January 30, 2019
On February 5, the Year of the Pig—the 12th of all zodiac animals and a symbol of wealth—begins, along with the Chinese New Year. Accordingly, producers and retailers of luxury goods are taking action, in hopes of taking in profits from celebrants and affluent shoppers.
With 33% of the world’s luxury products being snapped up by those of Chinese descent, according to McKinsey & Company, Western retailers are looking to “hog” their business on Dealmoon.com—a leading social shopping community for Chinese expats, as well as for global consumer brands seeking to reach Chinese-language shoppers.
Likewise, top luxury brands are in a “swine state of mind”—looking to attract business by putting pigs on their products and posting them on Dealmoon, which regularly attracts 17.6 million unique monthly visitors.
Manufacturers and fashion houses—from Gucci to Johnnie Walker, from Swiss Army Knife to Chloë, from Prada to S’well —have created expensive goods with pig laminates and overlays that have the “aww” factor (or the “oink” factor, depending on your preferences).
“Chinese are the third-largest foreign-born group in the United States; as of 2017, there are 6 million of us and Dealmoon gets 17.6 million clicks a month from these consumers,” says Co-Founder Jennifer Wang.
“Since 2009, we have been serving up the products we know these Millennials and GenZer’s crave,” she notes, adding, “Retailers have known about our proclivity to buy products with the Chinese New Year animal for good luck, but this year, the list of retailers who have made this commitment is becoming even more impressive.
Among the specific articles for sale: Swiss Army Knife’s Year of the Pig Huntsman Army Knife ($105), Davidoff’s Year of the Pig Limited Edition Cigar ($39), and Baccarat ‘s Zodiac Pig ($195) . Gucci has created an entire line of handbags, accessories, and clothing that features the storybook “Three Little Pigs” and dedicated brand-new pages on their website to celebrate the collection.
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