Chinese New Year Preview: E-Commerce Platforms and Brands Seek To Tap into the Year of Rat’s $156 Billion in Consumer Spending

What's Inside

Chinese New Year is the most important holiday of the year in Chinese culture. In addition to festive meals at home and at restaurants, Chinese consumers shop for a range of holiday merchandise, decorations, gifts, new clothes. We discuss a number of ways in which retailers and brands are capitalizing on this retail opportunity this year:

• E-commerce platforms are offering various promotions before the Chinese New Year.
• Brands are launching holiday-themed products to celebrate the Year of the Rat.

Sales during Chinese New Year Golden Week could reach ¥1.1 Trillion.