People take part in a festival, at a forest park, in Hangzhou, Zhejiang province, on May 5, the day summer begins. Li Zhong / for China Daily

Guidance

An increasing number of consumers are seeking guides that provide more information on the traditional art of "living in accordance with the times". Books and photo albums detailing the 24 solar periods are among the most popular guides.

Xiao Yuan, a backpacker who has been traveling around China since 2007, said he has visited Hangzhou, the capital of Zhejiang province, more than 20 times, because he read a book about the 24 solar periods in the city.

"It is amazing that the food, the people, the scenic spots are all so different during the different phases of the year," said Xiao.

Usually travel guides list the most popular sightseeing spots, based on the demands of the travelers — be they zealous shoppers, theatre-goers, adventurers, or just someone who favors sleeping in a cozy bed at a resort hotel.

"Seeing a city in a different light, within the frame of time changes, brings something new to traveling. You don't need to boast, 'Look, I've been to 200 cities.' Instead, you can say 'I've seen 24 faces of the same city,'" said Xiao.

For example, the best time to visit the Manjuelong area in Hangzhou, is around qiufen, the autumnal equinox, when sweet-scented osmanthus flowers are in full bloom. Nothing feels better than sipping green tea amid the sweet fragrance of osmanthus, under the silver moonlight, said Xiao.

Miao Sihui, a consultant with Shanghai-based Siyuan Consultancy said the market strategy based on the 24 solar periods is smart and draws on people's psychological needs.

"Nowadays people have a stronger desire than ever to get close to nature and share genuine interpersonal relationships. Consumption during the 24 solar terms mirror those urges precisely," said Miao.

Solar-term related consumption can help people to connect with changes in the zodiac. The resultant consumption is mainly about caring for people in intimate relationships, such as family members, and don't focus on exuberance. Rather, the focus is "in accordance with the natural environment", said Miao.

Another nice selling point about solar-term themed marketing is that it provides 24 opportunities every year.

"Twenty-four is a big number, and it runs in a cycle. You can do it throughout the year, and it helps to cultivate frequent visitors," said Miao.