Chinese New Year in Melaka, Malaysia

Date : 14 January 2020

We spent a day in Melaka to understand how the key retailers drive sales in the lead up to Chinese New Year. The popular Jonker Street night market, located in Chinatown, was packed with locals and tourists. To drum up the spirit of Chinese New Year, the street was lit with red lanterns and the God of Fortune gave out lucky red envelopes to everyone.

Source: IGD Research

 

AEON Bandaraya has a special Yee Sang (prosperity salad) corner featuring the seasonal salad kit that many shoppers will buy to celebrate the occasion. While we were visiting, there were several promoters providing sampling and introducing special bundled deals. Besides food, cleaning products were also featured as most homes will be thoroughly cleaned to freshen up for the new year.  

  

Source: IGD Research

 

Tesco Melaka had a big signage showing “Ong Mali” which means “prosperity comes” at the front of the store. The retailer had been building on this campaign over many years. To celebrate the year of the rat, the retailer used a cute icon of a boy wearing a cute mouse headgear as its mascot. Mickey mouse packaging on chocolates and bright red clothes were some of the key highlights to draw shoppers.  Shoppers who spend over MYR88 stand a chance to win a lucky draw prize.

  

Source: IGD Research

 

Guardian in Dataran Pahlawan drives a healthy beauty message throughout the store. There are offers of purchase with purchase, special online promotions and time-limited deals available to celebrate “New Year New Style”.

  

Source: IGD Research

 

Keep an eye for our round up of the best-in-class Chinese New Year execution in the region.  

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