28 Feb 2014
2014 Chinese New Year sales: Fuzhou
|Spring Festival merchandise on the streets of Fuzhou.|
HKTDC's mainland offices, namely in Beijing, Dalian, Qingdao, Xi'an, Shanghai, Hangzhou, Nanjing, Wuhan, Chongqing, Chengdu, Guangzhou, Fuzhou and Shenzhen, made market visits to high-end, mid-high end and mid-range shopping centres in their cities a week after the Chinese New Year to find out how holiday sales have fared this year.
The following is the sales situation of three stores in Fuzhou:
|Store||Wanda Plaza Cangshan Store||Xinhuadu Department Store||Yonghui Superstore|
|Grade||Mid- to high-end||Mid-range||Mid- to low-end|
|Top-selling items||Branded men’s and ladies’ winter collections, branded ladies’ spring collections, branded ladies winter shoes, ladies beauty and skin care products, perfumes, Swarovski crystal jewellery, gold and silver jewellery.||Jewellery, cosmetics, watches, ladies shoes, ladies’ wear, men’s wear, men’s leisure wear, sportswear, children's clothing, bedding.||Meat, seafood, fruit, soft drinks, milk, tobacco, gift items, middle-aged clothing, sporting goods, tea.|
|Price range||About Rmb 500-50,000||About Rmb 400-18,000||Rmb 50-1,000|
|Average spending per customer||Rmb 875||Rmb 685||Rmb 69.69|
|Year-on-year sales change|
|Overall sales were level.|
|Promotion tactics||Chow Tai Fook gold ornaments workmanship charge waived; up to 70% discount for winter collections; 20% discount for spring collections; lucky draws on the hour with giveaways, 100% chance of winning.||Promotions during the Spring Festival comprised end-season sales and other discounts for clothing and accessories.||Launching promotions along the theme of “Peace and Success in the Year of the Horse ".|
|Sales highlights||1. Membership marketing, offering gifts to new members to increase membership; |
2. Joint marketing with IMAX to allow customers to redeem movie tickets for purchases over Rmb 300;
3. Organising various themed events.
|1. VIP membership marketing and customer care, mainly by giving out rebate coupons as membership rewards; |
2. Marketing promotion on WeChat and Weibo;
3. Cross-selling with other trades to do resource-sharing interactive marketing. Making use of other platforms to offer coupons and do other promotions;
4. Key suppliers joint marketing to launch major sales for brand products.
1. Cultivating New Year festive atmosphere in stores;
Allan Zheng, Fuzhou Office