Presentation from NRF 2022: Retail’s Big Show Harlan Bratcher, JD.com Deborah Weinswig, Coresight Research Nick Woodhouse, Authentic Brands Group

1. Chinese shopping
festivals – how to
prepare and
capitalize on
growth
opportunity
Nick Woodhouse
President and
Chief Marketing Officer,
Authentic Brands Group
Deborah Weinswig
CEO,
Coresight Research
MODERATOR
Harlan Bratcher
Global Business Development
Head, JD Fashion, JD.com

2. Deborah Weinswig | deborahweinswig@coresight.com | (917)-655-6790
2
China Market Entry
Shopping Festivals are massive events in China with entertainment front and center
74.8%
18.6%
6.6%
Have Bought During a Shopping
Festival
Have Not Bought During a Festival
Cannot Remember
Three-quarters of beauty and
personal care (BPC) shoppers
in China purchased BPC
products during a shopping
Base: Chinese respondents aged 18+ who had bought BPC products in the past 12 months
Source: Coresight Research
Gamification the #2 reason for purchase during festivals—reflecting
their entertainment value
Top Three Reasons for Buying During Festivals:
52.8%
Price
discounted
41.0%
Part of a
game
30.8%
Recommended
by friends/family
Singles’ Day 2021
$139 billion in sales
6.18 2021
$91 billion in sales
Chinese New Year 2021
$127 billion in sales
CORESIGHT
RESEARCH
PROPRIETARY
DATA

3. 2022
CHINESE VS WESTERN FESTIVALS
Sep 5 - Labor Day
Sep 10 - Teacher’s Day
Sep 21 - Mid-Autumn Festival
SEP
Mar 8 - International Women’s Day
Jan 1 - New Year
JA
N
MA
R
FEB
Feb 1-7 - Chinese New Year
Feb 14 - Valentine’s Day
Feb 15 - Lantern Festival
May 1 - Labor Day
May 4 - Youth Day
May 13 - Mother’s Day
May 20 - “I Love You” Day
May 22 - The Buddha’s Birthday
May 30 - Memorial Day
Apr 1 - April Fool’s Day
Apr 5 - Tomb Sweeping Day
Apr 18 - Easter Monday
AP
R
MA
Y
Jun 1 - Children’s Day
Jun 3 - Dragon Boat Festival
Jun 17 - Father’s Day
Jun 18 - 6.18
JU
N
JUL
Aug 14 - Chinese Valentine’s Day
Aug 22 - Spirit Festival
AU
G
Oct 1-7 National Day Holiday
Oct 14 - Chong Yang Festival
(Double 9th)
Oct 31 - Halloween
OC
T
Nov 11 - Singles Day
Nov 24 - Thanksgiving Day
NO
V
Dec 25 - Christmas Day
DE
C
Q1
Q3
Q4
Q2
Jul 4 - Independence Day

4. *Pending acquisition in Q1 2022

5. Top 10 Most Populated Regions
CHINA
C H O N G Q I N G | 3 1 . 2 4 M
S H A N G H A I | 2 4 . 2 3 M
B E I J I N G | 2 1 . 5 3 M
C H E N G D U | 1 6 . 5 8 M
T I A N J I N | 1 5 . 5 9 M
G U A N G Z H O U | 1 4 . 9 0 M
S H E N Z H E N | 1 3 . 0 3 M
W U H A N | 1 1 . 0 8 M
S H I J I A Z H U A N G | 1 1 . 0 3 M
H A R B I N | 1 0 . 8 5 M 10
9
8
7
6
5
4
3
2
1
10
9
8
7
6
5
4
3
2
1

6. Top 10 Most Populated Regions
USA
N E W Y O R K , N Y | 8 . 6 2 M
L O S A N G E L E S , C A | 4 . 0 8 M
C H I C A G O , I L | 2 . 6 7 M
H O U S T O N , T X | 2 . 3 7 M
P H O E N I X , A Z | 1 . 7 4 M
P H I L A D E L P H I A , P A | 1 . 5 9 M
S A N A N T O N I O , T X | 1 . 5 7 M
S A N D I E G O , C A | 1 . 4 6 M
D A L L A S , T X | 1 . 4 0 M
S A N J O S E , C A | 1 . 0 3 M
10
9
8
7
6
5
4
3
2
1
10
1
8 7
9
6
5
4
3
2

7. ABG’s Growth in Key Regions

8. Key Chinese Shopping Festivals
Q1
N I A N H U O F E S T I V A L
( C H I N E S E N E W Y E A R )
J A N U A R Y – F E B R U A R Y
Q2 Q3 Q4
V A L E N T I N E ’ S D A Y
F E B R U A R Y 1 4
G I R L ’ S D A Y &
I N T E R N A T I O N A L
W O M E N ’ S D A Y
M A R C H 7 - 8
M E N ’ S F E S T I V A L
A P R I L 2 4 - 2 6
M O T H E R ’ S D A Y
M A Y 8
I L O V E Y O U D A Y
M A Y 2 0
C H R I S T M A S
D E C E M B E R 1 4 - 2 5
J D ’ S 6 1 8 F E S T I V A L
J U N E 1 8
8 1 8 F E S T I V A L
A U G U S T 1 8
9 9 W I N E F E S T I V A L
S E P T E M B E R 1 - 9
D O U B L E 1 1
F E S T I V A L
N O V E M B E R 1 1
D O U B L E 1 2
F E S T I V A L
D E C E M B E R 1 1
C H I L D R E N ’ S D A Y
J U N E 1

9. Nautica: Chinese New Year
A C T O R A N D S I N G E R T A N K E N J I ,
9 . 2 M + F A N S , I N N A U T I C A
J D . C O M E C O M M E R C E P R O M O T I O N S
演 员 & 歌 手 檀 健 次

10. Juicy Couture: STAFFONLY Collaboration
W E I X I N S O C I A L C O M M E R C E P R O M O T I O N S

11. Juicy Couture: STAFFONLY Collaboration

12. Juicy Couture: Shanghai Fashion Week
L I V E S T R E A M B R O A D C A S T

13. 37
Juicy Couture: Chinese New Year
J D . C O M E C O M M E R C E P R O M O T I O N S W E I B O S O C I A L M E D I A P R O M O T I O N S

14. Spyder: 2022 Winter Olympics Beijing Campaign
D E C E M B E R 1 0 , 2 0 2 1 — M A R C H 1 0 , 2 0 2 2

15. 国内滑雪大咖张弛
国内滑雪大咖何悲
国内滑雪新秀王庆达 国内滑雪新秀栋栋
Spyder: Athlete KOLs
S K I E R Z H A N G C H I
S K I E R H E B E I
S K I I N G R O O K I E
W A N G Q I N G D A
S N O W B O A R D R O O K I E
D O N G D O N G

16. 知名演员：孙亦沐
Spyder: Celebrity KOLs
A C T O R S U N Y I M U

17. Brooks Brothers: Chinese New Year