In China, try red not black

New Zealand’s obsession with all things black is putting Kiwi-made products on the back foot in China. A survey by New Zealand-Chinese company the Magic Group found health and skincare products manufactured in New Zealand are the preferred choice in China.

Almost one in three people surveyed preferred New Zealand and Australian-made products to those from Japan, Korea, the US or Europe.

The online survey of 1100 consumers and distributors in China ranked packaging second to reputation and more important than price, ingredients and branding.

“People in China are becoming richer and they are paying a lot of attention not just on quality but packaging as well,” said Massey University Associate Professor Henry Chung, a China marketing specialist.

But the Magic Group, which also exports and distributes products to China, said consumers there were put off by predominantly black packaging.

“Black is not associated with healthy or health products but sadness and mourning; another death colour is pure white.”

Chung said Kiwi companies should do research before entering the China market.

“I would strongly urge them to adopt a brighter or more sunny colour, like red, which symbolises happiness and health.”

Magic Group director Kai Du said the “Chinese aesthetic view” was different to Kiwis’.

“Chinese consumers feel black is not clean and auspicious,” Du said.

Savar director Vicky Woolford, whose brand is sold in China, defended black packaging.

“In modern China, black is used in daily clothing,” Woolford said.