World Luxury Brands is Embracing Chinese Elements

China is a huge and crucial market for luxury industry. According to Bain & Co. reported this year, around 30 percent of the World’s luxury purchases were made by Chinese customers, and it is continue increasing. 

In chapter 9 of the book Groundswell, Wining in a World Transformed by Social Technologies, it talked about the importance of embracing the customers, let the customers actually involved in the innovation process of the products, which can greatly help companies to develop new products. While Chinese Market takes up huge percentage in the global luxury market, many companies are trying their best to grab the Chinese customers. 

One of the most important ways is to release the new year limit edition. Spring Festival is the Chines new year, which is one of the most important festival for China. In recent few years, many global luxury brands launch Chinese new year limit products every year that combining their classic design with Chinese elements to attract their customers.

2018 for China is The Year of Dog. Many luxury brands' new year limit involved the cute god in their design. Such as LOUIS VUITTON, GUCCI, YSL, DIOR, GIVENCHY, and so forth. 

  

LOUIS VUITTON launched a series of products includes bags, jewelries designed with cute dog.

GUCCI's New Year Limit on The Year Of Dog.

However, not all of the new year limit edition were successful. There are great discussion on the social media platform in China compared different brand's new year products, complained that the foreign designers misunderstand the Chinese culture, just crudely added the Chinese elements on the products, which looks weird and lacks of the Chinese beauty. It failed to reach Chinese customers taste, and become jokes for people, like Burberry's scarf for Chinese new year.

Actually, the negative responses and criticism on the social media is not totally a bad thing for company. They can analysis these responses to find out their problem, moreover, they can contact and communicate with their customers, therefore to produce the product that better matches the customer's taste.