Chinese consumers are feeling upbeat and optimistic with the approach of the Lunar New Year, or Spring Festival, which falls on January 22 this year. The country’s fast-paced loosening of COVID-19 restrictions will allow many residents to travel domestically to see family, as well as go abroad again for the first time in three years.
China’s abandonment of its zero-COVID strategy and the easing of border restrictions have led to a surge in domestic and international travel. The Ministry of Transport expects more than 2 billion trips over the next 40 days, an increase of 99.5 percent year-on-year and reaching 70.3 percent of trip numbers in 2019.
These favorable signs have renewed the luxury sector’s confidence in the Chinese market. According to a recent report from Barclays, the Chinese luxury sector may recover faster than expected in 2023, with a 15 percent increase year-on-year. Luxury brands have begun their Lunar New Year campaigns for the coming weeks.
Below, Jing Daily highlights some of the top marketing campaigns so far.
The Italian luxury house marks the Year of the Rabbit with its “Memories of Beauty campaign,” which celebrates memories and the sharing of happy moments connected to the Lunar New Year.
The campaign film features singer Cai Xukun, actress Chunxia, actor Bai Yufan, actress and model Du Juan. The film was produced by up-and-coming photographer Nick Yang, known for his poetic work which captures sensual and surreal aspects of reality. Meanwhile, Prada initiated an online activation on its WeChat Mini Program which invites users to create portraits in Chinese New Year themes.
Gucci’s Chinese New Year collection presents its iconic maximalism with the launch of rabbit-themed ready-to-wear, handbags, shoes, accessories, jewelry and watches. Directed by Max Siedentopf, the campaign film features bright colors symbolizing vitality and a joyful festive vibe, and portrays a new beginning of the year with the arrival of the spring season. The film received over 17.5 million views on Weibo, while the short videos starring brand ambassadors including celebrities Li Yuchun, Ni Ni, Xiao Zhan, and Lu Han amounted to 14.5 million views within two weeks.
Prada’s “little sister” label Miu Miu kicked off its Chinese New Year 2023 campaign titled “Shine A Light” in December. Starring brand ambassador Qiu Tian and singer Amber Kuo, the campaign film has racked up over 7 million views on Weibo, and has received positive comments from Chinese netizens. The brand does not include typical representations of Spring Festival; instead, it maintains consistency with its brand image and features small rabbit prints on a sweater and a knit.
Dior was one of the first brands to unveil its Chinese New Year campaigns this year. On December 15, the house rolled out a dedicated campaign video which cast Chinese supermodels You Tianyi and Liu Tinglei in its Spring 2023 ready-to-wear collection. A dedicated jewelry line and a men’s collection designed by Kim Jones and Eli Russel Linnetz were dropped to tap a broader consumer base.
Bottega Veneta focuses on the concept of “Reunion in Motion,” inspired by the anticipation and emotions of returning home for the holidays. The journey is captured in a short film by director Jess Jing Zou, along with supporting installation and an interactive WeChat digital activation. A train will pass through various major cities in China with its seasonal message: “On roads that lead home: Happy New Year.” Different landscapes from Dalian, Tianjin, Nanjing, Wuxi, Shanghai, and Shanghai Pass will be encompassed in the journey.
Ferragamo’s creative director Maximilian Davis takes a modern approach in celebrating the Lunar New Year. Set in red, white and black themes, the scarlet eye of the rabbit is a nod to the creature’s mythical clairvoyance. The enlarged patterns of the rabbit eye are a central visual in the series, across Ferragamo’s contemporary men’s and women’s ready-to-wear garments and accessories. Silk shirts, silk skirts, wool sweaters, and urban jackets are accented with Chinese New Year red. The collection also includes classic leather items, such as the Trifolio Handbag, the Studio handbag, and sneakers, that all come in a vibrant, energetic Chinese New Year red.