"The eye-catching Chinese Red main color matching with the dragon shaped cartoon design at the hat, sideways and so on..." Beginning this month, careful consumers will find that in China Adidas In children's and children's stores, there are a series of products with "dragon" as the main design elements. Zodiac elements are added to the design so that these products highlight the festival atmosphere and full of childishness.

Zodiac elements are popular.

In fact, Adidas is not the first to make use of zodiac elements. Back in 2002, Nike It launched the "China Year Limited" horse year commemorative edition, and then launched nine Chinese Zodiac shoes, including sheep, monkeys and chickens. In addition, the international brand Reebok in 2008 and 2009 created rat annual shoes and cattle lunar new year shoes. The famous American brand new brun also recently launched the first pair of traditional Chinese Zodiac "dragon" as the design concept of sneakers.

"International brand The use of zodiac elements is actually a better way to get around Asia, especially Chinese consumers. Not only international sports brands, including Ferrari, Burberry and other international luxury brands, but also try to use some Chinese elements, hoping to create a new selling point in the market with Chinese elements. JIM "S brand design director Hui Wen long said.

Chen Shuqing, Secretary General of the China children's products research center, told reporters that in the field of children's shoes and shoes in Quanzhou, the use of zodiac elements has been experimenting. For example, Anta has launched its own new product, "Hongyun running shoes". In the design aspect, it mainly matches bright red to suit the Chinese people's auspicious mood of the Spring Festival.

Price increase 2 - 3 times

Zodiac elements add product design, while creating product selling points, it also undoubtedly promotes product sales and value-added. "Generally speaking, the price of the product of the brand version of the shoes and clothing brands is 2 to 3 times higher than that of the conventional products, because these products are not as a running amount, but as a limited edition version of the concept, which is sold in a niche range, and is designed to enhance brand value." Chen Shuqing said.

In addition to the domestic market, the use of zodiac elements in the development of international markets can also help improve the added value of products. "China's twelve zodiac has no fixed image. According to the characteristics of its products and the preferences of foreign customers, enterprises use twelve zodiac signs to design different images, and cooperate with Chinese New Year pictures, paper-cut, ancient Chinese characters and so on. The combination of culture and products becomes a way of product innovation." Zhang Shi, a garment company of Shishi, told reporters that many customers in Europe and America like the costumes with Chinese characters and traditional patterns.

Avoid seasonal unsalable sales

"However, for enterprises in Quanzhou, there is a need to differentiate between Zodiac elements and zodiac elements." Chen Binggao, vice president of marketing of Wan Tai Sheng (China) Limited, told reporters that although the use of zodiac elements will bring higher profits, if it does not combine the reality of enterprise development, it will also create new risks.

In addition, Zodiac products are mostly related to the new year, "gold sales period is one or two months before and after the new year's Eve. Once the sales do not go out in the short term, it will cause a backlog of inventory. International brands can also be assimilate through the market in Southeast Asia and other places, and domestic brands may be faced with the risk of unsalable sales. Hui Wenlong said.