Luxury Brands Use Chinese Elements To Please People.

In recent two years, like many luxury brands, Burberry has lost a lot of happiness.

Thanks to China's anti-corruption campaign, sales growth in the Asia Pacific region dropped from two digits to single figures in the second half of last year.

Nevertheless, the Chinese market is still a treasure place for the big players.

The report published by the Institute of wealth and quality shows that Chinese bought 46% of the world's luxury goods last year.

In the face of the huge Chinese consumer groups, luxury brands no longer focus on the marketing of the Christmas season, but also try to understand the customs of Chinese people in the first month, and do marketing around the concept of the Spring Festival.

Burberry made a new year's short film for Chinese people last year. There were no big models in branded costumes. They only highlighted the steed of the New Year Fireworks in London's Big Ben, echoing the new year of horse.

Not only is the zodiac played

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Last year, Hermes sold the theme horse year series jewelry, including a horse headed necklace, bracelet and ring.

This year, brand names including Jacques de la, Vacheron Constantin, Earl and so on are all preparing the new year's limited edition watch for the Chinese New Year and portrayed Zodiac patterns in the dial.

The Italy brand HOGAN has also introduced a limited amount of casual footwear, which has been embroidered with golden thread and sheep year totem.

Luxury brands are not satisfied with the elements such as zodiac, blessings and so on. They also take the task of pleasing Chinese people to search for more Chinese symbols and put them together.

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For example, the clothes and colors of multicolored ink used in Giorgio Armani's costume are inspired by the Chinese bamboo in the GUCCI[micro-blog's "bamboo knot" package design, while the Dior limited saddle bag uses the mysterious color of the Oriental Dragon.

But how luxury brands use Chinese elements is not an easy thing to do, because each luxury brand has already formed its relatively fixed style. If Chinese symbols are added simply and stiffly, the result may be counterproductive.

Burberry exposes this "Fu" scarf on micro-blog, and immediately attracts a lot of ridicule. Many people think that this design is very stiff and looks like cheap wholesale goods.

Some netizens said, "the word" Fu "is too ugly. If you design the font well, there will be a Chinese wind instead of a Chinese character.

Burberry is not the first brand to be criticized for its improper use of Chinese elements.

Three years ago, Hermes launched a five-star red flag package, the design of the package was featured with scaly skin, and the red floor matched four small one and five big yellow stars, like a flag on the shoulder.

Once the package was released, it triggered criticism from netizens. They thought it was neither fish nor fowl to use the Chinese flag in their handbags.

In 2008, the French leather goods brand Longchamp also launched a mailbag with the word "serving the people", resulting in a dismal sales volume.