The fes­tive e-shop­ping frenzy

China Daily (Canada) - - SHANGHAI -

More and more con­sumers are turn­ing to on­line plat­forms to buy their Chi­nese New Year es­sen­tials as these vir­tual stores al­low them to avoid the crowds and gain ac­cess to a wider se­lec­tion of goods

spi­anata cal­abra from Hubei prov­ince, seafood from Dalian of Liaon­ing prov­ince, as well as snacks from Xi­a­men of Fu­jian prov­ince and Ma­cao.

Ac­cord­ing to, the most pop­u­lar prod­ucts for this year’s Chi­nese New Year are wines (119 per­cent month-on-month in­crease), nuts (95 per­cent) and home ap­pli­ances (89 per­cent). How­ever, the pop­u­lar­ity of items gen­er­ally vary in the coun­try’s dif­fer­ent re­gions. For ex­am­ple, the top three prod­ucts pur­chased in East China are white wine, nuts and laun­dry de­ter­gent, said Liu Hui, di­rec­tor of pub­lic re­la­tions at

In the lead-up to the Spring Fes­ti­val, the daily sales of fresh gro­ceries and im­ported goods bought on have grown ex­po­nen­tially as well, with the ma­jor­ity of the or­ders be­ing placed by white col­lar work­ers aged be­tween 26 and 35.

Other items, such as chil­dren’s books, air pu­ri­fiers and flat-screen tele­vi­sions, have also seen a big spike in sales.

Over at Ama­zon China, the most pop­u­lar items for the Chi­nese New Year in­clude books, kitchenware, ap­parel, shoes, baby prod­ucts and beauty goods .

“It is a Chi­nese tra­di­tion to wear new clothes dur­ing the New Year and this tra­di­tion has re­sulted in a surge of our ap­parel sales. Clothes used to be ranked seven among all cat­e­gories last year but this year it has jumped to third,” said Brandy Niu, vice-pres­i­dent of Ama­zon China.

The up­grade in con­sump­tion de­mands of Chi­nese con­sumers in re­cent years has also in­her­ently boosted the sales of pre­mium items in the lead-up to the Spring Fes­ti­val. In first-tier Chi­nese cities, goods such as cos­met­ics, de­signer hand­bags and im­ported air pu­ri­fiers rank among the most pop­u­lar, ac­cord­ing to data from Netease Koala, an e-com­merce site that spe­cial­izes in cross-bor­der trades.

“Peo­ple, es­pe­cially those in first­tier cities, are seek­ing per­son­al­ized prod­ucts these days for a spe­cial New Year ex­pe­ri­ence,” said Wang Zheng, spokesper­son from Netease Koala.

For Dai Yun, her New Year’s gift to her 9-year-old daugh­ter is not a toy or a new bag for school. Rather, it will be a trip to Hokkaido, Ja­pan. Even the presents she had been giv­ing to her par­ents have changed. Since a few years ago, she had been gift­ing them ther­a­peu­tic de­vices and elec­tronic foot­baths, items she said they like very much.

Busi­ness own­ers, too, have been get­ting in on the ac­tion. Ge Cong, the owner of an ad­ver­tis­ing agency, said that he will be giv­ing away im­ported air pu­ri­fiers and eye masks to mo­ti­vate his staff to per­form bet­ter in the com­ing year.

“I want to make it spe­cial this time. Send­ing prag­matic and high­qual­ity gifts will help them get off to a good start,” said Ge, who bud­geted around 10,000 yuan for these New Year presents.

He Wei in Shang­hai con­trib­uted to this story.


Peo­ple shop for dec­o­ra­tive flow­ers and plants at a shop­ping mall in Shang­hai ahead of the Lu­nar New Year.

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