How brands should target Chinese consumers during Golden Week and beyond

The impressive spending power of Chinese consumers, coupled with their love of travel, presents serious opportunities for Western brands, both at home and abroad.
Key dates for the calendar are China Single’s Day (11 November) and Golden Week (1-7 October), a week-long holiday established in 1999 by the Chinese government to boost consumer spending.
In 2016 alone an estimated six million overseas trips were booked by Chinese consumers during Golden Week, according to figures by Chinese tra