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The Qixi Festival, often known as Chinese Valentine's Day, plays a pivotal role in China’s vibrant gift economy. According to recent studies by iiMedia Research, approximately 70 of consumers are planning to purchase gifts for their partners on this day, underscoring its importance. Consumers across different segments prefer jewelry, digital gadgets, and beautyskincare items as gifts; with nearly half of the participants inting to sp between RMB300-1000.
Qixi as a Key Gift-Giving Event
Data from iiMedia Research reveals that in China’s gift economy, the timing for purchasing gifts by users highlights wedding anniversaries, Valentine's DayQixi Festival and other typical occasions. 73.2 of gift economy users opt to buy gifts through comprehensive e-commerce platforms, followed closely by those who prefer physical stores 61.9 and specialized gift websites 39.
Top Categories for Gifts
Over half of the consumers have intentions to purchase gifts for their partners during Qixi. The top three categories are jewelry, digital products, and beautyskincare items. Women lean towards home products, tech gadgets, and fashion apparel; whereas men favor flowers, cosmetics, and jewelry.
As disposable income continues to rise in China, consumers are more willing to invest in gifts as a means of expressing their emotions and gratitude. According to iiMedia Research findings, 24.64 plan expitures between RMB501-1000, while another 20.06 m for budgets over RMB1001-2000. Over 21 of consumers are considering sping more than RMB2000.
Overall Traffic Trs
In the build-up to Qixi on August 22, 2023, there was a notable increase in traffic by approximately 10, with sales peaking around August 13 and another spike during the week of August 18.
Content Search Tr Analysis
Qixi-Related Search Trs: Searches for Qixi-related content skyrocketed on the festival day itself, experiencing a surge of 300 in search volumes with corresponding content exposure increasing by 500. This indicates that users and content creators on platforms like Kushou prioritize producing and consuming related content leading up to and on the day of the Qixi Festival. Merchants are advised to launch their promotional activities a week ahead for optimal impact.
Shopping Search Demand: Searches for terms such as “Qixi activities” and “Qixi gifts” started rising about a week before the festival, peaking 2-3 days prior. Merchants should align their product descriptions and links with these searches to maximize visibility and sales potential during this period.
Consumer Profile at Qixi
Analyzing data from August 9-23, 2023, for users who made purchases totaling over RMB100 in relevant categories:
Demographics: Primarily focused on women aged between 30-45 years old, residing in Tier-I and Tier-II cities. Their interest spans across beauty products, electronics, and luxury goods.
Behavioral Trts: Show a high level of engagement with social media platforms WeChat, Weibo for product discovery and reviews. They are tech-savvy, often using online payment systems Alipay, WeChat Pay, prioritizing convenience and efficiency over physical store visits.
Leveraging insights from this analysis can help businesses effectively tlor their marketing strategies. Understanding consumer preferences, optimizing content and search trs, aligning promotional activities with peak interest periods, and leveraging digital platforms for engagement and sales are key areas to focus on during Qixi.
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