Shopping of new year goods (a.k.a. “Nianhuo” in China) is a tradition of Chinese New Year (“CNY”) when retailers should get ready in advance. Data from Alibaba revealed some insights about this shopping season.
Tmall has sold 380 million new year goods with daily average transactions grown by 42% YoY. Taobao new year goods sales increased by 36% YoY; each user on average visited 5 stores. Rural users from over 28 thousand villages across China bought new year goods on Taobao.
Urban areas accounted for 83% of all sales during the new year goods sales 2017. 83% of orders were placed via mobile apps. Chinese millennials (post-80s and post-90s) are the main forces of Chinese New Year shoppers, accounting for close to 80% of total consumers’ spend.
Apparel and cosmetics are the popular categories among post-90s while electric appliances, household consumption, home supplies, and maternal supplies are the top spend categories among post-80s.
The Most Popular Online Shopping Cities
Purchase of air purifier during CNY has seen significant growth during the past two years.