Retail in Asia


Online sales of Valentine’s Day limited editions soared in China

Online sales of fashion and luxury goods in China surged on Valentine’s Day according to recent data released by The e-commerce giant reported that various fashion brands have launched limited designs for Valentine’s Day to provide JD consumers with more special choices. Meanwhile, Tmall, Alibaba Group’s online marketplace, revealed that many fashion and beauty brands launched a slew of digital limited-editions for Valentine’s Day.

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Source: T Mall’s Weibo recently revealed that sales of fashion and luxury goods on its e-commerce platform, such as Tory Burch, MCM, FURLA, TOD’S, HUGO BOSS, Emporio Armani, Longines and Coach, had increased significantly during Valentine’s Day.

The turnover of trendy women’s purses increased by more than 10 times year-on-year (YOY). Tory Burch, an American brand that recently opened a flagship store on the platform, saw a 246 percent increase in sales month-on-month compared to the five days before the Valentine’s Day period (9th to 14th February). Sales of other brands like German leather goods brand MCM and long-standing Italian leather brand FURLA also increased by 318 percent and 650 percent respectively month-on-month. Sales of TOD’S increased by 331 percent YOY, and HUGO BOSS and Coach increased by 168 percent and 588 percent respectively YOY.

The sales of facial and skin care products on, which are popular among female consumers, increased by more than five times, and the sales volume of perfumed makeup products grew by 2.4 times YOY. Meanwhile, diamond, watches, and luxury goods sales climbed by over 4 times YOY, while pearls and K-gold accessories sales increased by more than two times.

The other Chinese e-commerce giant, Tmall, saw British luxury fashion brand Burberry offer 100 units of digital pieces inspired by its deer mascot while Swiss luxury watch brand Piaget sold 35 digital collectibles featuring its tiger-themed wristwatch. Tmall said Tom Ford debuted its latest rose-based fragrance, Rose De Chine on Valentine’s Day and Hermès launched a limited-edition lipstick in its signature Rouge Grenat dark red shade. Among the brands looking to maintain sales momentum gathered during Chinese Lunar New Year holiday, Yves Saint Laurent brought forward the launch of an eye cream from April to this month to capitalize on Valentine’s Day demand.

SEE ALSO: Looking at the 2022 Valentine’s Day collections

Consumers of different age groups tend to buy different types of items. Generation-Z consumers in China became the biggest gift-buyers for Valentine’s Day, reported The Economic Observer. Compared with older consumers, they are more likely to purchase gifts from online channels, rather than offline retailers.