by Azoya Consulting
Chinese New Year is fast approaching and top brands are gearing up for the big holiday, which falls on February 5th this year. Top brands such as Gucci and Longchamp have already launched unique new product lines to commemorate the Year of the Pig.
We talk about how brands are preparing and give tips on how to approach Chinese New Year.
Gucci looks to Disney inspiration to launch retro-style pig designs
Gucci is taking the year of the pig in stride, launching a series of pig-design clothes, bags, and accessories. The collection includes a 9,900 RMB Three Little Pigs-themed wallet to commemorate the new year. The design is a retro play on Disney’s classic Three Little Pigs characters.
Gucci customized its mini-program specifically for the occasion. There are animated pigs on the front page, as well as serious-looking models standing around with pigs.
Source: Gucci WeChat Mini-Program
Source: Gucci Official Website
Analysis: Gucci’s approach this year was great. While many Chinese consumers may not necessarily recognize Disney’s Three Little Pigs reference, the retro designs are an interesting and unique play on the Year of the Pig theme. Chinese customers have also been humored by the pictures of models and pigs everywhere.
Longchamp partners with long-time influencer partner Mr. Bags to launch pig-styled handbags
Longchamp is taking the year of the pig in stride, partnering with its long-time influencer partner Mr. Bags to launch a new collection of pig-adorned handbags. The collection consists of bags in black, pink, and transparent colors.
Longchamp’s WeChat mini-program store highlights the new limited-edition collection. Mr. Bags also held an offline promotional event with his fans to create buzz, in collaboration with Longchamp. In partnering with Mr. Bags, Longchamp has chosen a respected voice in the handbag world that customers trust. Mr. Bags regularly launches co-branded, exclusive collections that are reserved for his most loyal fans.
Source: Longchamp Official Website
The above picture shows Mr. Bags holding a small pig in a joint promotion with Longchamp. Source: Mr. Bags Official Account
Analysis: Launching a collection specifically for Chinese New Year and the pig theme conveys the brand’s dedication to its Chinese customers. Working with top KOLs and hosting offline events with fans is a great way to increase brand engagement and buzz.
Coach is using flash sales to sell its pig-themed clutches
This year Coach also rolled out pig-themed bags and accessories, using its flash sales mini-program to highlight its new line. Flash sales mini-programs are easier to access and only contain a few SKUs, making it easier for customers to make impulse purchases and share with friends.
Source: Coach WeChat Mini-Program
Analysis: Like many other brands, Coach is using its mini-program as a single-function venue to highlight its most exclusive new products. Its new pig line is representative of its dedication to the China market.
Pandora allows customers to customize their own bracelets and necklaces with pig ornaments
This year jewelry brand Pandora’s mini-program encourages its fans to customize their own bracelets with Chinese New Year-Themed accessories. Customers can add pigs, dragons, and other trinkets to celebrate the new year. Afterwards, they can order their products and have them shipped to their door; with WeChat Pay included, it's a seamless, closed-loop transaction.
Source: Pandora WeChat Mini-Program
Analysis: Allowing customers to customize their products makes them feel more engaged with the brand. Doing it on WeChat makes it easier to share with friends and family, adding a social element to it. Adding a Chinese New Year theme was a creative way to do this, and Pandora nailed it this year.
1. Red and gold are key colors for Chinese New Year, as they represent prosperity and joy. Colors to avoid would be white, which represents death. In fact, during Chinese funerals the participants generally wear white costumes.
2. Package together gift sets for Chinese New Year. Chinese New Year is the one time of year where people go back to their hometowns to meet old friends and family members. It is fairly common for people to bring back gifts for their loved ones. Providing gifting options for customers is a good strategy that retailers such as Sephora have done well.
3. Use cute cartoon art to appeal to Chinese consumers. In the West, people prefer ads adorned with real-life models. In China, it is much more common to use anime-like cartoons to promote advertisements. Cutesy pig designs on products and advertisements will do much to help you connect with Chinese customers.