Chinese New Year 30-Day Order Follow-Up Playbook for Global B2B Exporters

1) CNY isn’t your holiday—it’s your buyer’s decision window

Buyers don’t stop purchasing because of CNY. They accelerate decisions to avoid stockouts, project delays, and internal escalations. Inventory‑cycle buyers, project/engineering buyers, and budget‑driven accounts are the most time‑sensitive segments in the 30 days pre‑CNY.

In short: CNY = a risk node. Risk compresses timelines and speeds decisions—if you make those risks visible and solvable.

2) Buyer psychology shifts across the last 30 days

3) If you don’t follow up pre‑CNY, conversion drops post‑CNY

Post‑CNY, buyer attention is fragmented by new projects, new quotes, and renewed vendor outreach. Your pre‑CNY clarity keeps you top‑of‑mind.

1) Hot, qualified opportunities (quoted + concrete use case)

They asked about lead time, MOQ, payment terms, or spec variations but stalled. Pre‑CNY, create a time anchor: offer a hold on capacity and a dated production plan.

CRM filter idea: status = quoted; last activity 7–21 days; intent keywords in notes (“launch,” “project start,” “stockout,” “ETA,” “approval”).

2) Returning customers with predictable replenishment

These accounts are governed by inventory plans, not price. Reference historical PO cadence and prevent supply gaps with a forward schedule.

CRM filter idea: customers with orders in Feb–Apr last year; average reorder cycle 60–120 days; OTIF sensitivity noted.

3) Project / engineering / bulk orders

Engineering teams fear project slippage. Surface the CNY shutdown window as a concrete milestone; propose split production, buffer stock, or phased deliveries.

CRM filter idea: opportunity type = project/engineering; BOM attached; penalties for delay; milestone‑driven timelines.

4) Budget‑driven accounts (especially US, DE, UK, Nordics)

Q1 budgets often open with urgency to lock strategic categories. Position pre‑CNY locking as budget utilization + risk avoidance, not discount chasing.

CRM filter idea: public companies; procurement mentions “annual budget,” “capex/opex,” “framework,” “approved vendor.”

A) Help buyers decide—don’t ask if they’re “interested”

Replace interest‑checking with decision support: “Here’s the pre‑CNY vs post‑CNY plan and its operational impact.” You reduce decision friction and elevate trust.

B) Use irreversible timepoints—never pressure language

Buyers accept facts, not force. Anchor your message on shutdown periods, carrier ETDs, and cut‑off dates, then translate them into impact on their project or stock.

Formula: Fact + Time + Impact. Example: “Factory pause Feb 5–18. Orders confirmed after Jan 28 will shift to March production, impacting a mid‑April delivery unless we split shipment.”

C) Be the risk manager, not the salesperson

Frame your follow‑up as risk prevention: lead‑time variance, stockout probability, demurrage risk, and quality control continuity. When buyers feel you protect their KPI, they move.

Our field benchmarks show that response within 24 hours to a pre‑CNY inquiry increases PO conversion by ~20–30%, while attaching a dated production plan adds another ~15–20% uplift.

1) Quoted but quiet (US/EU universal)

Subject: Reserving your pre‑CNY production window

Hi [Name], our plant starts Lunar New Year preparations soon. If we confirm in January, we can complete production before the break; afterwards, first availability is mid‑March. Would you like me to reserve capacity under your quote so we hold the delivery date?

2) Replenishment (returning customers)

Subject: Preventing a March stock gap on your side

Based on your last two cycles, your next reorder lands around March. If we schedule production pre‑CNY, you’ll avoid a 4–6 week lag. Shall I draft a production + shipment plan with split ETAs so your warehouse stays balanced?

3) Projects / engineering / bulk

Subject: Flagging a potential milestone risk on your project

Orders confirmed after [date] face 4–6 weeks additional lead time due to CNY. To keep your milestone intact, I recommend locking the critical path components now. I can send a dated Gantt with pre‑CNY and post‑CNY scenarios—would that help internal alignment?

4) India: gentle cadence

Hi [Name], quick heads‑up: our CNY pause is Feb 5–18. If helpful, I can pencil in production for your preferred spec and keep it flexible. Would you like two delivery options to compare next week?

5) MENA: relationship + certainty

Dear [Name], wishing you a productive Q1. We can secure stock and line time before the CNY pause and ship on your preferred route. I can share current availability, transit options, and documentation plan (including LC familiarity). Would you like a call this week?

6) WhatsApp/LinkedIn micro‑nudges

• “Heads‑up: last pre‑CNY slot closes Jan 28. Want me to hold it for your PO?”
• “Two options for you: ship full post‑CNY or split 30/70 to hit your March demand. Which fits your plan?”
• “I mapped your forecast vs our shutdown—would a 10‑minute call save you a week?”