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Seasonal promotions, Dalian style

 Photo: Spending rising during the Christmas holidays.(Courtesy of Xinhua News Agency)
 Spending rising during the Christmas holidays. (Photo courtesy of Xinhua News Agency)
Even before last Christmas, retailers in Dalian launched promotional campaigns. Shop windows of department stores were decorated with attractive cartoons and pictures of snowflakes. Santa Claus themes imbued shops with a warm festive atmosphere. People seemed happy even if they were just window shopping.

In the first floor bazaar at the New-Mart Shopping Mall, there were big discounts in sales of winter boots of various brands are attracting many consumers to stop by and try them on.

According to a salesperson there, this year knee-high long boots are making a comeback and winning over many women shoppers. Normally, a pair of knee-high boots has a price tag of between Rmb2,000 and Rmb3,000; with the discount offer these boots can sell for just Rmb800.

This year, the design of down jackets has incorporated fashionable elements such as rabbit fur and raccoon fur, with the outer shell moving towards higher-end materials such as cashmere and leather.

Shiny, yellow, slim fit down jackets and other bright colours are particularly popular this year, creating a comfortable and simple style when matched with leisure slacks.

For sports style down jackets, both the outer shell material and workmanship are designed to meet the needs of outdoor sports people whose primary choice is warm and wind-resistant jackets.

At some shopping malls, sales of down jackets are paired with other items. For instance, an Esprit woollen sweater on an original price tag of Rmb599 is now sold for Rmb300; Etam premium down jackets are offered at a 60% discount; an ES down jacket which sold at Rmb799 can now be bought at Rmb559.

Off-season special sales

Special sales of certain off-season items, with sporting goods making up the majority, are also doing well.

Many brands take advantage of these special sales to clear their stocks of summer garments by offering discounts up to 50% or even 70%, so that consumers can purchase their products at really low prices.

Unlike the past, this year some "quick fashion" brands, such as C&A, Zara and Uniqlo, offered certain items at cut-throat prices even before the normal "discount season" in January set in.

At Zara, the price of a long-sleeve woollen sweater has dropped from Rmb199 to Rmb169, while C&A not only offers one discount after another but also launches promotional activities to attract a large following of younger consumers.

Even during the period between two festive holidays, business was brisk at the various commercial districts in Dalian.

In the eastern commercial district, where Dalian Department Store, New-Mart Shopping Mall, the Friendship Store, New World Department Store, Pacific Department Store and Mykal form a cluster, promotional activities such as crazy winter sales, extra bonus points and lucky draws have been everywhere.

In Changchun Road, Parkson in the central commercial district has undertaken large-scale promotional campaigns, offering big discounts up to 80% and coupons worth Rmb138 for any purchase of fashion items amounting to Rmb98.

At Sunrise Shopping Center, Erbai Department Store and others in the western commercial district, consumers are offered concessions that include discounts of up to 50% on new winter arrivals, with extra bonus points and free gifts for purchases up to a certain sum.

To attract young consumers who are online Weibo fans, retailers such as Jiuguang Department Store and New World Department Store have been quick to create their official Weibo sites.

Apart from updating information on promotional campaigns at their store and providing product information on new items, Weibo activities include lucky draws for fans forwarding a certain Weibo message, a move to stimulate sales and Weibo fans alike.

from Shirley Li, Dalian Office

Content provided by Picture: HKTDC Research
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