Chinese New Year marketing engagements include both brand and organic content.

Luxury Sector Chinese New Year Marketing Summary Insights 

1. The presence of offline artistic installations have increased significantly compared to last year during this Chinese New Year marketing season, indicating a more substantial investment in physical presence and engagement.
2. Online interactions, especially through WeChat H5 games, have become more prevalent, with innovative red envelope (red packet) mechanisms being introduced to engage consumers.
3. Marketing efforts have become more localized, as evidenced by the use of Chinese New Year-themed short films, which resonate more deeply with the local culture and traditions.
4. There’s a noticeable reduction in collaborations with IP characters, particularly compared to those related to the Year of the Rabbit, likely due to the significant differences between Chinese and Western interpretations of dragons, which often spark discussions.
5. Some brands have opted not to use dragon imagery in their campaigns, a departure from the previous year where rabbit motifs took dominance in Chinese New Year marketing campaigns and products.
6. A deeper exploration of traditional Chinese culture beyond the obvious symbols like dragons and the color red

Offline artistic installations

The recent Chinese New Year marketing campaigns by luxury brands have showcased a significant uptick in the deployment of offline artistic installations, a testament to the brands’ heightened commitment to immersive customer experiences. This year, the venerable Louis Vuitton orchestrated an ephemeral pop-up space for its Spring/Summer 2024 Menswear collection in Shanghai and Beijing, drawing inspiration from the sun element—a central motif of Pharrell’s debut series as the brand’s Men’s Creative Director. This thematic choice reflected in the collection’s warm hues and ornamental luminosity was brought to life through these physical spaces, reinforcing the connection between the brand’s aesthetic narrative and its architectural manifestations.

Simultaneously, Louis Vuitton’s home in Chengdu’s Taikoo Li presented an even more eye-catching installation for the Year of the Dragon. Set against the backdrop of the millennial Daci Temple with its two standalone buildings and an open courtyard, the installation featured a commanding dragon that encapsulated the charm of the “Land of Abundance,” resonating with both cultural significance and contemporary relevance.

Moreover, Italian luxury brand Fendi seized the festive period as an opportunity to launch a collaboration featuring the iconic Pokémon franchise and Japanese streetwear designer Hiroshi Fujiwara’s Fragment. The Fendi x Fragment x Pokémon collection integrated beloved dragon-themed characters from Pokémon with Fendi’s highly recognizable Peekaboo and Baguette bag designs, merging them with the classic FF motif. This creative synergy was celebrated with a unique flash store in the East Square of Chengdu’s Taikoo Li, showcasing the innovative interplay between iconic brand symbols and pop culture elements.

These installations exemplify how luxury brands are increasingly investing in elaborate, tangible art pieces to elevate their in-person engagement, crafting an intertwined narrative of tradition and modernity that not only captures the imagination but also creates distinctive, memorable experiences for consumers.

Evolving digital engagement and WeChat mini-programs

This Chinese New Year marketing season, luxury brands significantly leveraged WeChat mini-programs for heightened user interaction, offering exclusive red packet covers, wallpapers, and emoticons. Unlike the direct claim methods of previous years, more brands now require entry and registration via mini-programs, capturing valuable consumer data for future marketing endeavors (e.g., targeted SMS campaigns). The engagement strategies have evolved, incorporating keyword searches, link sharing, and interactive games to unlock exclusive content, enriching the user experience. WeChat’s latest module template enabled brands to integrate ads, lucky draws, and product promotions seamlessly, maximizing engagement.

Van Cleef & Arpels introduced a Chinese New Year marketing interaction that included dragon-themed emoticon packs, the collection of lucky wallpapers (with a chance to win a hidden red packet cover upon gathering all four designs), and a new year avatar update feature (where users could upload their portrait to generate a themed avatar).

In terms of private domain marketing, after retaining user information, luxury brands like Balenciaga are sending text messages to users, increasing consumer touchpoints.

Other brands, such as Hermès, utilized the limited edition red packet covers as a tool for sales associates (SAs) to connect with clients, with SAs sending them directly to customers via private messages.

This approach not only enhanced direct engagement but also leveraged personalized communication to strengthen brand loyalty and consumer relationships.

Localized storytelling in New Year campaigns

This year, luxury brands have continued the tradition of crafting New Year campaign films, focusing on themes of “hope and expectations,” “prospects and the future,” and “identity,” particularly addressing the existential concerns of contemporary youth. Post-pandemic, these narratives extend beyond the timeless New Year themes of “homecoming” and “reunion dinners,” aiming to resonate emotionally through localized storytelling that simplifies complexity, showcasing respect and sincerity towards cultural nuances.

Bottega Veneta’s “The First Sunrise with You” captures the essence of new beginnings and the relentless pursuit of life’s journeys through the lens of traditional reunion themes, interwoven with the anticipation of dawn’s first light. This narrative not only aligns with the cultural significance of greeting the New Year but also addresses the aspirations and anxieties of modern Chinese society, showcasing a deep respect and understanding of local sentiments.

Though not a luxury fashion brand, Ganni’s campaign, inspired by the traditional “dragon boating,” is a noteworthy one. It connects with Chinese cultural heritage while highlighting themes of female empowerment and collective strength. By depicting athletes overcoming limitations through unity and determination, the campaign resonates with the contemporary Chinese values of resilience and community, reflecting the brand’s commitment to embracing and honoring Chinese traditions and the evolving identity of its people.

Declining IP collaborations and cultural interpretation challenges

In the Year of the Rabbit, fashion brand marketing frequently featured collaborations with designers and iconic cartoon characters, such as Coach x White Rabbit, Chloé x My Melody, Givenchy x Lucky Rabbit Ozwald, and Moncler x Roger Rabbit. This year, however, there’s been a noticeable decrease in such IP collaborations. Even those that have launched face scrutiny, particularly regarding their relevance to the “Chinese Dragon.”

Dior’s partnership with Japanese contemporary artist Otani Workshop produced a green monster TANILLA. Upon release, many criticized it for not representing the “Chinese Dragon,” with feedback ranging from its appearance being “ugly” and “abstract” to outright “ghastly.”

Products featuring this design, including jackets with a burnt color effect, prints that obscure the face, and dragon scarves with an unclear motif, have been particularly disparaged. Some netizens dubbed the design as a “zombie dragon,” neither festive nor auspicious, predicting it to quickly become discounted stock.

This backlash underscores the unique emotional connection Chinese people have with zodiac symbols, expecting the Chinese dragon to embody power and protection, not the characteristics of a “dinosaur” or a “European-style evil dragon.” This mismatch in cultural expectations likely contributed to the reduced number of IP collaborations this year, as brands aim to avoid controversy and more deeply respect traditional Chinese sentiments.

Creative approaches beyond literal dragon imagery

This year, in contrast to the rabbit-themed marketing saturating last year’s campaigns, several brands have strategically refrained from directly incorporating dragon imagery into their Chinese New Year products. Seeking a more creative and thematic approach to zodiac marketing for the Year of the Dragon, these brands have found innovative ways to honor the dragon theme without resorting to explicit depictions.

Bottega Veneta utilized its sophisticated weaving techniques to mimic dragon spines and scales, subtly celebrating dragon culture through craftsmanship rather than literal representation.

Givenchy, in collaboration with Juanzong Bookstore, released the 2024 Dragon Scale Scroll, drawing upon the classical Chinese bookbinding method known as dragon scale binding, named for its pages that fan out resembling dragon scales.

Loewe tapped into the Chinese appreciation for jade and its symbolic meanings. The brand commissioned jade carving masters to create three limited-edition jade pendants. Additionally, each jade-color-inspired Flamenco Mini clutch bag comes with a special pouch containing a jade piece in a matching color, symbolizing good fortune for the new year.

Cosmetics Industry Chinese New Year Marketing Ranking

Compared to 2023 Chinese New Year marketing, most international brand rankings for Chinese New Year do not show big changes. Young cosmetic brands have exhibited remarkable growth, including brands like TIMAGE, First Impression, and JUDYDOLL. The rankings for established brands such as Chanel, Dior, and Giorgio Armani show relatively stable positions with minimal changes.

There is a dynamic and rapidly growing market for brands that are relatively young in the market, which are becoming increasingly competitive and are resonating more with local consumers.

Douyin’s cosmetics sales are growing at a strong rate, with a 111% GMV growth in Jan 2024. Comparatively, Tmall’s cosmetics category has a 12% decrease during the same time, showing that it is losing traction to Douyin.

Shu Uemura plays with Nostalgia Marketing and cultural alignment

In the Chinese New Year marketing campaign by Shu Uemura, contrasting outcomes from collaborations with two distinct celebrities highlight an important strategic consideration. The brand’s engagement with Wang Yibo, a prominent figure with substantial influence among younger audiences, indeed generated significant short-term traffic. However, this approach, often characterized by hefty endorsement costs, may not ensure a sustained interest in the brand itself, as the followers are typically more celebrity-driven rather than brand-loyal.

Conversely, the partnership with Carman Lee (李若彤) tapped into a more profound cultural and nostalgic vein. She is an actress revered for her portrayal of Xiaolongnü, the ethereal ‘Dragon Girl’ from the famed ’90s TV series “The Return of the Condor Heroes”.

Her association with the character Dragon Girl deeply rooted in the cultural fabric, presented an authentic alignment with the brand’s campaign theme, resulting in higher engagement and bookmarking figures. The Little Red Book post featuring her got over 7000 engagements with a much higher comment rate and bookmark rate compared to that of Wang Yibo. This suggests a more enduring connection with consumers. Carman Lee’s influence comes at a likely lower cost, yet it appears to resonate on a more substantial level, potentially leading to a lasting affinity with the brand beyond the campaign’s run.

With a 12% annual decline in China’s cosmetics sales in 2023, the reliance on tier 1 celebrities for quick traffic surges might not be the most prudent financial commitment. Brands should consider a balanced approach that combines the widespread reach of popular figures with influencers who have a more resonant cultural or niche appeal. This dual strategy could optimize marketing budgets while fostering a deeper and more sustainable relationship with consumers, steering clear of transient trends and instead building a loyal customer base rooted in shared values and cultural relevance.

Conclusion

Luxury brands have adeptly navigated the festive Chinese New Year marketing period, unveiling a blend of innovative physical and digital marketing strategies. By emphasizing offline artistic installations, alongside the smart use of WeChat mini-programs for interactive digital engagement, brands have created immersive experiences that establish multi-touchpoints with consumers. Coupled with a shift towards localized storytelling and creative interpretations of zodiac themes, luxury brands show commitment to marrying tradition with modernity, ensuring cultural relevance and fostering deeper consumer connections without leaning on explicit or potentially culturally insensitive imagery.

In the cosmetics industry’s Chinese New Year marketing, a notable shift favoring Douyin’s digital platform. The remarkable growth of brands like TIMAGE and Douyin’s 111% sales increase underscore the changing consumer dynamics. Additionally, Shu Uemura’s nostalgia-driven campaign with Carman Lee highlights the power of culturally resonant marketing.

Overall, Chinese New Year marketing reveals a sophisticated interplay between tradition and innovation across the luxury and cosmetics industries. By integrating artistic installations and digital interactivity, embracing localized and culturally nuanced content, and strategically leveraging nostalgia and celebrity influence, brands have demonstrated a nuanced understanding of the Chinese market, setting a precedent for future marketing strategies that prioritize cultural sensitivity, creativity, and authentic connections, ensuring the continued relevance and appeal of luxury brands in a rapidly evolving consumer landscape.

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WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

Contact us at: info@walkthechat.com

The post Chinese New Year Marketing: Luxury and Cosmetic Brands Are Redefining Strategies for the Modern Chinese Consumer appeared first on WalkTheChat.

China’s fashion landscape has witnessed a transformative shift in recent years, as the lines distinguishing men’s and women’s wear have increasingly blurred. Genderless, or gender-neutral fashion, emerges not just as a fleeting trend but as a potent statement of individuality and cultural evolution.

Mentions of this fashion-forward movement on the influential platform Red (Xiaohongshu) have seen a surge, doubling in just half a year, and still maintaining a steady growth rate averaging 16% per month.

In our deep-dive today, we shall explore:

• Defining Nuances: Essence of Genderless Fashion in China
• Pulse of the Trend: A detailed sentiment analysis unveiling the demographics engrossed by this trend and what magnetizes them to its allure
• Trendsetters & Trailblazers: Unraveling categories at the forefront of the genderless wave
• Brands in Focus: A curated spotlight on premium, luxury labels, and emergent designer brands shaping this revolution

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

With an unwavering momentum, Genderless Fashion discussions have amplified, registering a consistent monthly growth of 16%.

This avant-garde movement is characterized by its androgynous silhouettes and a curated palette of neutral tones such as different shades of black and grey, boldly challenging and reshaping conventional gender boundaries.

Delving into the specifics, Fashion Apparel still commands the spotlight in this discourse, while handbag and footwear subtly complements the broader narrative.

Despite its ethos of shattering traditional norms, it’s intriguing to note that the pulse of the gender-neutral fashion movement beats strongest among females embracing ‘boyish’ aesthetics – they dominate over 80% of the conversation.

So, what’s the allure?

Delving deeper, our analysis reveals that a significant 12.85% of posts on genderless fashion resonate with the term “boyishness” (少年感) – a contemporary digital-age vernacular capturing a youthful, spirited energy.

This trend isn’t just about sartorial choices; it’s a nuanced narrative, challenging deeply-rooted Asian cultural prescriptions and expectations of gender representation.

In today’s fast-paced world, many are drawn to the uncomplicated allure of genderless fashion.

Beyond just breaking gender norms, this movement champions a relaxed and effortless aesthetic. Oversized, free-flowing silhouettes stand out as a hallmark, offering consumers a seamless blend of style and comfort for everyday wear.

Our study further underscores this sentiment: a notable 6.08% of genderless fashion discussions highlight “oversize” as a key theme, reflecting a growing priority of comfy and “feel-good” aesthetics in consumers’ daily choices.

In a categorical breakdown, sweatshirts stood out as the leading genderless apparel for September, capturing over 20% of the social mentions linked to Genderless Fashion. Their rise can be attributed to the dipping temperatures, positioning sweatshirts as a universally adaptable and effortless fashion staple.

Additionally, jackets and cargo pants are gaining traction, frequently highlighted in top-trending social discussions, outpacing other categories in engagement.

When pinpointing brands at the forefront of the genderless fashion movement, Uniqlo shines as the quintessential choice for the broader audience, especially this September.

The U series is distinctly promoted for its androgynous appeal, exemplified by male influencers who proudly showcase acquisitions from the women’s collection, such as versatile pieces like the trench coat.

In parallel, the renowned French designer brand, Lemaire, known for its minimalist and ageless aesthetics, often finds itself in the spotlight of social conversations. Notably, Uniqlo’s U Series is often touted as the “budget-friendly alternative” to Lemaire, further emphasizing its influence and reach.

Rising Chinese designer brand, Grotto, is pioneering in the genderless handbag arena.

Embodying ‘Born for Freedom’ in its DNA, Grotto employs materials like sheepskin to craft signature designs, mimicking the texture of rocks with uneven creases in the leather.

Despite global challenges like the pandemic, the brand’s Tmall sales have grown 56.5% YOY over the past three years. Emphasizing its commitment to gender-neutral fashion, Grotto continues to reinforce its gender-neutral positioning by expanding collections in this trend, with over 60% of the Tmall revenue coming from products labeled with “genderless” keyword. The brand expertly taps into this rising trend, continually resonating with its core audience.

Genderless handbags prioritize functionality, often showcased in a muted color palette.

These versatile bags, characterized by ample capacity and predominantly in black, cater to daily commutes or brief excursions, resonating with a broad spectrum of consumers irrespective of gender.

In the world of luxury fashion, brands are embracing the genderless movement with fervor.

GUCCI, under the helm of Alessandro Michele in the past 10 years, has been at the forefront of this revolution. Embodying a Retro Renaissance flair, the brand’s designs are replete with embellishments, creating a maximalist spectacle that epitomizes Gender Fluidity. This approach has resonated deeply with younger generations, reaffirming GUCCI’s position in the luxury segment.

GUCCI’s outerwear, encompassing jackets and sportswear collections, resonates universally, transcending gender boundaries. The brand’s timeless aesthetics and effortless elegance appeal to a broad spectrum of enthusiasts, underscoring its unparalleled appeal in the luxury fashion realm.

However, with Sabato De Sarno now steering the creative ship, GUCCI appears to be revisiting its subtle luxury DNA during its “golden age” – roughly from late 1960s through the 1980s. As we progress into 2023 and beyond, it will be intriguing to witness the evolution and adaptability of this esteemed French luxury house amidst the ever-evolving fashion landscape.

In addition to established European luxury labels, emerging premium Asian brands are making significant inroads in the gender-neutral fashion movement.

Yohji Yamamoto is celebrated for his avant-garde approach, melding Japanese tradition with modern flair.

Noted for his frequent use of black, his designs often showcase oversized, draped silhouettes and impeccable tailoring. By blending menswear and womenswear elements, Yamamoto crafts pieces that transcend gender norms, all underpinned by a distinct blend of rebellious spirit and poetic melancholy.

Chinese designer brand TOFOURTH stands out with genderless designs captivating the young, style-conscious demographic.

Embracing the motto “Nothing is Perfect,” the brand delves into the nuances of fashion, blending innovation with distinction, and simplicity with serenity. Celebrated for its avant-garde ethos, TOFOURTH is a go-to choice for contemporary fashion enthusiasts.

Disclaimer

Conclusion

Driven by younger generations’ desire for self-expression, Genderless Fashion movement challenges traditional gender norms and embraces a more inclusive, fluid perspective on style.

The appeal of genderless fashion in China lies in its amalgamation of edgy designs with an effortless allure, capturing the zeitgeist of contemporary urban youth.

Domestic and international brands have taken note, launching collections catering to this evolving sartorial sentiment. Yet, it’s not just about androgynous cuts or oversized silhouettes; it’s about redefining what fashion means in the context of identity. From wide-legged trousers to innovative fabric juxtapositions, these designs are lauded for their versatility, allowing wearers to craft a uniquely look.

In tandem with global movements championing gender fluidity and diversity, China’s genderless fashion wave symbolizes a broader societal shift. The nation’s youth are not just wearing their clothes; they’re wearing their values, beliefs, and aspirations.

In a rapidly modernizing and globalizing society, the embrace of genderless fashion signifies a step towards a more open, accepting future where style is limitless and self-expression knows no bounds.

The post China Fashion Frontier: Genderless Fashion Discussions Doubled on Social Media appeared first on WalkTheChat.

The “Maillard Style“: A culinary-inspired fashion sensation, this trend, reminiscent of the browning reaction observed in steaks, witnessed an astounding surge in August, seeing a +28,900% increase in mentions on Red/Xiaohongshu.

In this edition of our micro trend report, we delve into:

• The Core of the Maillard Style: Understanding its essence.
• Digital Footprint: Evaluating its prevalence across Chinese social platforms.
• Consumer Pulse: Analyzing sentiments and apprehensions related to the trend.
• Origin Story: Tracing back to where and how it began its meteoric rise.
• Aesthetic Exploration: A detailed color and style assessment.
• High Fashion Interplay: Its alignment with luxury and designer brands.
• Versatile Applications: How the Maillard style is mirrored in clothing, makeup, hair color, footwear, accessories, handbags, and beyond.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

“Maillard style” draws inspiration from the Maillard reaction, a sophisticated non-enzymatic browning process in culinary arts.

It captures the nuanced transformation of hues, akin to a steak transitioning from raw to cooked, creating a palette of rich and varied shades.

This style is characterized by a vast spectrum of brown tones, punctuated with strategic accents of vibrant orange-red. A palette evoking sophistication, it resonates deeply with those in the luxury and fashion sectors who appreciate the subtleties of color interplay.

Topics around “Maillard outfit,” distinguished by its layering of multifaceted brown hues and punctuated by bold orange accents, accounted for 40% of Top fashion keywords on Red during the month. This trend has captivated the sartorial sensibilities of Chinese fashion-savvy youth, marking a significant shift in the style narrative.

Furthermore, in contrast to the “Dopamine style” prevalent in the year’s first half, the “Maillard chic” offers a more complementary palette for Asians with yellow undertones. This nuanced color interplay enhances the skin’s appearance, imparting a luminous and refined texture, particularly resonating with this demographic.

The “Maillard style” is widely recognized for its adaptability and versatility, making it apt for many occasions, from work, leisure, dating, outdoor activities, and more. Its mastery in color layering and blending stands out as one of its prime attributes.

However, some critics have voiced concerns, suspecting that the trend’s popularity may have been artificially propelled for commercial objectives.

So, how did it rise to be a phenomenon?

The meteoric rise of the Maillard fashion concept from relative obscurity to widespread popularity is attributed to a strategic partnership between GQ Magazine and Douyin.

On August 6, 2023, these industry powerhouses collaborated for the “Douyin Fashion Trend Release” event. This wasn’t just any showcase; it was a Maillard-themed fashion spectacle.

By leveraging the influence and reach of prominent fashion figures and celebrities, the event witnessed a flood of short videos centered around the Maillard theme. To further the engagement, GQ Lab hosted Maillard-themed livestreams, ensuring that the style was imprinted on the minds of fashion enthusiasts everywhere.

The Maillard trend took off when more influencers and brands jumped on board with Douyin’s official Maillard fashion events. Soon, this trend wasn’t just big on Douyin.

Celebrities and fashion influencers started posting their Maillard styles on other platforms, especially Red. This made the trend even more popular across Chinese social media.

Recognizing the immense traction, numerous fashion labels swiftly unveiled their own Maillard-themed collections. In a span of merely ten days, from August 16th to August 25th, over 400 brands rallied behind the Maillard initiative. This wave of enthusiasm led to staggering sales worth 300 million RMB on Douyin alone.

Maillard is a unique shade within the brown palette, which is distinct from traditional earthy tones. While earthy colors are inspired by nature and often have green undertones, Maillard channels the hues of steak with a tilt toward reds.

Its harmony with Asian skin tones further amplifies its popularity and appeal.

Prominent global luxury and designer brands are making waves in the Maillard-style dialogue. Luxury brands such as Hermès, MaxMara, Miu Miu, and Saint Laurent, as well as designer brands like Tory Burch, The Row, MSGM, etc, have made significant inroads by curating timeless collections that embrace this aesthetic.

The Maillard style, merging “old money” and “quiet luxury” cues, encapsulates a retro and sophisticated representation of urban women. Esteemed designers like Hermès have historically gravitated toward earthy palettes to craft subtle, elegant pieces.

Today’s affluent Chinese consumers are eschewing overt, large logos that turn wearers into “walking billboards.” Instead, they’re gravitating towards a garment’s timeless and versatile appeal. The Maillard style’s alignment with the ethos of “quiet luxury” has been pivotal in its swift ascent in popularity.

The adaptable Maillard color palette has seamlessly permeated various facets of fashion, spanning clothing, hair dye, makeup, handbags, accessories, and beyond.

Either cowboy boots, sneakers, or canvas shoes, shades of brown are frequently chosen to complement Maillard-inspired ensembles.

To elevate the Maillard ensemble, incorporating golden accessories imparts a touch of refinement. Jewelry, be it necklaces, rings, earrings, or even embellishments on hats in harmonizing golden hues, enriches the outfit, adding layers of sophistication and depth.

Bags crafted from leather and suede epitomize subdued elegance.

Typically devoid of excessive adornments, Maillard-inspired bags lean heavily on the innate beauty of leather and suede. Paired with coordinating attire, they elevate the overall aesthetic, lending a rich texture to the ensemble.

Conclusion

In recent times, the Maillard style has emerged as a defining force in the fashion realm, drawing its unique inspiration from the browning reaction observed in steak.

This singular fashion narrative skyrocketed to prominence, dominating August’s social media discourse and accounting for an impressive 40% of top fashion keywords on Red. While the style is lauded for its versatility and adaptability, it hasn’t been without its detractors, some of whom view its ascent as artificially manufactured.

A key appeal of the Maillard palette is its innate harmony with Asian skin tones, casting a flattering hue. This allure has not gone unnoticed by global luxury and designer brands, who have ventured into this domain with iconic brown-shaded outfits, further fueling conversations around this trend.

The Maillard style, in essence, amalgamates hints of “old money” sophistication with the subtlety of “quiet luxury,” crafting an image of retro urban elegance. Its versatility is evident in its expansive reach across various fashion domains, from clothing, handbags, accessories, and shoeswear, to hair dye and makeup.

As it continues to define and shape fashion narratives, the Maillard style underscores a fusion of timeless design with contemporary sensibilities.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post China Fashion Trend: Maillard Style Surges with +28,900% Uptick on Social Media appeared first on WalkTheChat.

As the world emerges from the shadows of the COVID-19 pandemic, it’s crucial to examine how various industries have been reshaped by this unprecedented event.

In particular, the handbag industry in China has witnessed significant transformations over the past two years. In today’s article, we will delve into:

• Key takeaways from the post-COVID handbag market overview
• Price range distribution
• Size analysis
• Booming trend: Gender Neutral Approach
• Vintage Luxury: how second-hand market affects purchasing decision
• Evolving consumer preferences and quotes from Chinese KOLs/influencers

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

The first noteworthy trend in the post-COVID handbag market is the divergent performance of affordable and luxury bags.

According to data from Tmall, sales of affordable handbags have declined by a staggering -33%, while luxury handbags have experienced a surprising upswing despite the challenging economic situation, with a +6% increase in sales over the past two years.

This shift underscores a changing consumer sentiment, where individuals are placing a greater emphasis on quality, prestige, and value-keeping purposes regarding their handbag choices.

In the end, affordable handbags are consumer goods and sunk cost, thus are ditched by their target audience during a challenging economic situation; meanwhile, luxury bags can be seen as an investment or asset, thanks to their value and liquidity in the second-hand market. 

Another intriguing observation is the shift in bag size preferences.

Small, compact handbags have gained immense popularity, reflecting a trend towards minimalism and practicality. Small handbags are more versatile for female Chinese consumers and easy to mix and match throughout the year.

Surprisingly, the 4,000-7,000 RMB price range has remained stagnant, representing only 5% of the top 20 handbags sold on Tmall.

Products in this price range find themselves in a dilemma: consumers would rather save money and purchase a more affordable premium handbag or add a bit more budget to get an entry-level luxury handbag.

Post-pandemic, Chinese consumers seek value for money more than ever, demanding quality craftsmanship even when opting for smaller bags or more affordable options.

The concept of gender-neutral fashion has gained momentum in recent years, and the handbag industry in China is no exception. 

As revenue from men’s bags on Tmall declines as a percentage of the platform’s overall bag revenue, brands increasingly embrace gender-neutral styles to appeal to a broader audience, irrespective of gender. 

Notably, six of the top ten men’s bags on Tmall are strategically designed to attract female consumers, reflecting a deliberate effort to expand their market reach.

The success of gender-neutral trend also indicates that consumers are increasingly open to exploring various styles and designs, regardless of gender-specific marketing.

Amid the changing dynamics of the handbag market, vintage luxury bags have staged a remarkable comeback.

Customers now prioritize investing in vintage luxury bags over premium bags from niche brands, leading to an impressive 855% YOY revenue growth for vintage luxury bags on Douyin. 

Quite similar to what happened in Japan after the asset price bubble burst in the 1990s right? 

Consumers are showing an increasing interest in classic, timeless pieces that not only exude elegance and social status, but also hold their value over time.

The final takeaway from the post-COVID handbag market is the changing nature of vintage luxury consumption.

It is no longer solely driven by consumerism; instead, pragmatism is taking center stage. Consumers are looking at vintage luxury bags as investments, recognizing their potential to appreciate in value.

Luxury brands like Hermès and Chanel have sought to reassure their target audience—the affluent class—by significantly increasing prices in recent years, creating a clearer distinction from more affordable luxury brands.

Conclusion

In conclusion, the post-COVID handbag market in China is characterized by intriguing shifts in consumer preferences and behaviors.

Affordable bags are facing headwinds, while luxury bags are on the rise. Smaller sizes and gender-neutral designs are reshaping the industry landscape. Vintage luxury bags return triumphantly, driven by a shift from consumerism to pragmatism.

These trends offer valuable insights for consumers and industry stakeholders, guiding them in navigating the evolving world of handbag fashion in China.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Navigating the Post-COVID Handbag Market in China: Trends and Insights appeared first on WalkTheChat.

In this report, our central focus revolves around the burgeoning Ita-Bag style, which has witnessed a consistent surge in mentions (+95% per quarter) on Xiaohongshu over the past year.

We delve into the essence of Ita Bags and explore the factors contributing to their popularity, particularly among the Gen-Z and Gen-Alpha demographics.

This analysis encompasses an in-depth examination of various facets, such as the current geographical distribution of consumers, age-specific trends, and the influential elements that mold luxury brand offerings.

The analysis is empowered by Doris, WalktheChat In-house A.I. Social Listening Tool.

Itabag is literally translated as “painful bag” in Japanese. It refers to bags that are adorned with an extensive array of anime or manga merchandise.

In Japanese, the word “painful” (itai) can describe an extreme devotion or obsession. Thus, these specially decorated bags, which showcase an individual’s intense passion, have come to be known by this name.

There are several ways to create your own Ita-Bag.

You can either seek the expertise of a professional Ita Bag craftsman or take the DIY route by purchasing a bag and decorating it yourself.

Chinese consumers will usually buy a bag that is easy to customize, for example, with spaces to put plush toys and badge placement. 

Although most Ita Bags are made with affordable bags, we observe some affluent young consumers embracing the practice of adorning their Chanel,  Louis Vuitton, or Dior handbags with beloved characters, proudly expressing their intense passion and distinctive personalities.

Ita Bags have found their strongest following among females from the Gen Alpha and Gen Z demographics, with a particular stronghold in affluent Southern Coastal regions, including Guangdong, Zhejiang, Shanghai, and more.

How can brands capitalize on the burgeoning trend among young and passionate consumers? Incorporating a PVC layer or transparent design provides ample room for creativity and customization, offering an enticing opportunity for brand engagement.

When it comes to materials and colors, Ita Bags in lighter shades, crafted from PVC or canvas, reign supreme among ACG enthusiasts. Denim, known for its versatility and durability, also stands out as a savvy choice for these passionate fans.

While the majority of Ita Bags are fashioned from affordable handbags, there are intriguing instances of enthusiasts transforming designer brands or luxury handbags into these unique creations.

Especially in Asian countries with a vibrant ACGN culture, incorporating Ita Bags into daily attire is far from taboo; rather, it’s embraced with enthusiasm. Young girls adore using Ita Bags as a colorful accessory to complement their cute outfits.

Besides, another common occasion for Ita Bags is Theme Parks, which resonate with people’s delightful childhoods.

WalktheChat is an AI-powered China Marketing Agency supercharged with an industry-leading AIGC and tech team.

Follow us on LinkedIn for more news and insight about China’s digital marketing and luxury landscape.

More reports available upon request.

The post Handbag Micro Trend: How Ita-Bag is Winning Chinese Female Gen Alpha appeared first on WalkTheChat.