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Providing the most comprehensive and up-to-date information and analysis on Festival Shopping in China, its consumers and the major players who make up that market.
Market Trends Insight
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How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios
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Expert analysis from a specialist in the field
Written by Matthew Crabbe, Mintel's Regional Trends Director for Asia Pacific, he provides expert context to the numbers.
Festivals are reshaping consumers’ spending patterns, especially online shopping festivals. Greater spending power and choice are driving individualisation among consumers and the need for innovation by retailers and brands. Demand for better quality experiences is also driving the convergence of festival shopping with festive entertainment into so-called “retailtainment”. Travel spending is also internationalising China’s festival shopping influence. While this creates new opportunities for retailers and brands, it also creates challenges. Retailers must strike the balance between tradition and change, gifting and self-indulgence, as well as shopping and entertainment, cynicism and excitement.
Regional Trends Director for Asia Pacific
Mintel has the answers you’re looking for
What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
This Report covers retailing during traditional Chinese festivals,
Western festivals and online retail shopping festivals. Prime
examples of the latter include:
- Single’s Day (11.11), November 11; instigated by Alibaba
- 618, 18 days during June, instigated by JD.com
- Double 12th-12 December, instigated by Alibaba
Whilst focusing on the specifically online retail shopping festivals,
this Report also considers the impact of online retail on the growth
in seasonal shopping during traditional festivals and holidays in
China, including Chinese New Year (Spring Festival), Women’s
Day, National Day, etc.
These online shopping festivals are limited to either one day (24
hours) or only a few days each year. They tend to have different
on-going, or annual themes, or both. They focus on online
shopping, but increasingly work to integrate online and in-store
shopping, and shopping with entertainment and leisure. They
all aim at a mass appeal, and try to create a festive atmosphere
to engender a sense of anticipation and excitement among
consumers. They all encourage brands and manufacturers to
offer limited price reductions on products and services only for
the festival period, and sometimes offer limited-time products and
services. They often involve limited-time competitions for people
to win prizes.
Online shopping festivals were started in 2009 by Alibaba, with
the 11.11 Single’s Day online shopping festival, with the aim of
encouraging more consumers to shop using online shopping
portals. Having achieved this, they are now becoming more
of a platform for new products and brands to be introduced to
the China market, and quickly achieve widespread reach and
recognition amongst consumers. They are also increasingly
becoming integrated with offline shopping experiences, and
online-to-offline (O2O) retail opportunities.