Westfield is preparing for a record number of visitors for Chinese New Year (19 February) as domestic and international Chinese shoppers are expected to descend on both London centres to make the most of the celebratory week.
Chinese spend at Westfield London during the month of February has increased 291% since 2009, while spend in Westfield London’s luxury quarter, The Village, has grown 281% in the same period. Chinese New Year is one of the strongest months for Chinese spend at Westfield, alongside Chinese Golden Week in October and increasingly, the January sales period.
Myf Ryan, marketing director – UK & Europe, said: “China is the number one international market to visit Westfield London, particularly The Village. These visitors are driven by their favourite designer brands including Louis Vuitton, Burberry and Gucci*. Each year during Chinese New Year, local and international Chinese shoppers visit both centres to shop at our luxury brands and experience Westfield’s unrivalled, personalised Chinese service.
“As various industry statistics show, Chinese tourists are increasingly spending more each time they visit the UK. Supporting our retailers to attract these shoppers is an important focus for both our London centres, particularly around key shopping moments like Chinese New Year. In the run up, we have been working with our retail partners to help them with their initiatives, as well as, providing in-centre entertainment to attract visitors.”
Westfield qualified as one of the first GREAT China Welcome Charter members, a new initiative from VisitBritain to make Britain the destination of choice for the rapidly-growing Chinese market. The new Charter will help Chinese visitors easily identify hotels, attractions, retailers and tour operators that are making themselves ‘China-ready’ by providing information in Chinese and adapting their products for the market.
Westfield’s sophisticated services include Mandarin speaking concierge and retail staff, bespoke collateral such as Mandarin mall guides and digital in-centre screens, and an optimised Mandarin website. Westfield also widely accepts China Union Pay card and offers discount cards, as well on-site tax refunds and free coach parking for group visits.
Visitors looking for convenience will be met by the concierge and valet team providing services such as handsfree shopping, UK and international hotel delivery. What’s more, if visitors crave a flavour of home during their visit, Westfield offers a variety of Chinese restaurants at their two London centres.
On Chinese New Year’s Day, Westfield Stratford City will be hosting a Chinese Cooking masterclass, while Westfield London will have calligraphers and a Chinese Tea Ceremony. Both centres will be celebrating with traditional Lion Dance performances throughout the weekend.