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Let's party

By Gan Tian (China Daily)
Updated: 2009-01-15 11:23

Masquerade parties are now part of the Chinese New Year scene.

Yi Zhongli, 26, an editor at Cosmo Bride magazine is not getting married, but even so she will be wearing a wedding dress and bridal veil tomorrow for her company's year-end party.

As Spring Festival nears, many companies are preparing for their year-end parties, which wrap up 2008 and look to future success.

Yi and her colleagues at Trends Media Group are hoping to celebrate in a novel way, hence the wedding idea.

The company has 13 magazines. At this year-end party each magazine's staff will produce a show that characterizes their work.

Men's Health, for example, will feature good-looking guys showing off their muscles; Trends Auto will have their editors and reporters dressing up like F1 racers, and FHM will be showing off some of their top cover girls.

"Trends Media Group has always been interested in fashionable parties, so why can't we entertain ourselves in a special way?" asks Yu Yang, who works in the marketing department of the publication.

Government-owned enterprises, or companies with a large number of employees, usually just get together for a meal and there may be a lucky draw.

Chen Xiabing, 26, for example, who worked at Bertelsmann, went to karaoke with his colleagues for a year-end party last year.

"It was boring but you had to attend to ensure good relations with your boss," Chen says.

However, there has been a transformation in recent years as some small and medium-sized companies now try to make their year-end parties special.

Liu Kailei, a program writer at an IT company, had a "blind date" year-end party last year.

"My boss came up with the idea. There were only two girls at this small company. The rest of us were bachelors. Since we didn't have time to socialize, he invited his female friends to attend our year-end party.

"The strange thing is, there are a few couples who are still dating," Liu says, laughing.

Foreign companies have been producing their own special year-end parties.

Guerlain, the France-based cosmetics company, invited male strippers and Marilyn-Monroe-styled models to its party last year. Some of the photos went online and many netizens dubbed it the "sexiest year-end party ever."

Mosh.cn is the largest online party information provider. The Beijing-based website also does party planning. Guan Shaobo, the marketing manager, has designed various theme parties for companies.

In 2007, Mosh helped Cosmopolitan and Esquire magazines hold a "1,000 people year-end party" at the Loma Club, where astrologers analyzed the attendee's personalities and love lives.

The hottest party places in Beijing are nightclubs but other year-end venues such as 798 Art Zone, Today's Art Museum and The Place Shopping Mall have become popular.

But it is not all good news this year. EPWY Public Relations Consultancy has been planning year-end parties for Shenzhen-based IT company Huawei Technologies and Xian-Janssen Pharmaceutical Ltd for three years.

Although Huawei did well in 2008 it still has to face the reality of an economic slowdown.

"In previous years, Huawei would let us handle everything, including inviting some stars, producing shows and building the stage. But this year Huawei hasn't invited any stars. They are all producing programs by their employees," says Jacky Guo, creative director of EPWY.

"Xian-Janssen will have the same year-end party as last year, with no budget-saving, as the economic crisis does not influence the medical field that much."

On the other hand, Guo adds, some companies are making a bigger splash this year precisely because there is an economic downturn.

"Some media (companies) are holding even larger year-end parties this year than last, as it is aimed at promoting the company's culture."

"A successful year-end party should consider all the attendees. It should not just be a show for the bosses. It should bring bosses and employees closer," Mosh.cn's Guan says.

"After a year's work, employees need to relax, even if is not a big break. This is especially true this year, since the economic situation is not good and people are losing their confidence in jobs," Guo says.

"An interesting year-end party can help promote a passion for work in the company."

(China Daily 01/15/2009 page18)