Mar 21, 2017 | By Petah Marian
Experience the leading provider of consumer foresight.
This Saturday is Chinese New Year day, so here’s a few highlights of things you might have missed from mainland China, in terms of how brands are embracing this special day and creating special event/products to captivate consumers and grab their attention.
Collaboration highlight: Zebu x Zuczug
Zuczug is a quirky, creative contemporary Chinese brand that always does an amazing special collection. This year’s Chinese New Year collection is named Jimi Jimi. The brand has collaborated with an illustrative art duo from Berlin, Zebu for a very cute zine and holiday collection.
WeChat keyword rain chains
I found this on Shanghai-based digital consultancy, Digitaling’s blog and boy is it so cool! China’s top bleisure social media app, WeChat has long had a keyword falling emoticons prompt which generates a small rain of emojis on your chat screen when you send a specific phrase.
For Chinese New Year the app has launched a few phrases that generates falling money, a wish for good fortune and even falling chicks to mark the start of The Year of the Rooster. Chirp, chirp! It even seems to be bound to your geo registration, so if you’re registered outside of China the word prompts might not work.
Check out the screengrabs below or the blog post here to see all four.
Beats x iPhone 7
On Jan 6, Apple offered a limited supply of special edition Chinese New Year Beats Solo3 to customers who purchased the new iPhone 7 generating product hype for the controversial next generation smartphone. The wireless headphone promotion was a hot topic online and seems to have temporarily ended the jackless debate.
Hongbao: AR hongbao
In December Alipay, China’s leading third party payment provider launched an AR hongbao. Hongbao are gifts of cash that are traditionally given out during the holiday and special occasions in a hongbao, red envelope. These days, digital hongbao via app are becoming increasingly common.
While I don’t entirely understand how it works, it’s fun. The AR hongbao is like the next generation of the digital hongbao. You can set a geo-location and push it as a visual clue to a friend who then has to find the item at the place you attached the digital pin to.
When they reach the location and find the object they need to use their phone to scan it (scanning is as familiar as unlocking your phone due to WeChat so there’s no user resistance to the function). At this point, they can receive the cash and a small character pops up on their screen.
I’ve only used the feature once and I still don’t quite get it so if you need more info you can read more on Sixth Tone.
So hopefully that all made sense in terms of tech and you enjoyed the read! Any questions download WeChat and add my id Sandychuchu.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.