Welcoming the Spring Festival: Tmall’s Lunar New Year Shopping Frenzy

Chinese New Year: A Fusion of Tradition and Modernity

Chinese New Year (Spring Festival) is one of the most important traditional holidays in China, typically celebrated on the first day of the lunar new year. It marks the end of winter and the beginning of spring, a time for family reunions and renewal. The celebration has a rich history of over 4,000 years, originating from ancient China’s agricultural society and sacrificial traditions. During this time, families return home from across the globe to enjoy a reunion dinner, and partake in dragon dances, fireworks, and new clothing.

In addition to family gatherings, Chinese New Year is a critical consumption period in China. From giving red envelopes (money gifts), buying New Year goods, decorating homes, to purchasing gifts for friends and family, the shopping demand leading up to the Spring Festival is immense. To meet this demand, e-commerce platforms have swiftly adapted by launching exclusive seasonal promotions, with Tmall’s Lunar New Year Festival (Nian Huo Jie) standing out as one of the most prominent.

The Origin and Timing of Tmall’s Lunar New Year Festival

Tmall’s Lunar New Year Festival was first launched in 2014 to cater to the growing need for pre-Spring Festival shopping. As China’s largest e-commerce platform, Tmall offers a variety of online shopping events and deep promotions during this time. The 2025 Tmall Lunar New Year Festival spans from January 4 to January 16, divided into a pre-sale period and the official sale period, starting January 6. During this time, brands can gain significant exposure, attracting millions of consumers eager to purchase their New Year goods.

Tmall’s Lunar New Year Festival represents a massive opportunity for brands to reach Chinese consumers who are actively engaging in holiday shopping. The platform’s reach and scale make it a prime destination for international brands aiming to enter the Chinese market or strengthen their presence.

E-Commerce Boom During the Lunar New Year

In 2024, the overall online retail sales across China during the Lunar New Year period reached 1.2 trillion RMB (approximately 168 billion USD), reflecting a nearly 9% increase in daily sales from 2023. This robust growth highlights the importance of Lunar New Year promotions, not only for Tmall but also for other major e-commerce platforms like JD.com, Douyin (TikTok in China), and Xiaohongshu (Little Red Book). Brands that actively participate in these campaigns are able to tap into the significant spending power of Chinese consumers during this time.

Key Themes of the 2024 Lunar New Year Festival

The 2024 Tmall Lunar New Year Festival focuses on several key themes:

• Home & Lifestyle: Consumers are eager to update their homes with New Year decorations and festive goods.
• “Guochao” (Chinese Trend): This theme promotes Chinese-made products that align with modern tastes while respecting traditional values. The rise of Guochao reflects a deeper appreciation for domestic craftsmanship, a sentiment that resonates strongly during the Spring Festival.
• Scene-Based Consumption: This refers to personalized shopping experiences that help customers curate the perfect environment for celebrating the New Year, from festive decor to specific household items.

These themes resonate with Chinese consumers and create a perfect environment for brands, particularly those in fashion, home goods, and lifestyle products, to succeed.

The Rise of Social Commerce

In addition to traditional e-commerce giants like Tmall and JD.com, social commerce platforms such as Douyin and Xiaohongshu (Little Red Book) are becoming increasingly influential. In the 2024 festival season, Douyin’s GMV (Gross Merchandise Volume) during the Lunar New Year period saw a 98% increase year-over-year, with a 75% increase in daily order volume and 132% growth in active users. Live-streaming, a major component of social commerce, also reached new heights, with over 377 live-streaming sessions generating millions in sales.

Social commerce allows brands to reach a younger, more engaged audience, especially through live streaming and influencer-driven content. This is a key opportunity for international brands to connect with the Chinese market in an authentic, interactive way.

Conclusion

The Lunar New Year Festival is more than just a celebration of tradition; it’s a major shopping event that offers unmatched opportunities for brands to engage with the growing Chinese consumer market. By leveraging platforms like Tmall, JD.com, Douyin, and Xiaohongshu, brands can tap into an audience that is not only tech-savvy but also highly engaged in seasonal shopping events.

If you’re interested in learning more or need support in navigating these opportunities, feel free to contact us. We wish you a Happy Lunar New Year and a prosperous year ahead!