Some People Are Glad That Someone Is Asking For Suspicion. Is The International Brand Really Reading "China Year"?

Every year, big international cards will seize the business opportunities and promote sales promotion.

For example, during the Spring Festival, some luxury brands will choose to launch a red single product or a creative design containing elements of Chinese zodiac. This will win the eye of Chinese consumers in order to get a slice of the holiday economy.

However, in the past few years, many famous international versions of the limited edition of monkey year, chicken year and dog year have gained a lot of praise and praise. In fact, it is not easy for foreign brands to play with Chinese year.

Not long ago, the British luxury brand boblie released the new year's promotion film called "the new millennium". However, the film was criticized after being released. Due to the strange scenes, the gloomy tone, the cool expression of the characters, no festive atmosphere of happy reunion, many Chinese consumers Tucao and even disliked it.

Boboli China responsible person explained that the theme of this new year's blockbuster is "four generations in one hall", which is intended for the family to join hands to perform the reunion photo, and lean close to each other.

He said that the original intention of launching the brand in China in the year of the year was good, and it was helpless to be tucking away.

Some Chinese consumers complain that the whole scene is so gloomy that they can not see the festive atmosphere of warm reunion.

This New Year blockbuster is intended to reflect the atmosphere of Chinese family gathering during the Spring Festival. However, the overall tone is grey and the four generation is cold. Many consumers have expressed "discomfort" and "ambience".

British local media also attacked the blockbuster in the Chinese market.

Some media pointed out: "the Chinese New Year is a festival of luck, festivity and blessings, so the common cold expression in Western advertising models can not be accepted by the Chinese."

The media also takes Boboli as an example to explore how international luxury brands can succeed in China's new spring promotions.

If a foreign brand plan to launch a marketing campaign aimed at the Chinese market, it should adopt a way more easily accepted by the Chinese audience.

There are also British local media affirming the move of Boboli, and explained: "some western brands will conduct regular marketing in China during the Spring Festival. If 2019 is the year of pig, then the poster or product of the golden pig will be released, and of course, it will also be accompanied by a happy red, but this marketing advertisement is obviously lacking in new ideas."

The media commented that Bo Boli was brave enough to break the marketing situation and commended the starting point.

This report also reminds us why the information conveyed by the brand has been misinterpreted and misunderstood, which is very worth pondering.

According to Bo Bo Li's earnings report, its revenue has been sluggish in recent years, and it did not recover until 2017.

As of the third quarter of December 29, 2018, boboley's retail revenue fell slightly.

Bo Boli CEO has said before that Bo Bo Li has entered the brand pformation and positioning adjustment period.

It is still unknown whether Boboli can successfully achieve the goal during the period of pformation and adjustment, but this year's failure in China is a blow.

On the eve of the Spring Festival of 2019, China opened its major international official website.

Many international brands emphasize the traditional elements such as pig year and Chinese red in the design of new year's products, such as handbags with piglets, piglets, dolls, and clothes and shoes printed with piglets.

In this regard, Boboli is not the only brand that has been tucked out. Some of the "big acclimatized" Spring Festival custom items are also ridiculed.

Printing the word "Fu" on shoes, printing chickens, dogs and other zodiac signs on clothes, if these designs are not designed in Chinese, and can also be explained by cultural differences, then it is only possible to evaluate misunderstandings and misunderstandings of Chinese life style and collective feelings, such as printing piglets on the clothes in the Qing Dynasty, showing the use of chopsticks and so on.

Therefore, in the face of the consumption golden period like the Spring Festival, if the national brand does not want to miss the opportunity, it is necessary to understand Chinese traditional customs and cultural background with diligently.

For example, this year, Italy luxury brand GUCCI launched the "three * * pig" new year special series, one of which is priced at 9900 yuan for three "little pig" handbags, which is only available on the official website of China.

This market idea has won wide acclaim.

This series features different, naive piglets as the theme design, decorated with a variety of GUCCI logo products.

It is reported that the three piglets were taken from the piglet image of the animated short film "Three Little Pigs" produced by UNITED ARTISTS in 1933.

This short film produced by Water Disney (Walt Disney) has not only won the sixth best animated short film of Oscar in 1934, but also bred the image of three piglets who are deeply rooted in the hearts of the people.

The GUCCI and Disney worked together to decorate the original three piglets with decorations in scarves, T-Shirts, pajamas and knitted sweaters.

In response to this series, GUCCI's Chinese New Year celebrating movie shows a leisurely and carefree life scene accompanied by pet pigs.

These images are taken on the streets of Manhattan, or in Central Park, where the atmosphere is relaxed, explaining the natural feelings between human beings and animals.

During the Chinese new year, GUCCI's official app APP also launched exclusive interactive content. Users can take photos with pig self timer or take short videos of dancing with piglets.

Some people even joked that these three enchanting GUCCI piglets could replace piggy page and become the image of the pig in 2019.

Big cards do marketing first.

During the Chinese new year, some big international cards, like GUCCI, are quite sincere. They are eager to move out all their families. The Spring Festival series is also a product of many products, with all their needs, and a lot of effort. Some of them are also very attentively not to blindly use red, but to create Chinese products creatively.

Through the contrast of the effect of China's annual creativity launched by GUCCI and Boboli, it can be seen that international brands are the right way to compete in China.

Although Boboli wants to cater to Chinese festivals, he does not seriously understand the humanistic feelings of this festival. He simply understands with his own aesthetic experience, lacks accurate grasp of Chinese New Year's festival culture, neglects the connotation of Chinese festivals, and exposes ignorance of Chinese culture.

The whole family photo taken on the theme of the "new millennium" is a bit of a reunion.

And this year, the Burberry New Year series still insists on using classic single products, such as the printed printed square scarves and khaki striped overcoats, which are very inconsistent with the Chinese New Year's happy festive atmosphere.

Fashion as a popular culture, even if the public does not accept even disgust, even modern ideas, and high-end techniques, I am afraid that they will become self talk and entertain themselves.

And this time, GUCCI is really on the bright side.

GUCCI did not use the usual way of thinking to adopt the Chinese Lunar New Year's red. Instead, it launched three cute cartoon pigs, which completely subverted the impression that consumers had been sticking to the stereotype of GUCCI.

Some consumers said: "this time there is a fat pig, GUCCI is lively and lovely.

For example, on the canvas handbag which is sold in the official website of China, three piglets are paired with classic red and green striped webbing, which is a little bit serious, especially interesting.

According to Bain's global luxury market monitoring report, China's luxury goods sales in 2017 were about $22 billion 70 million, up 20% from 2016.

At the same time, China's luxury market accounts for 32% of the world's consumption share, which exceeds 22% of the US and 18% of Europe.

According to Bain's statistical analysis, by 2025, China's share of global luxury market share will rise to 45%.

As a result, many international brands attach great importance to the Chinese market, and the problem of heavily relying on Chinese consumers is also reflected.

In recent years, many fashion brands have launched a large number of Chinese creativity and Chinese design out of the importance of the Chinese market. This is a good thing.

However, it is not enough for international brands to be interested in Chinese culture. If we want to win the favor of the Chinese people and win the Chinese market, we must first catch up with the atmosphere and learn more about Chinese life.