Umbrella marketing

The first high-profile case of umbrella marketing can be found in the 2017 Chinese Father's Day where Jingdong Mall utilised 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, these umbrella scheme works with a deposit followed up by 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, also engaged in umbrella marketing through their launch of their custom umbrellas.[5] Urbem Media, a Shanghai-based dining club, has similarly utilised umbrella marketing akin to other forms of guerilla marketing, whereby VIP members receive access to company customised umbrellas.[6]

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