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2015 Chinese New Year Sales: Xian

In Xian, sales flourished over the Spring Festival period this year, with vigorous demand and robust supply said to be very much in evidence. According to statistics provided by the city’s Municipal Bureau of Commerce, Xian’s retail sales notched up a 13.01% year-on-year increase, with a total 2015 turnover of Rmb11.949 billion.

Photo: Chinese New Year decorations in front of the Xi’an Drum Tower. (Xinhua News Agency)
Chinese New Year decorations in front of the Xian Drum Tower.
Photo: Chinese New Year decorations in front of the Xi’an Drum Tower. (Xinhua News Agency)
Chinese New Year decorations in front of the Xian Drum Tower.

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, Xian, 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.

During the festive period, many of the city’s major shopping centres, including the Minsheng Department Store and the Wanda Department Store, as well as several of the larger supermarkets, such as China Resources Vanguard and Renrenle, saw their average daily customer flows more than double. Year-on-year, sales of the Wanda Department Store, Golden Eagle Department Store, China Resources Vanguard Supermarket and Metro Supermarket went up by 47.73%, 23.59%, 15.53% and 7.42%.

In particular, it was festive goods, such as clothing, jewellery and ornaments, cosmetics, and digital products, as well as tobacco, wines, confectionery, tea and nutritious gifts, that were most in demand. Highpoints here included sales of clothing items increasing by 35%, while jewellery and ornaments enjoyed a 30% rise in demand, as did cosmetics. The sales of digital communications equipment and electronics was also said to be impressive. Overall, Suning reported a year-on-year rise of 44.92% in its sales, while Gome recorded a more modest 7.26% year-on-year increase.

There was also increased demand for New Year’s Eve dinners, family reunion feasts and dinner parties with distinct festive trimmings. The early indications are that Xian’s catering sector had a Golden Week turnover of around Rmb895 million, a year-on-year growth of 7.85%.

Additionally, there has been a marked increase in spending on cultural, sporting and recreational activities in Xian, particularly those that are seen as both healthy and eco-friendly. The leading choices here have been skiing, ice-skating, reading and fitness training.

Yoyo Yu, Xian Office

Content provided by Picture: HKTDC Research
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