Year of Snake helping 'scale' up sales

As the Year of the Snake approaches, sales of products with serpentine elements have witnessed explosive growth on major e-commerce platforms, which experts said showcases not only the strong resonance of traditional Chinese culture among shoppers, but also the vitality of the country's consumer market.

Snakes are the sixth animal in the 12-year cycle of the Chinese zodiac, and are considered to be symbols of wisdom, longevity and good fortune.

Data from e-commerce platform JD showed that searches for snake-related merchandise via its online marketplace surged more than 100 percent year-on-year in the past week, with serpent-themed commemorative coins, spring couplets and gold ornaments leading the trend.

The transaction volume of such reptilian-related home accessories topped the list, followed by cultural and educational supplies, clothing, toys, musical instruments and kitchenware, JD said.

According to JD, consumers from Guangdong province, Beijing and Jiangsu province purchased the most products featuring snake-themed elements, such as red envelopes, couplets, lanterns and zodiac decorations. Underwear and socks with images of the slithery creatures have gained popularity among Chinese consumers aged between 26 and 45, it added.

Online discount retailer Vipshop said sales of sweatshirts incorporating serpentine themes surged 71 percent between Jan 6 and Jan 12 compared with the previous week, while the turnover of similarly themed children's coats soared 68 percent.

Such themed nut gift boxes and bracelets are favored by consumers, with their sales jumping 53 percent and 31 percent, respectively, during the period, said Vipshop.

Moreover, international luxury brands, including Burberry, Tiffany and Qeelin, have launched more than 1,000 styles of limited edition commodities with snake elements specially tailored for the Chinese market on Tmall, Alibaba Group's business-to-customer platform, ahead of Spring Festival.

Jason Yu, managing director and vice-executive president of CTR Media Convergence Institute, said the purchasing frenzy of zodiac-related products ahead of the upcoming Spring Festival holiday demonstrates Chinese consumers' aspiration for a better life in the new year.

Yu said China's Generation Z shoppers — those born between the mid-1990s and early 2010s — are displaying a growing sense of national pride and confidence in Chinese culture, and snake-themed products weaving traditional Chinese cultural elements into their modern design are gaining traction among younger consumers.

Yu expects China's consumer market will gain growth momentum this year, fueled by a series of pro-consumption policies, such as the consumer goods trade-in program. He called for enhanced efforts to improve household incomes and boost people's ability and willingness to spend, so as to further perk up consumption.

Spring Festival is the holiday that Chinese people attach the most importance to, and major Chinese online retailers have launched promotional events ahead of the weeklong holiday, said Hong Yong, an associate research fellow at the Chinese Academy of International Trade and Economic Cooperation.

The cultural connotations that the Chinese zodiac carries have stimulated people's passion for buying ahead of the long holiday, and this shopping surge is crucial for expanding domestic demand and promoting recovery of the consumer market amid downward economic pressure, Hong said.

He added that Chinese consumers' pursuit of Year of the Snake-themed products has also injected fresh vitality into the inheritance of traditional culture, adding that brands should capitalize on traditional Chinese culture to launch more innovative products.