Umbrella marketing

Umbrella marketing refers to the use of umbrellas in marketing campaigns, a phenomenon in China .

Forms

The first high-profile box of umbrella marketing can be found in the 2017 Chinese Father’s Day where Jingdong Mall used a 2015 online photo of a father and his son, causing a copyrights stir. ^[1]

Since then, there has been a rise in umbrella marketing through umbrella sharing schemes. In March 2017 ‘Molisan’ introduced its umbrella sharing scheme through its WeChat service account in Guangzhou, initially releasing 1000 umbrellas in six underground stations. ^[2] In May 2017 ‘e 伞’ (e-umbrella) released its scheme in Shenzhen, releasing 500 umbrellas the first day. Like the widespread bike-sharing schemes in China , this umbrella scheme works with a pay-as-you-go service. ^[3] In August 2017 Mosun was established as an umbrella sharing scheme in Shanghai, running across Shanghai’s Line 2 Metro stations. ^[4]

In August 2017 Haier , the Chinese multinational consumer electronics company, is involved in marketing by launching their custom umbrellas. ^[5] Urbem Media , a Shanghai-based dining club, has similarly used umbrella marketing to other forms of guerrilla marketing , whereby VIP members receive access to customized corporate umbrellas. ^[6]

See also

• Bicycle-sharing system
• Guerilla marketing
• Tissue-marketing pack

References