Many Brands Have Launched Special Chicken Year Products.

According to the world clothing shoes and hats net, 2017 has not arrived yet.

The trend to Vans

To McDonald's and Starbucks, many brands have launched the chicken year special products.

Red, cock, and Fuke have become the standard configuration of these special goods.

Behind this is actually the consumer's psychology of holiday spending.

The consumption desire that can not be satisfied on weekdays will be enlarged during the vacation. Meanwhile, holiday consumption behavior is easy to be followed, bringing a kind of conformity shopping behavior.

Especially for luxury goods such as high priced goods, the demand for gifts will also be highlighted at festivals. Therefore, the most important festival for Chinese people will be so valued by the lunar new year.

The most direct purpose of these new year special products is to increase the sales volume of their respective brands.

No doubt, like Christmas holidays in the western market, Chinese New Year is also a time for Chinese people to increase their consumption desire all year round.

Gucci special year of chicken year

GIVENCHY Spring Festival gift box, tucks like red double happiness cigarette packaging

But Chinese consumers do not seem to buy much.

The tone of comment on these products seems to have never been positive on social networks. The words "bright and blind" appear frequently in various WeChat public articles, especially luxury goods and cosmetics brands. So where is the problem?

In the advertisements of early spring in 2017, a cock has been stiffly joined.

Then Gucci launched the GGRooster printing totem, real silk scarf and other products, which was full of watercolor effect.

LouisVuitton uses the rooster element on the bracelet. I have no more language to describe. Anyway, the three word is "not good-looking".

MCM set a chicken on his classic backpack.

You can easily find many such special year of chicken, hard and strange.

MCM special year of chicken products

Longchamp's chicken annual pack

Estee Lauder's year of chicken

The reason why luxury brands invest so well in China is that the Chinese market has become the biggest contributor of the industry - of course, it is not new.

Data from Bain consulting show that 60% of the products in the luxury goods industry have been bought by Chinese.

Making yourself look more familiar with the market is one of the marketing strategies adopted by luxury brands. The zodiac is an attempt to distance themselves from Chinese consumers.

However, there may be two possible differences between Chinese Zodiac products and the public's aesthetic deviation.

A person who has worked in a luxury brand for nearly 10 years has told an interface reporter that when the New Year holiday is formulated, luxury brands directly define the target audience of these products as the Chinese political and business class, so the exaggerated and direct form of expression is precisely the aesthetic preferences of the group.

When analyzing the phenomenon, the Chinese Outbound Travel Research Institute also pointed out that the reason why domestic consumers scoffed at these new year's events may be that these big brands are not clear enough for Chinese consumers, and the designers' "reasonable imagination" - red, zodiac and other elements. These elements represent the accuracy of the Lunar New Year. But if the consumer behavior of the market is well understood, the foreign designers will find that these elements will not appear in Chinese daily practical consumer goods.

So there is an aesthetic bias of "excessive exertion". Although you represent the Chinese elements, it is just like we do not wear ethnic costumes on the streets, so the big red is really too much.

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But in any case, these extraordinary designs have once again given the dull luxury brand a gimmick of concern.

Although it is not known how many people will buy it, at least social networks are starting to talk about them, even in Tucao.

Arman special make-up is basically not the same as last year.

LouisVuitton's chicken year Bracelet

D&G New Year special

But in the small consumer goods market, the performance of the special year of chicken is quite different.

Probably because of the frequency of consumption, they need to know more about the preferences of consumers in the local market.

The brand of chicken products launched by brands like Starbucks is not only in the state of being rejected by others, but also has some value.

McDonald's chose to cooperate with LINEFRINEDS and launched the new year's egg laying, which is worth 199 yuan and looks like people want to buy it.

Unlike luxury brands, McDonald's limited matching products are not only a concern for blogger, but also a driving force for performance.

Therefore, Chinese elements are not equal to "bright and blind".

Luxury brands still need to learn a little bit from the mass consumer brands, and don't let the annual Zodiac money continue to be an aesthetic stain.

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