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2013 Chinese New Year sales: Fujian

 Photo: Auspicious decorative items are popular. (Courtesy of Xinhua News Agency)
 Auspicious decorative items are popular. (Photo courtesy of Xinhua News Agency)
HKTDC's 11 mainland offices, namely in Beijing, Dalian, Qingdao, Xian, Shanghai, Hangzhou, Wuhan, Chengdu, Guangzhou, Fuzhou and Shenzhen, conducted market surveys on high-end, mid-high end and mid-range shopping centres in their cities a week after the Chinese New Year to find out about their festival sales.

The following describes the sales performance of three department stores in Fuzhou and three in Xiamen during the Spring Festival week.

Shopping mallDongfang Department Store,  FuzhouRainbow Department Store,  FuzhouNew Huadu Department Store,  FuzhouPrintemps Department Store,  XiamenSM City Plaza Phase I,  XiamenJiancheng Department Store on Datong Road, Xiamen
GradeMid-high endMid-rangeMid-rangeHigh-endMid-high endMid-low end
Sales hot spots (Top 10)Garment (fashionable clothing and accessories), shoes, jewellery, gifts, toys, health products, cosmetics, bedding products, sporting goods, luggageGarment (children’s clothing), jewellery,  gifts, cosmetics, toys, luggage, sporting goods, bedding products, digital products, children’s toysGarment (for middle-aged and elderly people), bedding products, gifts, trendy digital gadgets, home appliances, food, seafood, dry products, household kitchen items, children’s toysMen’s and women’s branded winter collection, women’s branded spring collection and fall/winter shoes, women’s beauty and skincare products, perfumes, Swarovski crystal accessories, gold and silver jewelleryWomen’s branded winter collection, men’s branded winter collection, men’s branded winter collection, women’s branded spring collection and fall/winter shoes, trendy accessories, gold and silver jewellery, sportswear, sports shoes, sports gear, outdoor sporting goodsWinter clothing, lanterns, decorative items, local delicacies, luggage, warming items, gifts, small home appliances, bedding products, food
Price rangeRmb300-20,000Rmb200-8,000Rmb100-2,000Rmb500-55,000Rmb350-30,000Rmb15-300
Average spending per personRmb350Rmb180Rmb70Rmb533.33Rmb234Rmb68
Year-on-year sales growth2.4%1.8%3.0%2.0%2.0%No changes
Promotion strategySpring Festival clearance sales, Valentine’s Day promotions, new spring collection promotions (e.g. Rmb200 cash coupon for spending of Rmb200 or more).Valentine’s Day promotions, new spring collection promotions, back-to-school promotions, lucky draw chance for every spending of Rmb200.Spring Festival clearance sales, Valentine’s Day promotions related to family reunion.Rmb400 cash coupon for every spending of Rmb200 or more, joint promotions by individual high-end brands and VIP banking cards.Rmb300 consumption coupon for every spending of Rmb300 or more.Nil
Sales resultsSales of gold and silver jewellery obviously increased. Buying gold and silver jewellery during festivals is still a tradition among Chinese consumers. Valentine’s Day further boosted gold and silver jewellery sales.With promotional activities as the main vehicle, the department store leveraged on the popularity of Apple products among consumers and used such products as prizes to attract young customers. This has helped push up sales.With promotional activities as the main vehicle, the department store targeted the family as a spending unit. Sales of household products and festive gifts rose significantly.Traditional festivals like Spring Festival and Valentine’s Day boosted sales of gold jewellery by 50% year-on-year.20% discount for new collections of international brands; 40-60% off for winter collections. This has helped clear up stocks and promote new arrivals.More attention was given to updating product designs. Only fashionable design and value-for-money can attract consumers.

HKTDC Fuzhou Office

Content provided by Picture: HKTDC Research
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