Mark Tanner
Mark Tanner
23 February 2021 0 Comments

Consumers,  Chinese Consumers
Foreign Brands’ Chinese New Year Advertising That Went Viral: Comparisons of some of the big-hitting foreign brands’ takes on China’s most important festival.

What do Chinese New Year Marketing Trends Look Like During a Pandemic: Compared to previous years where campaign messaging centred around family reunions, prosperity and luck for the new year, this year is focused on understanding the current context and relating to consumers on an increasingly emotional level. More brands are focused on celebrating in your ‘resident city’ as opposed to traditionally travelling back to everyone’s hometowns.

Chinese Consumers Focus More on Health, Safety When Buying Holiday Goods: Survey: 62.8% of consumers will focus more on the health and safety of goods for purchases during this year’s Spring Festival shopping spree according to a China Youth Daily survey. 60% will try to reduce close contact with others, and 36% will check the quarantine certificate and trace information of imported goods.

Chinese Cities Offer Cash Rewards, Points for School Admission and Other Perks to Stop Spring Festival Travel: Amid fears of COVID-19 spread, a growing number of Chinese cities are offering financial incentives and other perks to persuade residents, especially migrant workers, not to travel home for family reunions ahead of the upcoming Lunar New Year holiday. In cities like Suzhou, Ningbo, and Taizhou, those who avoid returning to their rural places of origin are entitled to earn extra points when applying for permanent household registrations, the hukou. In addition, their children will be granted an advantage when choosing local schools to attend. Migrant workers in Hangzhou and Tianjin are given cash rewards up to ¥1,000 ($154) to remain where they are during the holiday. Shanghai is handing out 3,000 “entertainment packages” and 5,000 “snack baskets” for free to migrant workers who stay behind.

The Human Side to Another Lost Spring Festival: People from across China share how they’re celebrating the Lunar New Year holidays, dampened for the second straight year by COVID-19 outbreaks.

Overseas Chinese Tourists

China’s Flight Prices Plummet After Holiday Travel Discouraged: Whilst air tickets normally go sky-high for the Chinese New Year holiday, in late January the average price for airline tickets fell to ¥651.4 ($100), the lowest pre-booking price for Spring Festival flights in at least five years, with flights as low as half of last years’ prices.

China Prepares for Smallest Lunar New Year Travel Rush on Record: The world’s largest human migration is expected to be its least-busy in 18 years, with just 1.15 billion trips, 20% down on even last year’s Covid-disrupted festival.

Online: Digital China

Online Sales of Holiday-Related Goods Surge Ahead of Chinese New Year: From January 20-29, online sales of holiday goods reached ¥344 billion ($53 billion) in an online sales event organised by China’s Ministry of Commerce (MOFCOM) and others. Food sales surged 49.6% from last year, with partly-prepared food up 376%. Fitness equipment also grew strongly, with skipping ropes up 351%.

The Party is Over at Clubhouse, the App that Had China Talking: Not even the most taboo of subjects were off-limits in the rambunctious, unfiltered chatrooms of Clubhouse, before China’s censors silenced the conversation following a session hosted by Elon Musk which went viral.

Premium Food & Beverage

Beijing Faces High Food Prices Ahead of Lunar New Year Due to Lockdowns Nearby: The pressure on food prices is especially sensitive in the run-up to the country’s most important holiday as families gather around the dinner table. Already high because of exceptionally low temperatures since December, vegetable prices in Beijing, have jumped after many cities in Hebei province locked down following a jump in coronavirus infections. Large cabbages, celery, eggplant and daikon radish, for example, are double the price of last year.

Luckin Coffee Files Bankruptcy in US, Will Keep Shops Open: Founded in 2017, Luckin operated 3,898 outlets as of November 30 with another 894 “partnership” stores. The chain pulled in customers by offering massive discounts and sought to reach 10,000 locations by the end of 2021. Sales still grew 35.8% in the quarter ended September compared to a year ago.

Overall Beauty

Intime’s 2020 Success Demonstrates Brick-and-Mortar Relevance in New Retail Strategy: Alibaba-owned department store Intime was the world’s top-performing retailer for 13 of its international beauty and cosmetics tenants in 2020. In light of Covid-related changes, the retailer upgraded its omnichannel strategy and adapted to new trends such as spiking at-home consumption, counter-to-home delivery and in-store pickups. Demand for skincare and eye makeup soared as people focused on self-care and beautification. China became the largest market for French beauty products for the first time in 2020, ahead of Germany and the US.

Staying Health

Tonic Snacks Trending as Chinese New Year Gifts: JD’s data shows that remote orders of tonic products grew more than 35% from last month. Many people living in first-tier cities have started to send tonic gift boxes to their families in third or fourth-tier cities since this January. Top tonic choices include bird nests, health tea, cordyceps sinensis, fish maw and ginseng. Female consumers account for more than 70% of sales for bird nests and fish maw, consumers under 30 years old fancy health tea, and those above 45 years old prefer cordyceps sinensis and ginseng. People from the Yangtze River Delta and the Pearl River Delta spend more on raw ingredients and prefer to cook them in the traditional ways for fine nourishment, whereas northern China and northeast China are more likely to buy ready-to-eat offerings.

Premium and Luxury

Throwaway Economy: Chinese Consumers Are Ditching Luxury Goods Within 1-3 Years, Says New Study: A global study by luxury giant Kering found China to be the most prominent throwaway culture market, where the majority of respondents reported keeping their items for only one to three years. Only 6% of Chinese shoppers kept their luxury goods for more than 10 years, compared to 31% and 33% of consumers in the US and Japan respectively.