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2015 Chinese New Year Sales: Fuzhou and Xiamen

According to Fujian Province’s Department of Commerce, the total sales of 118 leading retail enterprises in the region amounted to Rmb9.13 billion over the Spring Festival period, an increase of 11% compared to the previous year.

Photo: A New Year cultural products market in Fuzhou. (Xinhua News Agency)
A New Year cultural products market in Fuzhou.
Photo: A New Year cultural products market in Fuzhou. (Xinhua News Agency)
A New Year cultural products market in Fuzhou.

Figures from the Ministry of Commerce show that, from New Year’s Eve to the sixth day of the Chinese New Year, the total sales of retail and catering enterprises nationwide amounted to Rmb678 billion, up 11% over the Spring Festival golden week last year. At the same time, year-on-year growth dropped 2.3 percentage points. HKTDC's mainland offices in Beijing, Dalian, Qingdao, Xi'an, Shanghai, Hangzhou, Nanjing, Wuhan, Chongqing, Chengdu, Guangzhou, Fuzhou and Shenzhen, made market visits to a number of high-end, mid-high end and mid-range shopping centres in their respective cities a week after the Chinese New Year (19-25 February 2015) in order to establish just how holiday sales fared this year.

In terms of product categories, sales of home appliances, food, and clothing and accessories in Fujian rose at fairly high rate over the surveyed period, although catering sector suffered something of a decline.

Findings of the surveys conducted by HKTDC’s office in Fuzhou, the provincial capital, with regard to six leading stores in the city, can be summarised as follows:

StoreWanda Plaza Cangshan StoreNew Hua Du Supercenter (Dongjiekou store)Yonghui Bravo SuperstoreOriental Department StoreRainbow Department StoreNew Hua Du Supercenter (Wusi Road store)
GradeMid- to high-endMid-rangeLow, mid and high-endMid- to high-endMid-rangeMid-range
Top-selling ItemsBranded men’s and ladies’ winter collections, branded ladies’ spring collections, branded ladies’ fall/winter shoes, gold and silver jewellery, ladies’ beauty and skin care products, perfumes, Swarovski crystal accessories, watches, sporting goodsHousehold products, jewellery, cosmetics, luxury watches, ladies’ shoes, ladies’ wear, men’s wear, men’s shoes, sporting goods, children's clothing, beddingMeat, seafood, vegetables, fruit, soft drinks, milk, tobacco and liquor, gift items, clothing for the middle-aged and elderly, sporting goods, teaClothing (fashion), footwear, jewellery, gift items, toys, health products, cosmetics, bedding, sporting goods, bags and luggageClothing (children’s wear), jewellery, gift items, toys, digital products, children’s toysClothing (clothing for the middle-aged and elderly), gift items, home appliances, food, seafood, dried produce, household kitchen ware
Price Range (Rmb)500-50,000300-30,00050-3,000500-2,0,000200-8,000100-2,000
Average Spend per Customer (Rmb)1,273788526350210100
Year-on-year Sales Growth4.3%2.3%7%-1.4%1.8%2%
Promotional TacticsVolkswagen Lamando offered as the grand prize of a Valentine’s Day promotion entitled: “Running Lover” with consumers who bought the Shiatsu sheet having one winning chance. Giveaways of 10,000 catties of rice and egg noodles during the first three days of Spring Festival. Big discounts on gold items and mass merchandise. iPhone 6 as prize of lucky draw for customers who made any purchasePromotions during Spring Festival mainly included end-season sales and big discounts on traditional clothing items and accessories. Promotion in the form of “buy one get one free” for a wider range of productsNew Year products street and shopping festival under the theme of “people’s superstore, people’s Yonghui”. Kweichow Moutai authorised Yonghui Superstores to be its official sales outlet and launched value-for-money “gift with purchase of Moutai” promotionOffer of 50% discount at special counters in the plaza on most products, lucky draw upon spending Rmb500 or moreUp to 60% discount for purchase of trendy winter clothing and accessories. Rmb15 supermarket cash coupon upon spending Rmb800 or morePromotion of New Year goods: one lucky draw chance when spending Rmb150 or more
Effective Sales Outcome1. Win red packets worth Rmb9-999 upon any purchase 2. Partnered with Wanda Plaza to offer free parking coupon upon spending Rmb199 or more; 3. Various promotions under the Spring Festival theme Note: Traditional commercial districts (Dongjiekou, Baolong City Square and Value Mall) are still affected by the construction work of the underground railway. As a comprehensive shopping centre brand, Wanda has been increasingly recognised by Fuzhou shoppers over the past year or soLarge-scale New Year products festival, offering steep discounts of up to 80%1. Creating lively Spring Festival atmosphere at the store; 2. Product display at the store reflecting local market characteristics; 3. Continued to offer upmarket festival products introduced last year, such as cherries from Chile, Japanese tiger prawns, and lobsters. Apart from these, deep-sea wild black lip abalones direct from Australia were launched this year; 4. Business as usual during the first 3 days of Spring Festival; 5. Going upmarket by launching the brand “Yonghui Bravo Superstore” to target mid- to high-end customersSales growth of gold and silver jewellery items was remarkable. Buying gold and silver jewellery during Spring Festival remains a New Year’s tradition. Many clothing suppliers launched aggressive promotions before New Year’s Eve which, to a certain extent, had diluted spending during the festival periodPromotions mainly took the form of giveaways, appealing to consumers’ preference for digital information products and stimulating the purchasing desire of young people and expanding sales. Parents buying toys for their children also boosted salesPromotions were family-oriented, with sales of household products, festival gift items and traditional New Year products growing markedly
Digital Marketing TrendWeChat red packets lucky draw, offering cash coupons as prizes. Red packets snatching gameMarketing promotions on WeChat and Weibo. Red packets snatching game on WeChat during the first 3 days of Spring FestivalLaunched yonghui.com mobile phone shopping platform. Red packets snatching game on WeChat with any purchase

The findings of surveys at three leading Xiamen stores can be summarised as follows:

StoreXiamen PCD StoresMerry Season Department StoreJimei Wanda Plaza
GradeHigh-endMid- to high-endMid- to high-end
Top-selling ItemsBranded ladies’ winter collections, branded men's winter collections, branded ladies’ spring collections, branded ladies’ fall/winter shoes, accessories, gold and silver jewellery, sportswear, sports shoes, sports equipment, outdoor sporting goods.Branded men's wear, branded ladies’ wear, bags and luggage, men's shoes, ladies' shoes, lingerie, accessories, perfumeMovies, dining, men’s and ladies’ wear, sportswear, ladies’ shoes, bags and luggage, watches, food
Price Range (Rmb)600-30,000500-20,000100-20,000
Average Spend per Customer (Rmb)1,4501,220768
Year-on-year Sales GrowthAbout 10%About 10%Growth in movie ticket sales and receipts from eateries was higher than that of clothing, accessories, footwear and headgear
Promotional Tactics1. During the Spring Festival period, upon spending Rmb3,000 or more in a single purchase at the store and upon spending Rmb5,000 or more in a single purchase at the jewellery section (gold excluded), a Sheridan bath towel gift set was offered; 2. Free parking upon spending Rmb300 or more at the store; 3. Partnered with China Everbright Bank credit cards, upon spending Rmb888 or more in a single purchase, a high value gift was offered1. 55% discount on all goods; 2. New Year red-packet bag with every purchase; 3. Free gifts upon spending Rmb2,000-5,000 on New Year products in a single purchase; 4. Partnered with China Everbright Bank credit cards, free gift when paying with credit card over a certain amountOne lucky draw chance for each purchase of Rmb199 or more during 18-25 February. Up to 70% discount on trendy clothing and accessories brands
Effective Sales OutcomeApart from in-store discounts, the WeChat platform was also used to promote certain brands and attract consumersApart from in-store discounts, the WeChat platform was also used to promote certain brands and attract consumersMany clothing and accessories brands offered Spring Festival discounts to attract customers. Brands at the plaza were diversified, ranging from high, medium to low-end, which could cater for different groups of consumers
Digital Marketing Trend1. Made use of the WeChat platform and QR code to offer customers the chance of winning gifts; 2. WeChat red packets for sharing with friends during 15-25 FebruaryMade use of the WeChat platform to set up the Merry Season membership e-card, offering lucky draw to members to win big prizes for each single purchase of Rmb20,000 or moreOffered WeChat red packets lucky draw to customers to win cash coupons; red packets snatching game

Joyce Cao, Fuzhou Office

Content provided by Picture: HKTDC Research
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