Main Topic: Enter the mouse... Chinese New Year preparation

Hosts: Clyde Warden & James Stanworth

Before Lunar New Year, retailers ramp up, but in ways very different from the Christmas season in the West. James and Clyde talk about what retailing changes take place and share LOTS of photos.

From decoration for the door to religious bai bai offerings, retailers get a big boost during Lunar New Years! Gift giving tends to be for adults, not children. Drink and food makes a good gift, but the best gift of all is one with no expiration date. There is a popular story told in Taiwan about how a gift given by a person ended up being given back to the giver after going through a number of other givers and receivers. In other words, the best gift is one that can be used later for gift giving. Whiskey seems to serve this purpose very well.

Children do not get gifts, but they do get red envelopes of cash, which they then promptly spend on games and toys. Not uncommon is the responsibility of turning over all cash from the red envelopes to Mom who promises to put the money in the bank, post office savings account, or to a good use for the family. The point is, there is not anything like the consumption orgy of Christmas in the West.

Here is a flier (called DM here) showing how the Lunar New Year is used in retailing ads.
Click here to downlod (23.22MB).

The Chinese New year is about the annual family reunion.

Photos:

• (1) Lights, lanterns, banners, decorations and fire crackers are a big part of Chinese New Year. All these are found in this eye catching shop. (1) Lights, lanterns, banners, decorations and fire crackers are a big part of Chinese New Year. All these are found in this eye catching shop.
• (2) Plenty of stock on this shop all set to go for the New Year. (2) Plenty of stock on this shop all set to go for the New Year.
• (3) Pictures hanging outside the door are important, like these Gods for the left and right of the front 'gate'. (3) Pictures hanging outside the door are important, like these Gods for the left and right of the front 'gate'.
• (4) The entrance to a chain of hypermarkets. They are all well set up, too. (4) The entrance to a chain of hypermarkets. They are all well set up, too.
• (5) This new year will be good value! (5) This new year will be good value!
• (6) The lanterns are so obvious in all decoration. Hangings too (see the year of the mouse) draw in the eye. (6) The lanterns are so obvious in all decoration. Hangings too (see the year of the mouse) draw in the eye.
• (7) Decorative flags hang through the store. (7) Decorative flags hang through the store.
• (8) Merchandizing emphasizes the idea of plenty. Here piles of candies are all marked with happy new year greetings (8) Merchandizing emphasizes the idea of plenty. Here piles of candies are all marked with happy new year greetings
• (9) Stores often offer candies to kids. (9) Stores often offer candies to kids.
• (10) This local store has its new year decorations right in entrance path and designed to look like an offerings table. (10) This local store has its new year decorations right in entrance path and designed to look like an offerings table.
• (11) Red doorway decorations. (11) Red doorway decorations.
• (12) Doorway decorations for sale at a small stall set up a week before New Year. (12) Doorway decorations for sale at a small stall set up a week before New Year.
• (13) Entrance to Carrefour full of New Year merchandise. (13) Entrance to Carrefour full of New Year merchandise.
• (14) Candy and dried fruit and lots of ceiling decorations. (14) Candy and dried fruit and lots of ceiling decorations.
• (15) New colorful jackets for sale that are standard dress on the special day. (15) New colorful jackets for sale that are standard dress on the special day.
• (16) Dried fruits and other snacks; part of the eating emphasis of New Year. (16) Dried fruits and other snacks; part of the eating emphasis of New Year.
• (17) As Consumers shop more, getting supplies for the big day, retailers roll out more samples and demos. (17) As Consumers shop more, getting supplies for the big day, retailers roll out more samples and demos.
• (18) New Year dress. (18) New Year dress.
• (19) Retailers stock up. (19) Retailers stock up.
• (20) Snacks packaged for easy travel and gift giving. (20) Snacks packaged for easy travel and gift giving.
• (21) (21)
• (22) Packaging to attract the kids. (22) Packaging to attract the kids.
• (23) So much merchandise movement in the store is limited. (23) So much merchandise movement in the store is limited.
• (24) Children's clothes. (24) Children's clothes.
• (25) Big fortune pillows. Because visiting extended family member's homes is required, furniture will be on show. (25) Big fortune pillows. Because visiting extended family member's homes is required, furniture will be on show.
• (26) (26)
• (27) (27)
• (28) (28)
• (29) New Year underwear has been a fad recently. (29) New Year underwear has been a fad recently.
• (30) Snacks piled up to the ceiling. (30) Snacks piled up to the ceiling.
• (31) Blankets in red, seat covers in red, everything red. (31) Blankets in red, seat covers in red, everything red.
• (32) (32)
• (33) (33)
• (34) Pallets of goods dropped in the middle of the store. (34) Pallets of goods dropped in the middle of the store.
• (35) Soda, not normally a big drink at meals, gets put out for guests. (35) Soda, not normally a big drink at meals, gets put out for guests.
• (36) (36)
• (37) Just for New Year, alcohol displays are huge. (37) Just for New Year, alcohol displays are huge.
• (38) Taiwan is a top market for Johnnie walker. (38) Taiwan is a top market for Johnnie walker.
• (39) Interesting bottle designs fit well with the goal of gift giving. (39) Interesting bottle designs fit well with the goal of gift giving.
• (40) (40)
• (41) (41)
• (42) (42)
• (43) Samples. . . (43) Samples. . .
• (44) Samples. . . (44) Samples. . .
• (45) Samples. . . (45) Samples. . .
• (46) Samples. . . (46) Samples. . .
• (47) Samples. . . (47) Samples. . .
• (48) (48)
• (49) Bai bai look-alikes that are actually snacks. (49) Bai bai look-alikes that are actually snacks.
• (50) Fish, chicken, pork. (50) Fish, chicken, pork.
• (51) (51)
• (52) (52)
• (53) (53)
• (54) (54)
• (55) (55)
• (56) Small independent book supply store converts to all New Year supplies. (56) Small independent book supply store converts to all New Year supplies.
• (57) Wa Goay cakes are fried and eaten during New Year. (57) Wa Goay cakes are fried and eaten during New Year.
• (58) A gift left for Clyde. (58) A gift left for Clyde.
• (59) (59)
• (60) (60)
• (61) (61)
•  

ConsumerCam:

Show Links:

• Separation and Reunion in Modern China By Charles Stafford (A great book on why this is all so important)
  

Bottom Line:

• The Chinese New Year is a time to rest for the majority; this is especially visible in the business districts.
• The anticipation of excitement is returning back to the home town and spending time with the family.
• In retail stores the snacks and New Year decors are in heavy promotion and display, creating an atmosphere buildup.
• People exchange Red envelopes (紅包Œ…) that contains cash (Clean new notes a must) to each other, this is similar to Christmas presents in the West.
• Giving alcohol (Mostly hard liquor) as a present is also acceptable during that period, alcohol is often on sale during that time.
• New Year's related products can be seen in stores.
• The color red is a popular color, it symbolizes good fortune and good luck.