Within the last month, several international brands have launched special designs for the coming Chinese lunar new year, the Year of the Monkey.

A post showing various products, including a Jaquet Droz wristwatch with a monkey design, a Louis Vuitton bracelet and a Dior necklace with monkey-shaped pendants has sparked heated discussions on Chinese social media. However, most Chinese Internet users say the designs are "too ugly."

For example, the Giorgio Armani limited edition foundation makeup case with the Chinese character “fu" (happiness) printed on it and a monkey imprinted on the powder inside. The pattern is referred to as a paint work by a pupil in an art class.

It is said that the sport brand Nike has always known how to cater Chinese consumers. But this time... Are you high, Nike? Check it out! The capitalized "Nike" in Chinese stands out on the shoe heel. Chinese shoppers are no longer interested in buying goods with big logos.

Not to mention the lotus flower on the tongue, a koi carp on the side of the shoe and a chubby baby coming out of a New Year painting on the insole. Could you please leave the classic pure white Air Force 1 alone?

The eye-catching monkey make-up becomes the only focal point in a series of Adidas "TUBULAR" advertisements - instead of the shoes.

The "Monkey three-piece" is called "the best choice for 2016 Chinese New Year" on the official Louis Vuitton website. But how many Chinese customers can figure out it was a monkey?

Starbucks, famous for its festive red cup events, got its pass point for a red monkey cup this year. Something red is always the right choice for gifts in China. Chinese people love the color, which is always associated with "happiness and good fortune".

Actually, this is not the first time that the topic of "Chinese style" has made the news recently. Chinese style in fashion is far more than using Chinese zodiac signs in special edition designs.

Do you remember the Burberry scarf with a character Fu, which means happiness in Chinese? It received a lot of derision as many Chinese internet users said the design looks like counterfeit.

GUCCI's design presented at the 2016 autumn/winter Milan Men's Week again received many negative comments.

Am I the only Chinese who thought it came from the traditional Chinese underwear Dudou' er? But Nasir Mazhar said his street-inspired collection conjured "a club world of individual characters unified by darkness", delivering a confusing and provocative collection mainly in black.

It is no secret that international brands are making more effort to appeal to Chinese consumers whose purchasing power has been growing rapidly in recent years. However, whether those attempts will hit the sweet spot for Chinese consumers or show a misunderstanding of the Chinese culture is constantly under discussion.

"So eager to cater to the Chinese market" might be a problem of these foreign brands and designers that they forget that Chinese people prefer things that are more subtle.