Wed, January 19, 2022


Top retailers gear up for Chinese New Year shoppers

MODERN RETAILERS have launched attractive Chinese New Year campaigns to cash in on the first major festival of 2017 that lures high shopper spending.

According to Kasikorn Research Centre, total spending during the Chinese New Year festival is expected to reach Bt6.4 billion, or at about Bt3,600 per household on average, up 3 per cent from the same festive event last year, driven by the higher prices of goods. 
The challenge for vendors is to find the right strategy to respond to the current behaviour of consumers, both traditional and new generations of Chinese people, who have different points of view on purchasing Chinese New Year offerings (such as chicken and oranges), KResearch says.
Central Food Hall and Tops are welcoming the Year of the Rooster with a “Chinese New Year 2017 Lucky Shopping at Tops” campaign.
Tops says it has adjusted its marketing plans by increasing the variety of auspicious and meaningful Chinese New Year offerings, including a big promotion highlighted by giving away 10-baht-weight gold bars with a total value of Bt13.5 million. It aims at boosting sales during the Chinese New Year festival by 20 per cent.
Phattaraporn Phenpraphat, executive vice president for marketing and public relations at Central Food Retail Co, said Tops realised the importance of the Lunar New Year as a significant event for the large number of Chinese and Chinese-Thai people living in this country. 
“We therefore launched ‘Lucky Shopping at Tops Chinese New Year 2017’ to celebrate the Chinese New Year Festival between January 18 and 28 at all branches of Central Food Hall and Tops,” she said. 
“Tops has been organising Chinese New Year campaigns annually and has received good feedback,” she said.
Robinson Department Store, meanwhile, has launched the “Robinson Chinese New Year” campaign to boost customer spending. 
Robinson has invested more Bt15 million for this campaign, which started on January 4 and runs until the end of the month. It focuses on popular products such as household items including kitchen appliances, dishware and home-decor items, and fashion items and accessories including clothing and handbags.
Anawat Sangkhasap, vice president for marketing at Robinson Department Store, said: “To start the new year of shopping at Robinson, we have launched an aggressive campaign to boost customer spending during the auspicious Chinese New Year, an important festival to celebrate the new year in Thailand. We believe that customers have more spending power during this time.”
Siam Piwat, owner and manager of Siam Paragon, Siam Center and Siam Discovery, has joined forces with Kasikornbank’s credit-card arm to launch a campaign called “Siam Magnificent Chinese New Year 2017”. 
More than Bt50 million has been set aside for promotional activities including special events. Siam Piwat says the campaign is destined to satisfy Thai people of Chinese descent and Chinese tourists who are in the country during the Chinese New Year festival. More than 200,000 shoppers per day are expected to visit the company’s three shopping centres during the period. 
“This year, according to the Tourism Authority of Thailand’s forecast, [at least] 34 million tourists are expected to visit Thailand throughout 2017,” said Chanisa Kaewruen, deputy managing director for marketing events and business relations at Siam Piwat. 
“TAT is aiming for total income of Bt1.78 trillion derived from tourism, increasing by approximately 8.5 per cent compared with last year. The Chinese New Year festival is not only a big time to help boost the national economy but also a golden opportunity for the Thai tourism industry and retail business.” 
Meanwhile, Salinla Seehaphan, corporate affairs director at Tesco Lotus, said the hypermarket company continued to help customers save with special offers on fresh food and key items for Chinese New Year, while offering added convenience via e-commerce.
She said that for the approaching festival, which begins on Lunar New Year’s Day (January 28), Tesco Lotus has introduced several promotions to help customers save money on traditional offerings such as whole chicken, cooked chicken, pork, and several types of fruits. 
Customers who purchase any fresh food items during between now and January 25 will receive cash coupons totalling Bt150 to use with their next purchase of such items from January 26-29. 
Tesco Lotus has focused its investments on category-wide price cuts. One of the key categories is fresh food. 
“For seasonal periods, we also introduce further discounts on key items. This year, we expect to sell more than a quarter of a million kilograms of chicken, among other popular Chinese New Year offerings,” Salinla said. 
“Also for the first time ever, for this Chinese New Year, we have launched a new service to enhance convenience for modern-day customers who may not have time to prepare traditional sacrifices or even travel to the store. Tesco Lotus Shop Online allows customers to place pre-orders of key items including boiled chicken, duck or even lobster, and have these items delivered to their homes in time for the celebration.”
Zpell @ Future Park will also hold the “Make the Perfect Year: Chinese New Year 2017” event, giving away red packets to celebrate the Year of the Rooster. Prizes valued at a |total of Bt3 million include a Mercedes-Benz GLA 200 and a Hong Kong Package Tour. The event will be held from January 25 to February 19.
Rattana Anantanupong, marketing director for Future Park and Zpell, said a total of Bt10 million had been invested in the campaign.
“The event is being joined by more than 1,000 shops that will offer discounts of up to 80 per cent on their products. As for us, we offer the chance for a lucky customer to win a Mercedes-Benz GLA 200 valued at Bt2.09 million with every Bt1,000 purchase, and special red packets for customers more than 50 years old,” she said.

Published : January 20, 2017