Thanks to Chinese New Year and China reopening its borders for the first time since 2020, this week has seen a whirlwind of releases and activations. The start of the lunar new year has led the brand to work with familiar names to make it nostalgic to appeal to mainstream consumers during a time of family-friendly celebrations.
Taking advantage of people actively leaving home, it’s time for retail pop-ups on the mainland featuring Monopoly’s world-renowned IP, including the latest collaboration between Puma and Staffonly. The Shanghai Hao Market installation will run until January 15th. At Shenzhen Vientiane World, Lululemon China Joined forces with brand ambassador Xiao Dou to install the New Year’s lantern.
this week’s Collaboration & drop The newsletter highlights two of the most exciting Year of the Rabbit co-branded releases. Barbie’s back with local couturier Guo Pei, and his SK-II, is the latest name to collaborate with home candy brand White Rabbit.
See below for the full verdict. Check out the full issue here.
Guopei x Barbie
Guo Pei dressed Barbie doll for Chinese New Year 2023. Photo: Mattel Creations
date: January 22nd
tendency: Global x Local
verdict: Following the success of the 2022 Lunar New Year Barbie, couturier Guo Pei returns for the second installment to celebrate the Year of the Rabbit. Overall, we saw an estimated 3 million reach, but only 270 of his organic posts. This is by the mainstream press, not the consumer.from now on barbie The movie scheduled to be released in July 2023 is also likely to contribute to its popularity.collaboration items Already listed on StockX At more than double the suggested retail price, it means it’s a highly regarded collector’s item. That said, only five of his Barbie dolls in golden yellow gowns sold on this platform in 2022 with an average selling price of $150 (1,000 RMB). While Mattel Creations is solid at connecting with Chinese consumers, it’s not yet a blockbuster.
PUMA X STAFFONLY X MONOPOLY
Puma x Staff Only x Monopoly “Game Information Center” will be open from January 7th to January 15th Photo: Puma x Staff Only x Monopoly
date: January 7
tendency: Sportswear x Local Street x Nostalgic IP
verdict: Puma and StaffOnly have jumped on the nostalgia relevance marketing ploy and partnered with the familiar IP of Monopoly, a game that stirs up nostalgic memories for Chinese millennials and Generation Z. hao market. As an athleisure line, it incorporates not only nostalgic products, but also streetwear that is popular with the younger generation.
SK-II X White Rabbit
SK-II’s Facial Treatment Essence features the White Rabbit logo for a limited time to celebrate the Lunar New Year. Photo: SK-II
date: January 1
tendency: Beauty Brand x Nostalgic IP
verdict: China’s beloved candy brand White Rabbit has been collaborating for the past year. coach and one This is an IP that will quickly become familiar to Chinese households and will allow SK-II to expand its mainstream consumer base. A limited-edition co-branded bottle of Pitera Essence earned him over 550,000 consumer engagements in Douyin and Xiaohongshu in his first five days of launch, according to an email from the brand. SK-II aims to appeal to the masses rather than a niche audience, so collaborating with nationally known names is a natural choice. As with other mainland Chinese releases such as Bobbi Brown x Monopoly (2022) and Olay and Nayuki’s Tapioca His Tea collaboration, the tapping nostalgia works well in the beauty game.
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