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Festival Shopping - China - January 2018

“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.”
– Matthew Crabbe, Regional Trends Director, APAC

This Report looks at the following areas:

  • Combating cynicism about online shopping festivals
  • The festive gifting imperative
  • Focusing on festival entertainment

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Figure 1: China – Monthly total retail sales of consumer goods, September 2014-November 2017
          • Companies and brands
            • Figure 2: China – Leading online retail platforms’ share of Single’s Day total GMV, 2016/17
          • The consumer
            • Key shopping festivals
              • Figure 3: Key shopping festivals for consumers to shop for themselves/others, October 2017
            • Festival spending factors
              • Figure 4: Factors encouraging consumers to buy during festivals, October 2017
            • Sector spending emphasis
              • Figure 5: Consumer spending focus during festivals by sector, October 2017
            • Festival spending intention
              • Figure 6: Consumer spending intention during online shopping festivals by sector, October 2017
            • Resistance to online shopping festivals
              • Figure 7: Reasons for consumer spending resistance during online shopping festivals, October 2017
            • Attitudes to online shopping festivals
              • Figure 8: Consumer attitudes to online shopping festivals, October 2017
            • What we think
            • Issues and Insights

              • Combating cynicism about online shopping festivals
                • The facts
                  • The implications
                    • The festive gifting imperative
                      • The facts
                        • The implications
                          • Focusing on festival entertainment
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • The seasonality of shopping
                                  • Cash, confidence and curiosity
                                  • Market Size and Forecast

                                    • China’s festivals at-a-glance
                                      • Traditional Chinese festivals
                                        • National holidays
                                          • Commonly celebrated Western festivals
                                            • Online shopping festivals
                                              • China’s seasonal retail cycle
                                                • Figure 9: China – Monthly total retail sales of consumer goods, September 2014-November 2017
                                                • Figure 10: China – Forecast monthly total retail sales of consumer goods, January 2018-November 2020
                                              • Online’s seasonal peaks
                                                • Figure 11: China – Monthly total online retail sales % of total consumer retail sales, September 2014-November 2017
                                                • Figure 12: China – Forecast monthly total online retail sales % of total consumer retail sales, January 2018-November 2020
                                              • 2017 Single’s Day uptick
                                                • Figure 13: China – Single’s Day GMV by leading online retail platforms, 2014-17
                                                • Figure 14: China – Single’s Day GMV % of total monthly retail sales of consumer goods and total online retail sales, 2014-17
                                              • Big national holidays’ rising importance
                                                • Figure 15: China – Chinese New Year & National Day total period retail sales and share of total relevant monthly retail sales of consumer goods, 2013-17
                                            • Market Drivers

                                              • The healthy consumer economy
                                                • Figure 16: Best- and worst-case forecast total consumer expenditure, 2011-21
                                              • The creative disruption of online retail
                                                • Figure 17: Best- and worst-case forecast of total consumer online retail (B2C and C2C), China, 2012-22
                                                • Figure 18: Best- and worst-case forecast of B2C consumer online retail, China, 2012-22
                                              • Introducing ‘retailtainment’
                                                  • Figure 19: Consumer expenditure growth rates, by sectors, 2012-16 & 2017-21
                                                • The significant growth of travel spending
                                                  • Figure 20: Best- and worst-case forecast for holiday expenditure, at current prices, 2010-20
                                              • Key Players – What You Need to Know

                                                • Celebrating by spending
                                                  • Packaging fun
                                                    • Making occasions special
                                                    • Market Share

                                                      • The great online-offline merger
                                                          • Figure 21: China – Leading online and chain store retailers’ retail revenues, 2015 and 2016
                                                        • The Single’s Day phenomenon
                                                          • Figure 22: China – Leading online retail platforms’ share of Single’s Day total GMV, 2016/17
                                                          • Figure 23: China – Leading online retail platforms’ Single’s Day total & share of GMV, 2013-17
                                                      • Competitive Strategies

                                                        • Riding the golden rooster
                                                          • Seeking deeper cultural engagement
                                                            • Marketing to the holiday experience
                                                            • Who’s Innovating?

                                                              • Bringing families/friends together virtually
                                                                • Spread the love
                                                                  • Pop-up parties
                                                                    • Individualised experiences
                                                                      • Making it special
                                                                      • The Consumer – What You Need to Know

                                                                        • Spirit of the season
                                                                          • The power of tradition
                                                                            • Food first; fun after
                                                                              • More of everything!
                                                                                • Need versus speed
                                                                                  • The cynical and the excited
                                                                                  • Key Shopping Festivals

                                                                                    • Winter wonderland
                                                                                        • Figure 25: Key shopping festivals for consumers to shop for themselves/others, October 2017
                                                                                      • Festival emphasis by age and gender
                                                                                        • Figure 26: Key shopping festivals for consumers to shop for themselves, by gender and age group, October 2017
                                                                                        • Figure 27: Key shopping festivals for consumers to shop for gifting, by gender and age group, October 2017
                                                                                      • Festival factors
                                                                                        • Figure 28: Key shopping festivals for consumers to shop for themselves/others, factors encouraging consumers to buy during festivals, October 2017
                                                                                      • Traditional/national festival sectors
                                                                                        • Figure 29: Key traditional Chinese/National festivals for consumers to shop for others, consumer spending focus during festivals by sector, October 2017
                                                                                      • Online shopping festival sectors
                                                                                        • Figure 30: Key online shopping festivals for consumers to shop for themselves/others, consumer spending focus during festivals by sector, October 2017
                                                                                    • Festival Spending Factors

                                                                                      • Tradition and gifting still important
                                                                                        • Figure 31: Factors encouraging consumers to buy during festivals, October 2017
                                                                                      • Older male traditionalists; younger female experientialists
                                                                                        • Figure 32: Factors encouraging consumers to buy during festivals, by gender and age group, October 2017
                                                                                      • Some cities more traditional than others
                                                                                        • Figure 33: Factor “catering for the festival tradition” encouraging consumers to buy during festivals, by city, October 2017
                                                                                      • Fans, realists and resistors
                                                                                        • Figure 34: Factors encouraging consumers to buy during festivals, by key consumer group, October 2017
                                                                                    • Sector Spending Emphasis

                                                                                      • Different shopping for different festivals
                                                                                        • Figure 35: Consumer spending focus during festivals by sector, October 2017
                                                                                      • Factors affecting traditional festival shopping sectors
                                                                                        • Figure 36: Factors encouraging consumers to buy during festivals, by consumer spending focus during traditional Chinese festivals by sector, October 2017
                                                                                      • Packaging as a cue during traditional festivals
                                                                                        • Factors affecting online festival shopping sectors
                                                                                          • Figure 37: Factors encouraging consumers to buy during festivals, by consumer spending focus during online shopping festivals by sector, October 2017
                                                                                      • Online Festival Spending Intention

                                                                                        • Fashion, food and fun
                                                                                          • Figure 38: Consumer spending intention during online shopping festivals by sector, October 2017
                                                                                        • Young consumers driving new spend
                                                                                          • Figure 39: Consumer spending intention to spend more during online shopping festivals by sector, by gender and age group, October 2017
                                                                                        • Older consumers remain stolid
                                                                                          • Figure 40: Consumer spending intention to spend about the same during online shopping festivals by sector, by gender and age group, October 2017
                                                                                        • Mintropolitans and high-income families’ stronger intent
                                                                                          • Figure 41: Consumer spending intention to spend more during online shopping festivals by sector, by consumer classification, October 2017
                                                                                      • Resistance to Online Shopping Festivals

                                                                                        • Making everyday shopping fun
                                                                                            • Figure 42: Reasons for consumer spending resistance during online shopping festivals, October 2017
                                                                                          • I want it now!
                                                                                            • Figure 43: Reasons for consumer spending resistance during online shopping festivals, by key shopping festivals for consumers to shop for themselves, October 2017
                                                                                          • Create a special event
                                                                                            • Figure 44: Reasons for consumer spending resistance during online shopping festivals, by factors encouraging consumers to buy during festivals, October 2017
                                                                                        • Consumer Attitudes to Online Shopping Festivals

                                                                                          • Excited, yet cynical
                                                                                              • Figure 45: Consumer attitudes to online shopping festivals, October 2017
                                                                                            • Enthusiastic women
                                                                                                • Figure 46: Consumer attitudes to online shopping festivals, by gender and age group, October 2017
                                                                                              • Defining the key consumer groups
                                                                                                • Figure 47: Key consumer groups, October 2017
                                                                                              • Shopping Festival Realists
                                                                                                • Who they are
                                                                                                  • What they like
                                                                                                    • How to market to them
                                                                                                      • Shopping Festival Fans
                                                                                                        • Who they are
                                                                                                          • What they like
                                                                                                            • How to market to them
                                                                                                              • Shopping Festival Resistors
                                                                                                                • Who they are
                                                                                                                  • What they like
                                                                                                                    • How to market to them
                                                                                                                        • Figure 48: Consumer attitudes to online shopping festivals, by key consumer groups, October 2017
                                                                                                                    • Appendix – Methodology and Abbreviations

                                                                                                                      • Methodology
                                                                                                                        • Fan chart forecast
                                                                                                                          • Abbreviations

                                                                                                                          Festival Shopping - China - January 2018

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