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10 Nov 2017

Waitrose expecting sales in China to quadruple for ‘Singles Day’

China

Waitrose expects sales of its products in China to quadruple for ‘Singles Day’*, the world's largest shopping event, this Saturday (11th November).

The supermarket only started exporting to China in 2016, but demand is such that it is anticipating that orders will increase significantly this year compared to last. Waitrose has also doubled the number of products available since launch to more than 100.

While chocolates, biscuits, teas and coffees are already selling well, Waitrose mueslis and squeezable honey are predicted to be this year’s biggest sellers with sales already up 70 per cent and 150 per cent, respectively.  

Orders for Waitrose wines, including its own label Ripasso di Valpolicella and St Emilion, have been increased by 30 per cent for this weekend.  A range of spirits and English fizz, including the Leckford Estate Brut, which is made from grapes grown on its own farm in Hampshire, will also be available this year. 

The Freesia & Pear fragrance from the Waitrose Heritage Collection beauty range is already proving popular with Chinese consumers too with orders up 234 per cent. 

Although men in China are increasingly purchasing from the west, almost 70 per cent of Waitrose products are currently bought by women with demand highest in major cities such as Beijing, Shanghai, and Guangzhou.

Waitrose Business Manager for International Sales, Daniel Armstrong, said:

It's difficult to ignore the importance of the Chinese market, particularly ecommerce, as demand for high quality, British products continues to grow rapidly. Our sales in China are already up almost 75 per cent on last year and we expect Singles Day to provide another huge boost this weekend.”

For further information:
Please contact James Armstrong on 01344 824657/07764 676 880 or email james.armstrong@waitrose.co.uk

*Singles' Day began two decades ago in China as a new shopping holiday meant to celebrate those without romantic partners, in a response to Valentine's Day. It’s now the world's largest shopping event with a variety of online discounts available.

Waitrose first started exporting to China in April 2016. It was the first time the UK supermarket had exported to a country via a website platform only and has given China, as the world’s fastest growing ecommerce market, access to products and ranges, including Waitrose Duchy Organic, essential Waitrose and its premium range, Waitrose 1. 

Waitrose products are sold in China through a number of online marketplaces, including Tmall Global, which is operated by the Alibaba Group as well as Netease, VIP and Little Red Book. 

Last year, Alibaba recorded almost £14 billion in sales in 24 hours on Single’s Day, nearly 25% increase on the previous year and almost three times the online sales generated by Black Friday and Cyber Monday combined in the US.

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