This week in the Wall Street Journal, reporter Jason Chow gives an overview of what luxury brands and the travel sector are doing to attract Chinese consumers during Chinese New Year. Watch the video below.
Compared to the Year of the Dragon last year, the Wall Street Journal article also mentions that the snake and other animals in the Chinese zodiac can provide a bit of a challenge in regards to merchandising and marketing.
“Other companies are also grappling with marketing a zodiac animal that turns off some consumers.
“You see some brands call snakes ‘little dragons’ because it’s not as sexy an animal,” says Christine Lu, the chief executive at Affinity China, a high-end travel company that is organizing a 10-day luxury tour of California and Nevada for 50 Chinese vacationers. They will each pay 88,000 yuan ($14,150) for a trip that includes stops at Saks Fifth Avenue and Burberry in Beverly Hills.”
Read the full WSJ article here.