Data insights from international affiliate publisher networks collated by marketing solutions provider, Rakuten Marketing, show a 38% year-on-year increase in orders for advertisers during the core three day period of Chinese New Year.
In particular, non-retail areas such as travel are among the fastest growing internationally. 2017 figures show a 17% bump in completed transactions during Chinese New Year alongside a 37% increase in traffic across travel sector affiliate websites.
Delving specifically into the UK market, a popular tourist destination for Chinese shoppers, orders through the domestic affiliate network of cameras and photography grew by 19% year-on-year, while the health & wellness vertical benefitted from a staggering 83% increase. This suggests the focus on family and friends during Chinese New Year is increasingly about visiting and treating each other with experiences.
Another international consumer focus is on food and drink, which experienced a 27% growth in orders and a 76% increase in traffic online, suggesting an appetite for party essentials. However, people aren’t just looking for any old brand, orders made to luxury and high-end stores increase 32% around Chinese New Year, affirming more premium purchase interests from these audiences.
Mark Haviland, Executive Vice President, Rakuten Marketing Europe, comments, “Sales driven by Chinese buyers are growing; increasingly members of the younger and well-educated generation are entering the global market. While Chinese New Year is still more a more family orientated celebration, the tastes and needs of many consumers are evolving fast highlighting new FMCG opportunities.
“Food and drink has become a major spending area alongside travel now. Hennessy Cognac, Moet and Hennessy have reported continuing robust upward momentum for Chinese New Year celebrations.
“It’s crucial to remember these global sales moments are both a time of heightened demand and competition. Brands must use insight to ensure they get in front of the right global audience segments, with the right message on the right channel.”