Example with L Hennessy x Shuting Qiu & The Year of the Snake
Chinese New Year is a pivotal marketing moment for brands in China, and Hennessy’s collaboration with Shanghai-based designer Shuting Qiu is a prime example of how international brands can effectively tap into cultural heritage while maintaining contemporary appeal.
By integrating traditional brocade and embroidery motifs with modern, abstract snake designs, this limited-edition Hennessy Lunar New Year collection celebrates transformation and renewal—themes deeply rooted in both Chinese culture and the aging process of Hennessy cognac.
🚀 Why This Collaboration Works:
✔ Cultural Authenticity – A China-born, Antwerp-trained designer brings a global yet deeply Chinese aesthetic to an international luxury product.
✔ Symbolism-Driven Storytelling – The snake’s shedding process aligns with Hennessy’s aging process, reinforcing the brand’s legacy and craftsmanship.
✔ Collector’s Appeal – The fusion of fashion and premium alcohol packaging creates high desirability among luxury buyers & collectors.
But Hennessy’s success isn’t just about the product—it’s also about how it markets the collaboration on social media. Let’s dive into how brands can maximize social media impact in China.
Winning Social Media Strategies for International Brands in China
1. Leverage Xiaohongshu & WeChat for Brand Storytelling
🔹 Why? Xiaohongshu (Little Red Book) and WeChat are top-tier platforms for discovery and lifestyle-driven marketing.*
💡 Action Plan:
✅ Use Xiaohongshu KOLs & KOCs to create engaging behind-the-scenes content about the collaboration’s meaning and design process.
✅ Launch a WeChat Mini-Program to enable direct purchasing, exclusive storytelling, and VIP engagement.
📌 Example: Hennessy’s #ShutingQiu collaboration already has 2.8 million reads on Xiaohongshu—imagine the impact of targeted influencer partnerships!
2. Use Douyin & Weibo for Viral Engagement
🔹 Why? Short-form videos & interactive content drive the highest engagement rates in China.
💡 Action Plan:
✅ Douyin Video Challenges – Create a #LunarNewYearTransformationChallenge, where users show their personal reinventions alongside Hennessy’s aged cognac transformation.
✅ Weibo Hashtag Campaigns – Use exclusive emojis & branded hashtags to make conversations interactive.
📌 Example: Casetify’s League of Legends campaign used repeat collaborations & viral Weibo engagement—Hennessy could do the same by building a yearly Lunar New Year series.
3. Precision Targeting: Men’s Luxury Gifting Market
🔹 Why? Chinese Valentine’s Day & Lunar New Year both drive men’s premium gifting purchases.
💡 Action Plan:
✅ Run WeChat Moments Ads targeting men aged 25-45 with limited-edition Hennessy gift sets.
✅ Douyin Livestream Shopping Events with celebrity influencers showing how Hennessy pairs with luxury dining experiences.
📌 Example: Kiehl’s successfully targeted men for Valentine’s skincare gifts, selling over 300,000 units. Hennessy could mirror this strategy with a premium gifting campaign.
4. Partner with Cultural & Fashion KOLs, Not Just Luxury Influencers
🔹 Why? Chinese consumers value expert-driven recommendations, especially from cultural icons & emerging designers.
💡 Action Plan:
✅ Work with fashion KOLs on Xiaohongshu who specialize in East-meets-West aesthetics.
✅ Collaborate with artists & filmmakers to create cinema campaign videos showcasing the symbolism of Hennessy’s craftsmanship.
📌 Example: Louis Vuitton’s 2025 Valentine’s Day campaign blended luxury with contemporary design—Hennessy could replicate this with an annual artist-led collaboration series.
How International Brands Can Surpass Local Competition in China
✔ Hyper-localized storytelling – Use cultural symbolism & native design elements to create unique China-exclusive products.
✔ Social commerce first – Integrate Xiaohongshu, WeChat, Douyin & Tmall into one seamless sales funnel.
✔ Precision gifting ads – Use WeChat & Douyin data-driven targeting to convert high-value male consumers.
✔ KOL & KOC mix – Work with cultural tastemakers, fashion icons, and lifestyle influencers instead of just traditional luxury KOLs.
📌 Hennessy’s Lunar New Year campaign is a masterclass in collaboration marketing—but brands that double down on social media, exclusive drops, and experiential storytelling will be the real winners in China’s ultra-competitive market.