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2014 Chinese New Year sales: Xiamen

Photo: Horse decoration for the home. (Courtesy of Xinhua News Agency)
Horse decoration for the home.

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 the three stores in Xiamen visited by HKTDC’s Fuzhou Office:

 

 

StoreXiamen Zhongshan PCD StoresMerry Season Department StoreSeashine Department Store
GradeHigh-endMid- to high-endMid- to low-end
Top-selling itemsBranded ladies’ winter collections, branded men's winter collections, branded ladies’ spring collections, branded ladies’ winter shoes, jewellery, gold and silver ornaments, sportswear, sports shoes, sports equipment, outdoor sporting goods.Branded men's wear, branded ladies’ wear, bags, men's shoes, ladies' shoes, lingerie, jewellery, perfume.Clothing, watches and fashion jewellery, food, bags, shoes, cosmetics, home appliances, groceries, knitted underwear, bedding.
Price rangeRmb 600-30,000Rmb500-3,000Rmb200-1,000
Average spending per customerRmb 1,245Rmb 1,000Rmb 406
Year-on-year sales change

4%

Note: Spring Festival last year coincided with Valentine's Day (the fifth day of the first month in the Lunar calendar) resulted in higher share in overall sales. Putting aside this factor, sales growth was still notable.
20% (the store opened in September 2012, this indicator is for reference only)49.98%
Promotion tacticsDuring the Spring Festival, up to 60% discount for all clothing items was offered; up to 50% discount for luggage and footwear was offered; Spring Festival gift pack for spending over Rmb 15,000.Spring Festival as the main line of promotional activities, carnival and members-only day were hosted, supplemented by campaigns promoting branded goods.

1. 50% discount for fashion; 25% discount for sporting goods; 10% discount for cosmetics (50% discount for Le Saunda winter collections). Level 1: Chow Tai Fook non-gold category: Rmb150 rebate upon purchase of Rmb1,000 (Chow Tai Fook  gold jewellery: workmanship charge waived on 31 January-2 February);

2. Level 5: Mother Goose cookware: 15% -61% discount for all items.

Sales highlights

Joint marketing with major banks in activities along the line of PCD Stores, such as launching the PCD Stores UnionPay credit card with China Construction Bank and organising the "100,000th PCD Stores credit card holder" award as part of holiday promotions.

1 Members exclusive day promotion;
2 Chocolates, greeting cards and other small gifts for visitors;
3 Discounts for international designer clothing, and duty-free goods sale.

1. High growth rate was recorded this year thanks mainly to promotion efforts;
2 Spending per customer during the festival period also recorded more than 100% growth:  Rmb406 this year vs Rmb200 in 2013;
3.  Number of tourists visiting Xiamen recorded a new high during the Spring Festival, boosting sales at Zhongshan Road store.

Fiona Zhou, Fuzhou Office

Content provided by Picture: HKTDC Research
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