ℃ in March, and Hainan’s UV index exploded throughout the year. Sunscreen is a “must-have” among the locals! Thai sunscreen has been selling well in southern China in recent years due to its advantages such as “lightweight and anti acne” and “natural herbal sunscreen”. However, if you want to make it a bestseller, you have to hit the combination punch at the seasonal node. We have summarized the “120 day promotion calendar” for the South China market and will teach you step-by-step how to promote it in 4 stages!
1、 Preheating period (March April: Spring warming up, planting grass in advance)
Market characteristics: South Chinese people have been wearing short sleeves since March, and girls must wear sunscreen when going out. The search volume for “sunscreen” on e-commerce platforms has increased by 20% per week
- Xiaohongshu’s “Constituent Party” Strategy Battle
Expert strategy:
Find 50+local waist bloggers in Guangdong (100000 to 500000 fans) to take photos of “the Pearl River New Town Office Building Measurement” and “Shenzhen Seaside Surfing Assessment”, with the topic of # South China Sun Protection Necessity # # Thailand Sun Protection Cream yyds #, and the natural flow can cover 5 million+target people - Offline pop-up stores “ride the spring exhibition”
Open “Thai Sunscreen Pop up Stores” at Guangzhou Zhengjia Plaza and Shenzhen Wanxiang Tiandi, design a “Tropical Coconut Grove Check in Area”, scan the code and receive 1ml trial pack (cost 2 Thai baht per serving)
On site demonstration of “Thai sunscreen massage technique”: first apply sunscreen and then pat sunscreen powder, to teach South China girls to solve the pain point of “rubbing mud with base makeup”
2、 Explosion period (May to July: Summer arrives, full range explosion)
Market characteristics: During the Dragon Boat Festival, 618, and summer vacation, sunscreen sales reached their peak throughout the year. The GMV of sunscreen categories in South China e-commerce accounted for 35% of the national total
- 618 e-commerce “limited edition” gameplay
Product packaging: Launch of “South China Limited Edition” – bottle body printed with Guangzhou Tower, coconut trees and other elements, buy and give away “Thai lemongrass mosquito repellent sticker” (the most needed gift for South Chinese people in summer)
Promotion strategy:
✅ Pre sale period (5.20-5.31): Pay a deposit of 50 yuan to offset 150 yuan, and receive a Thai SPA experience voucher worth 200 baht as a gift
✅ Outbreak period (6.1-6.18): Tiktok broadcast “factory traceability” live, showing the herbal preparation process of Thai sunscreen, emphasizing that “alcohol free is suitable for sensitive skin” - Full coverage of Tiktok “sunscreen scene”
Short video template:
📌 Morning rush hour: “Guangzhou Metro Line 3’s informant is crowded! Applying this sunscreen doesn’t make you sweat or take off makeup” (the camera hits the face and shoots the sunscreen film on the forehead after sweating)
📌 Beach article: “Sanya surfing coach secretly hides sunscreen! No tanning after 3 hours of continuous diving” (comparison of skin color before and after diving)
Live interaction: Every night at 8 o’clock, the “Thai Sunscreen Classroom” is played to teach users “how to supplement sunscreen during beach vacations” and “3 tips for choosing sunscreen for acne prone skin”. Each live stream guides over 5000 people to make additional purchases
3、 Duration (August September: Autumn Tiger’s Rise, Segmented Scene Harvesting)
Market characteristics: The ‘autumn tiger’ in southern China is more sunny than in summer! In September, primary and secondary schools resumed classes, and mothers concentrated on purchasing sunscreen for children. At the same time, users of oily leather began to dislike thick sunscreen
- Children’s sunscreen “safety sign”
Launch of “Thai Baby Sunscreen”: Emphasize “no chemical sunscreen” and “registered for Chinese children’s cosmetics”, post on Xiaohongshu “Shenzhen Mom’s Personal Test: Kindergarten Outdoor for 3 Hours, Baby Not Sunburned”
Collaborate with South China Maternal and Child KOLs (such as “Guangzhou Mama Network”) to conduct an “open class on sunscreen ingredients”, comparing the sun protection standards for children in China, Japan, and Thailand, highlighting Thailand’s “natural herbs are gentler” - Exclusive “Refreshing” Marketing for Oilskin
For oily leather users in Guangdong and Guangxi, we mainly promote the “Thai Water Sensitive Sunscreen Lotion”:
✅ Selling point: “After 3 seconds of coating, the film will be formed, and no stuffy spots will be detected in hot and humid days in the Pearl River Valley”
✅ Scene: Shoot a video of “Nanning office workers need sunscreen at 3pm”, showing that there are no oil stains after pressing with a tissue
Add “Skin Test” to the e-commerce details page: Enter skin type and city (such as “Shenzhen Oilskin”), automatically recommend sunscreen models, and increase conversion rate by 25% - Penetration of “Campus Scene” during the Start of School Season
Make “sunscreen flash cars” in Guangzhou University Town and Hainan universities: scan the code and pay attention to send “military training sunscreen gift package” (sunscreen+post sun repair facial mask)
Xiaohongshu launches # College Student Military Training Sunscreen Guide # topic, soliciting ordinary people to share their real experiences of “Thailand Sunscreen Survives 14 Days of Military Training”
4、 Closing period (October: cooling down and clearing inventory, locking in repeat purchases)
Market characteristics: It is slightly cool in the morning and evening of October in southern China, but sun protection is still needed at noon. Consumers are starting to hoard goods for next spring
- National Day “anti season hoarding” promotion
Launch the “Buy 2 Get 1 Free, Shelf Life Until 2025” campaign, with a focus on “stocking up is more cost-effective”, suitable for South China housewives to purchase in bulk
Packaging changed to “Autumn Limited Edition”: printed with Thai Lantern Festival elements, the text emphasizes “Thai sunscreen accompanies you from summer to autumn” - Private domain “repurchase reminder”
Send a WeChat template message to users who purchased from June to September: ‘The temperature in Guangzhou has risen to 32 ℃! It’s time to restock your sunscreen inventory.’
Exclusive benefits for old customers: “Repurchase and enjoy Thai essential oil samples”, while promoting the popular science article “Winter Sunscreen Misconception: Even on cloudy days in South China, it is necessary to apply sunscreen” to cultivate year-round usage habits - Offline “seasonal care” linkage
Collaborating with South China Beauty Salon and SPA, we have launched a “post sun repair package”: Buy sunscreen and receive a 30 minute Thai herbal face mask, directing traffic to our private community
5、 3 pitfalls to avoid when promoting in South China
Compliance minefield:
The advertisement prohibits the use of words such as “sunscreen black technology” and “medical grade sunscreen”, and replaces them with “physical+chemical dual sunscreen” and “mild sunscreen nourishing skin”
Children’s sunscreen must be labeled with Chinese warning signs such as “applicable for children over 6 months”, and we can handle the registration of Chinese children’s cosmetics on our behalf
Cultural adaptation:
Don’t use Thai royal elements in packaging, use tropical symbols such as elephants and coconut trees more often. Consumers in southern China have a high acceptance of “Southeast Asian style”
Logistics pain points:
Prepare the goods in advance to the Guangzhou bonded warehouse to ensure next day delivery to Shenzhen, Dongguan and other places, which is 5 days faster than direct mail from Thailand and reduces the cost of returns and exchanges by 40%
Summary: The South China market relies on “scenario based+node based” to create explosive products
Thai sunscreen wants to sell well in southern China, the key is to translate “natural ingredients” into “can be used in hot and humid weather” scenarios: ingredients in March, limited edition in May, segmented in August, and stock up in October. Our team helped Mistine and other Thai brands to land in South China, which was all inclusive from product positioning to channel distribution. For example, last year we helped a niche brand design the “the Pearl River Night Tour Co brand”, which sold 150000 pieces in Guangdong in three months. Contact us now to help you step in with the seasonal rhythm and turn Thai sunscreen into a “national item” for summer in southern China!