跟复活节、圣诞节和感恩节等全球热点节日消费高峰期一样，宰牲节在穆斯林国家的许多不同行业中掀起了消费热潮。为了做好营销工作，了解目标受众的需求至关重要。今天，小赛分享一下宰牲节营销指南，希望出海企业能更好了解宰牲节文化，实现业绩增长。
Comparable to almost all major public holidays in the United States such as Easter, Christmas and Thanksgiving, the holiday of Eid Al Adha has created a boom of consumerism across many different industries within the Muslim world. In order to understand the needs of your target audience, an accurate marketing approach is crucial. Today, CHOICE shares a guide to marketing for Eid al-Adha in the hope that businesses can better understand the culture and achieve growth.
哪些地区过宰牲节，市场规模多大？
Which regions celebrate Eid al-Adha?
宰牲节是伊斯兰节日，全世界有57个伊斯兰国家，据不完全统计，全球穆斯林大约有16亿人。其中，宰牲节也是多个国家的公共假期，包括中东的阿拉伯联合酋长国、土耳其和约旦，以及东南亚的马来西亚和印度尼西亚。这个假期对穆斯林来说极为重要，仅在中东就有 3.17 亿客户的潜在市场。甚至在美国的一些欧洲国家和地区，穆斯林员工和家庭也会请假上班或上学来庆祝节日。
Eid Al Adha is a public holiday in several countries including the United Arab Emirates, Turkey and Jordan in the Middle East as well as Malaysia and Indonesia in Southeast Asia. This holiday is extremely important for Muslims, with a potential market reach of 317 million customers in the Middle East alone. Even in some European countries and regions in the United States, Muslim employees and families will take the day off from work or school to observe the holiday.
详细的宰牲节来源可以通过【BLESSING】The origin and significance of Eid al Adha这篇文章了解。
Details of the origins of Eid al-Adha can be found in this 【BLESSING】The origin and significance of Eid al Adhaarticle.
宰牲节期间，人们会做什么？
What do people do during Eid al-Adha?
据天文台确认，中东国家今年宰牲节从7月9日晚上开始，到7月13日结束。阿联酋公历7月8-11日放假四天，阿曼放假五天。马来西亚和印度尼西亚公布日期是7月10日开始。
For 2022, it is important to know that Eid Al Adha begins on the evening of Saturday, July 9, and ends on the evening of Wednesday, July 13 Each country observes the holiday slightly differently, so make sure to Google the dates for the country/countries you are aiming to reach.
节日期间，穆斯林会宰杀牛羊或者骆驼进行祭祀，这种祭祀的肉被送出去，代表慈善捐赠。三分之一的肉由家庭和他们的亲戚吃，三分之一送给朋友，剩下的三分之一则捐给穷人。世界各地的穆斯林都会到当地的清真寺参加祈祷。他们会穿衣打扮，在一天的剩余时间里与家人和朋友社交以及交换礼物。也会做慈善活动，帮助穷人购买新衣服和食物。
Families will either visit farms themselves, arrange an animal at stores, or even purchase an animal online to sacrifice. The meat from this sacrifice is given away to represent charitable giving. One third of the meat is eaten by the family and their relatives, one third is given away to friends, and the remaining third is donated to the poor.
On Eid Al Adha, Muslims around the world attend their local mosques to universally join in prayer. Dressed in their finest, new celebratory clothes, they spend the rest of the day socializing with family and friends as well as exchanging gifts. Charity is also a big part of the holiday and it is customary to donate a significant sum of money to charity, to be used to help the poor purchase new clothes and food, so they too may join in on the celebrations.
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宰牲节广告营销元素和文化用语
Marketing elements and phrases
动物羊、新月和星星、清真寺和宣礼塔、明亮的灯光/灯笼
Sheep, Crescent and Stars, Mosques and Minarets, Bright Lights/ Lanterns
新月是伊斯兰教的国际象征，在许多穆斯林国家的国旗上都可以看到。清真寺是穆斯林的礼拜场所，清真寺和宣礼塔是节日象征性元素。而明亮的灯光/灯笼是庆祝活动的象征性装饰品，也意味着与亲人分享的明亮。
The crescent moon is the international symbol of Islam, as visible on many Muslim countries’ flags. As the mosque is a place of worship for Muslims, it is a beneficial symbol to make use of in a marketing campaign. Lanterns are a symbol that have become associated with Ramadan celebrations.
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营销信息中要体现慈善和尊重文化
Respecting Culture in Your Marketing Messaging
伊斯兰教是一种植根于传统的宗教，在宣传用语上，一定要注意表达。比如，牺牲、给予、分享、帮助、奉献、团聚、热爱家庭、友爱是宰牲节的核心价值观，帮助有需要的人和做慈善是宰牲节重要的文化行为。例如，对于您进行的每笔销售，10% 的收益将捐赠给无家可归者或弱势群体。这不仅消费者更愿意购买和分享，而且是回馈社会的崇高社会行为。
The basic level of respect is necessary throughout all marketing messages, as Islam is a religion that is rooted in tradition.As Eid Al Adha is a holiday which commemorates sacrifice and obedience to the religion, it is very emotionally and spiritually evocative to Muslims. Thus, it carries with it an extra necessity to be respectful and in accordance with customs and beliefs.For example, you could convey a message such as “To celebrate our Muslim friends, we will be donating 5% of our profits to hungry individuals for the next week”.
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另外，也可以使用类似‘宰牲节年轻人的礼物选择’‘Eid Al Adha 礼物灵感’等等这样分享意味的主题。
You could also think abstractly such as publishing an article entitled “Eid Al Adha Inspiration: Recipes you’ll want to cook for your family” and “The Eid Al Adha gift guide for younger relatives”.
宰牲节问候短语推荐
Messages to use for your Marketing
“Kul'am wa enta bi-khair。” 意思是“愿每年你都身体健康”
“Eid Mubarak”意为“祝福的开斋节”
“Eid Saeed”意为“开斋节快乐”
“Taqabbala Allahu minna wa minkum”的意思是“愿真主接受我们和你。”
“As-Salam-u-Alaikum”的意思是“愿你平安”
"Kul 'am wa enta bi-khair." meaning "May every year find you in good health"
"Eid Mubarak" meaning "Blessed Eid”
"Eid Saeed" meaning "Happy Eid"
"Taqabbala Allahu minna wa minkum" meaning "May Allah accept from us, and from you."
"As-Salam-u-Alaikum" meaning "Peace be unto you."
宰牲节期间，除了羊/牛，还有什么产品畅销？
Products that Sell Well during Eid Al Adha
01服装和珠宝/Clothing and Jewelry：
在整个中东，服装仍然是开斋节支出的主要部分。穆斯林男子、妇女和儿童在进行开斋节祈祷和访问期间，通常会穿着最好的衣服。另外，因为穆斯林女性大多数会穿比较朴素的衣服和头巾，珠宝装饰是表达自己的另一种方式，因此由纯金属制成或含有稀有宝石的昂贵珠宝也是热销产品，而手表是深受喜爱的男士物品。
Across the Middle East, clothing continues to be a major percentage of Eid spending, with Middle Eastern designers saving many of their best sales during the holiday season. Because many Muslim women wear hijabs and modest clothing, many feel that accessorizing with some jewelry is an additional way to express themselves. Watches are also a popular item among men.
02电子产品/Electronics
中东和北非地区是一个数字化程度很高的地区，在礼物选择上，电子产品是大多是穆斯林的选择，在此期间电子产品销售量会上升。
As this is a time for gift giving, electronics are also readily purchased both for adults and for children. The MENA region is a very digitally connected region, and that is reflected in the increase of electronics sold during this period.
03食物和宰牲/烹饪工具/Livestock&Cooking Tools
据悉，在巴基斯坦这个拥有约 2.1 亿人口的国家，每年将有近 1000 万只、价值超过 30 亿美元的牲畜被购买和宰牲。因此全球牲畜贸易量可想而知是巨大的，那么连带的运输拖车和宰杀工具销售量必定也不会少。同样在聚会期间，穆斯林会烹饪精美的点心招待亲戚和朋友，因此相关模具和烹饪工具也会很畅销。
In Pakistan, a country of a population around 210 million people, nearly 10 million animals, worth more than $3 billion are bought and sacrificed annually. You can thus imagine the amount of money that is spent on this part of holiday throughout the whole Muslim world. Your products could potential be useful if you imagine a trailer for humane livestock transport, tools for proper sacrifice, etc.
04旅行用品/Travel Goods
旅行用品也是宰牲节期间畅销的产品。据迪拜机场运营商称，7 月 2 日是机场最繁忙的一天，日客流量超过 235,000 人次。在宰牲节小长假期间，穆斯林家庭会选择外出旅行庆祝宰牲节。
Travel goods are also a top seller during Eid al-Adha. According to Dubai airport operators, July 2 is expected to be the busiest day at the airport, with daily traffic exceeding 235,000 passengers. During the Eid al-Adha holiday, Muslim families choose to travel to celebrate Eid al-Adha.
2022年宰牲节，数字和移动营销的重要性
The Importance of Digital and Mobile Marketing During Eid Al Adha in 2022
宰牲节假期，穆斯林通常是与朋友和家人一起活动，移动设备的使用率会增加，特别是浏览社交媒体时间会增加。商家可以通过社交媒体分享宰牲节日礼品指南链接或者折扣营销信息，记得加上节日标签。针对目标受众，发放社交媒体广告，比如Facebook或Instagram。
Since Eid Al Adha is a time away from work and an increase in quality time with friends and family, desktop usage decreases, while mobile usage increases. Merchants can share links to Eid al-Adha Day gift guides or discount marketing messages through social media, remembering to add holiday hashtags. Target your audience and distribute ads, such as Facebook or Instagram.
