【Christmas Countdown Calendar】The Snow Aunt Effect: Chanel "stickers" become the focus of the Internet

As Christmas approaches, all major skincare and makeup brands will launch Christmas limited edition products. Among them, Christmas countdown calendars are the favorites of many ladies. Not only are they beautifully packaged, but they can also be purchased at a relatively favorable price, with samples of brand flagship products or even original packaging, which attracts many people to buy them. This year, many brands launched Christmas countdown calendars for the first time. Among them, Chanel has become the most discussed brand under the live broadcast of KOL Xue Yi, and its popularity is the highest among all major brands.

Hong Kong's uMax Data focuses on network big data from November 1 to November 2, leveraging social listening. It analyzes netizens' views on Halloween-related topics through various social media platforms and online news sources.

Beauty Brands Countdown Calendar Ranking

uMax Data selected eight beauty brands and found that Chanel significantly outperformed other brands in terms of interaction Attention and the number of posts. Chanel’s Attention was as high as 2,482, with a total of 222 relevant posts, most of which were related to KOL Snowy’s IG live unboxing videos. Second was The Body Shop, with the brand's Christmas theme this year being "#GiveWithJoy." The brand invited several KOLs to participate in its activities and assist in promoting it, successfully generating discussions.

Chanel's popularity soared after Xue Yi's live broadcast

The eight beauty brands each had their own promotional campaigns. On November 10, Innisfree held a giveaway event on Facebook and Instagram, inviting netizens to leave a message saying why they wanted to get the brand's countdown calendar, and giving away 10 calendars as gifts. This attracted a large number of netizens to leave messages, successfully pushing up the brand's popularity value (522) on that day, making it stand out.

Later, KOL Xue Yi conducted an Instagram live broadcast on the evening of November 15, unboxing the Christmas countdown calendar launched by Chanel. Her performance in the video attracted the attention of netizens and became a hot topic online in the following days. It was reported by many media and indirectly pushed up the discussion heat of Chanel. The brand's heat value reached 2,482 on November 17, which was 3 times higher than The Body Shop (760) which followed closely behind.

Xue Yi's live broadcast influenced the focus of Chanel discussion

uMax data analysis of the "Snow Aunt Event" found that before the incident, the discussion points about Chanel among netizens, in addition to terms related to Christmas, also included neutral terms such as "perfume," "limited edition," and "classic." However, after the event, phrases such as "sticker," "collapse," "stationery," and "ambush," which were mentioned multiple times in the video, became trending topics. This indicates that the live-stream video had a significant impact on online public opinion.

"Actually, a book and a few bookmarks are considered stationery. There are no pens... Bracelets, number plates, bags, and stickers cannot be called stationery. What is a stationery set? Your article is so far-fetched..." "Although the words are for collection, the content is really rubbish. The bookmarks are the same as bookmarks and stickers, and each bookmark has the word "5". If it is a brand, both the logo and the logo will be good. I think the brand did a good job this time." "I'm really laughing to death. If I like Chanel, I will buy it. All the stickers cost 6,000."

Netizens question whether it is a good value

In addition, before the "Aunt Snow Incident", netizens paid more attention to the packaging of the Chanel Countdown Calendar. There were 28 posts, most of which praised the appearance of the giant N°5 perfume bottle as "so beautiful" and "love the packaging." However, after the incident, the focus of online discussion immediately shifted to the products and prices included in the calendar. For example, some netizens said, "I used this stationery set when I was exchanging waste with my friends during Christmas," and "There are many adventure calendars that are not worth the money. 6,000 is a lesson learned," etc.

But the comments were not unanimous. Some netizens thought, "Don't buy a brand name. Buy a name. If it's practical, just buy red, white, and blue." and "The text revealed early in the morning what kind of gifts you have, and you still have money to buy them, and they are so noisy." It can be seen that netizens have polarized reactions to the incident.

Packaging is more important than price

Although some netizens questioned whether Chanel's Christmas countdown calendar was a good buy, data showed that consumers had different considerations other than price when choosing which brand to buy. Yuanda Data analyzed netizens' discussions on the packaging, products, and prices of the countdown calendars launched by the eight brands mentioned above, and found that overall, the most people mentioned the packaging of the countdown calendars, followed by whether the calendars included limited edition products, while the least people cared about whether the price was a good buy.

For example, the Korean brand Innisfree had about 66 posts mentioning its packaging, 31 mentioning limited edition products, and only 7 mentioning the price. Even for expensive luxury brands such as Chanel and Dior, netizens paid more attention to the packaging than the price, which shows that as long as the packaging is exquisite, consumers don't mind spending a lot of money.

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