Retailing, Franchising, and Consumerism Business Intelligence in China

China Online Retail Sales Doubled During Golden Week

According to statistics from online retail platforms such as and, the average daily trading volume of Chinese online shops was about CNY300 million, a year-on-year increase of 200% — and this was double the pre-holiday volume.

On the website of, many products were sold at a 50% discount over the week-long holiday and some even sold at 20% of their normal market price. The level of promotions was almost the same as general marts and department stores.

Statistics from show that the mainstream products for online shopping during the National Day holiday were digital products, including mobile phones, laptops, and stereos, which accounted for 14% of the total retail sales while apparel products attained the greatest growth rate and the largest sales volume with daily sales numbers of about 700,000, accounting for 16% of the total retail sales and an increase of 6% compared with the same period last year.

In addition, the promotion of Yangcheng Lake Crabs on and became a new spotlight in the 2008 National Day holidays online shopping with daily sales of up to CNY20,000 in a single shop.

As the concept of Golden Week is weakened, more and more consumers shift to a rational schedule. They only spend a part of their holiday in traveling and stay at home and have a good rest for the most of the time, and this has become a driving force for the development of online shopping.

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