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.

This article will give four practical tips to optimize your Red account operation.

Let’s start by understanding how the Red (Xiaohongshu) algorithm works. Red’s recommendation algorithm has a scoring system that measures users’ engagement data during the first few hours after publication and decides if push this content to a bigger traffic pool. The actions by order of importance are: follow > comment > collect (bookmark as favorite) > like.

Therefore, Red content needs to deliver value (for example, outfit ideas, new trends for this Fall/Winter season, basically giving a reason to follow your account) to be featured and attract a follower base. The classical didactic or informative editorial line will not generate engagement. For example, 69% of Red users are young people born after the 1990s: they don’t need to be “educated” or “informed.” Instead, they are looking for equal communication, practical information, and genuine sharing that can bring value. 

1. Write longer content with SEO mindset

The red system will extract keywords from your content, such as topics, geographic location, key phrases that appeared several times, etc., and push the content to users who might be interested, according to their actions on the platform. Therefore, brands need to write content with an SEO mindset. It’s wise to mention the key phrases several times throughout the article so the system can better detect your intention. Still, we need to keep it as natural as possible so the content won’t look too commercial.

How long should a post be?

It’s wise to write longer content (no more than 1,000 words) than just a few lines. The longer your article is, the more probable you will cover more valuable keywords so that the system can extract them more accurately. Even some celebrity content with short texts (which could work well on Weibo) may not work on Red, as the example shown earlier.

What kind of keywords should I cover?

Here are a few different angles to come up with related keywords for your brand:

• scenario or season: daily wear, outdoor ootd (outfit of the day), autumn OL (office lady) look…
• style: Japanese/Korean/French style, elegant, cool girl…
• category: handbag, crossbody bag, tote bag…
• audience: OLs, students, young parents…
• quality or function: premium feeling, classic, minimalistic, photogenic, easy to match…
• trend-related keywords: pick one or two trendy keywords is enough, otherwise the content may sound too “commercial”
• brand-related keywords: keywords related to the brand or brand+product

For niche bag brands, here are more detailed insights that might give you more inspirations.

2. Regular content planning

Maintaining a regular content posting frequency on Red for your followers and for the sake of the system algorithm is crucial.

How often should I post on Red?

Usually, we recommend posting every 3 to 4 days on Red. For new brands, it’s better to start with 12 posts per month to get momentum. But if the resource is limited, you’d rather compromise the posting frequency (for example, reduce to 1 or 2 posts per week) without interrupting the posting rhythm. Irregular posting will harm your brand account in the eye of the algorithm.

Besides, it’s better to use multiple pictures in one Red post as consumers are used to swiping several times, expecting more than just one picture. As a result, creatives might run out faster on Red than on other platforms. So having mid-long-term content planning is crucial.

When should I post on Red?

Generally speaking, Thursday and Friday are when people are more active on Red. As weekends approach, many open Red to search for ideas, activities, restaurant, etc, to plan how to spend the weekends.

During the day, there are also a few peak hours: around noon (lunch break), around 19:00 (off-work commute time), and before going to sleep. Brands can either follow these peak hours or be smart and post a bit ahead of the peak to avoid too much competition.

3. Optimize the first image and title

The first image and title need to capture the user’s attention and will be crucial in improving clicks and CTR.

Usually, pictures in bright colors, with simple but aesthetical visuals, will perform better. Besides, vertical images with a dimension of 4:3 is a better choice than horizontal pictures because visually, they will occupy more space in the feed and therefore has a better chance to grab attention.

As for the title, we recommend keeping it straight to the point within 20 Chinese characters. It’s also wise to include some trendy keywords.

The title and first picture should be connected so that people can instantly know what’s the product. If the content is too uncommon or obscure, users will probably directly swipe away instead of spending time to figure out what it is.

4. Use hashtags

We recommend adding 3-10 hashtags at the end of your post. We can include hashtags about your brand, the product, relevant industry, and recent trendy hashtags related to your business, similar to the selection of keywords.

Besides, Xiaohongshu will regularly summarize and share recent trendy hashtag topics for content creators. Adding hashtags covering different aspects can help the post target users more accurately.

Still want to learn more about Red (Xiaohongshu) marketing? You will find this article useful:

• Little Red Book (Xiaohongshu) Marketing – A Complete Guide

If you have met challenges in your brand’s Xiaohongshu content, engagement, or general marketing strategy, feel free to leave us a message below. We’d be happy to learn more about your context and see how we can help you improve your current performance. Let’s get started now!

The post 4 Tips to Optimize your Red (Xiaohongshu) Content Marketing appeared first on WalkTheChat.

In this article, we will explain:

• Red (Xiaohongshu) updated overview and user persona
• 5 new consumers trends on Red (Xiaohongshu) and opportunities for related brands

Red (Xiaohongshu) Platform Overview

• MAU (Monthly Active User): 200 million, which doubled the size in January 2020 (100 million).
• Geographic: over 50% are living in Tier-1 or Tier-2 cities, such as Shanghai, Beijing, Guangzhou, etc.
• Age: 72% of them are born in the 1990s (Millenials).
• Gender: Female / Male = 70% / 30%. Red used to have 90% of active users being female. However, as the platform grows and content diversifies, it’s attracting more male users and building a more balanced gender distribution.

Red (Xiaohongshu) Users Content Preference Trends

Over time, Red users are showing more diversified interests and behavior. Categories such as food & gourmets, hobbies, home decoration & renovation, and entertainment are the most fast-growing channels.

Here are the 5 types of content that users love to consume in 2022, in terms of post views and search volume:

1. Cooking at home
2. Fitness & workout
3. Fashion & beauty
4. Citytour nearby
5. entertainment at home

Looking for help to define or improve your Red / Xiaohongshu strategy? Talk with us!

Now let’s look at two categories that are more relevant for foreign brands, and see how brands can leverage the uprising trend on Chinese social media.

Fitness & Workout Trends on Xiaohongshu

Following the 2022 Beijing Winter Olympics and the impact of the pandemic, Chinese consumers have become enthusiastic about sport and fitness, especially home workouts. During the Shanghai lockdown, singer and composer Will Liu (Liu Genghong) started live-streaming his home workout training on Douyin and quickly became a social phenomenon.

Thanks to his professional training and positive vibes, Liu became viral all over the Chinese internet. His record is attracting nearly 10 million followers in one day. (source: Xinhua Daily) By June 2022, he has gained more than 72 million followers on Douyin, more than ten times the size before live-streaming fitness content.

Following the success of Will Liu, German fitness influencer Palema Reif also joined Douyin on April 12th. She has attracted more than 11 million followers in two months.

Both of them also have active accounts on Red.

Because of covid, Chinese people have realized the importance of health more than ever before. People actively search for specific sports and fitness training on social media, such as rope skipping, yoga, pilates, etc. Therefore, here’s an opportunity for related industries such as sports and fitness fashion, home workout equipment, etc.

Fashion & Beauty Trends on Xiaohongshu

Fashion & Beauty continue to be trendy topics on Red. According to Red’s internal data of beauty & fashion content, having to wear a mask doesn’t affect Chinese consumers’ pursuit of looking better and more confident.

According to Red’s report on users’ content consuming preference, we can observe the first peak in the click index and search index in October 2021. Chinese consumers used Red as a Chinese “Google” to gather information, and decide what to buy during the 2021 Double 11 Shopping Festival. Both indexes dropped in February after several massive shopping festivals. It quickly picked up again in March 2022, thanks to the Women’s Day Shopping Festival.

According to Red’s Beauty Trends Report published in April, there are four TOP trends in 2022:

• efficient skincare
• Haute makeup
• stacking products
• gender neutrality

Red predicts a promising trend and desire in these verticals during this year because the search volume for these keywords soured in 2021. As the traditional beauty market saturates, new brands entering China have to focus on more segmented verticals. For example, efficient skincare or simplified skincare, functional skincare targeting oily/dry skin, and men’s beauty may see an opportunity here.

Looking for more information about Red / Xiaohongshu marketing? You will find the below articles very useful:

• Little Red Book (Xiaohongshu) Marketing – A Complete Guide
• Xiaohongshu/Red Pushes “Account-Store Integration” to drive In-app Conversion

The post RED (Xiaohongshu) Trends 2022: emerging trends in Fitness, Fashion & Beauty appeared first on WalkTheChat.