CHINA. The Moodie Davitt Report is pleased to reveal the latest edition of The Jessica’s Secret Index, in which we assess the spirits brands most searched by Chinese consumers on popular Chinese price comparison app Jessica’s Secret [click here to download the English version of the app] in January.
As reported, The Moodie Davitt Report has tied up with Jessica’s Secret to produce a monthly snapshot of the duty free products most price-searched by Chinese travelling consumers.
The Jessica’s Secret Index, in association with The Moodie Davitt Report, provides a key indicator of what’s hot with Chinese travellers. The Index will in time include an overall product ranking as well as segmentation by key categories, including beauty, spirits and leathergoods with other joint projects to follow.
The Moodie Davitt Report Founder & Chairman Martin Moodie said: “We are delighted to bring you the latest findings from Jessica’s Secret, which goes from strength to strength. From a start-up four years ago, the app has been downloaded 1.2 million times. Each month 220,000 consumers are using the platform. All over the world, Chinese travelling shoppers can be seen price comparing items in duty free shops using Jessica’s Secret on their mobile platforms.
“Pricing data covers over 40 countries, 400 stores and 15 million SKUs and there is much more to follow. Prices are updated every half hour with exchange rates. The Jessica’s Secret Index offers a timely insight into what’s hot with the most important consumer demographic in travel retail today and our first analysis of the spirits sector presents some intriguing insights.” [Look out for Martin Moodie’s major interview with Jessica’s Secret’s Founder Mirko Wang, coming soon in The Moodie Davitt Print and Online magazines.]
The first Jessica’s Secret Index for spirits analyses the 30 skus most searched on the app in January. The findings underline several interesting trends, including the popularity of smaller bottles (200ml and 500ml in particular).
Our top 30 will make happy reading for Pernod Ricard Global Travel Retail, whose brands and skus occupy 11 of our top 30 places. That great Chinese spirit, Baijiu, comes through strongly too, with several expressions of Moutai and Wuliangye featuring prominently. The need for travel retailers to offer the best of China and the best of the world is made clear in the results.
The Jessica’s Secret Index – Top Spirits Brand Searches January 2019
- Moutai Feitian Moutai 2014 500ml
- Martell XO 0.7l
- Chivas Regal XV 15yo 1l
- Moutai Feitian Moutai 500ml
- Wuliangye 52% 2013 500ml
- Chivas Regal 12yo 200ml
- The Chivas Brothers’ Blend 1l
- Johnnie Walker Black Label 200ml
- Moët & Chandon 750ml
- Baileys Original Irish Cream 20cl
- Kweichow Moutai 53% 375cl
- Chivas Regal 18 Years Old Ultimate Cask Collection Japanese Oak Limited Edition 1l
- Hibiki Japanese Harmony Master’s Select 70cl
- Kweichow Moutai Legendary China Collection Li Bai Edition 375ml
- Absolut vodka 5cl
- Hennessy XO 1l
- Chivas Regal 12yo 1l
- Chivas Regal 18 Year Old Ultimate Cask Collection 1l
- Rémy Martin Louis XIII 700ml
- Moutai 53 贵州茅台 五十年度 500ml
- Martell Cordon Bleu 700ml
- Chivas Regal Extra 100cl
- Royal Salute 21yo 70cl
- Hennessy V.S.O.P Privilege
- Moët & Chandon Rosé Impérial Champagne 150cl
- Rémy Martin XO Excellence 1500ml
- Rémy Martin Cellar N° 16 1l
- Johnnie Walker Blue Label 175cl
- 2003 Château Lafite Rothschild 75cl
- Wuliangye 52% 0.5l
The Jessica’s Secret Index – Top Beauty Product Searches 2018
- Estée Lauder Advanced Night Repair Eye Serum Synchronized Complex II 15ml
- Estée Lauder Advanced Night Repair Eye Supercharged Complex 15ml
- SK II Facial Treatment Essence 330ml
- Shiseido Ultimune Power Infusing Concentrate 50ml
- Giorgio Armani Lip Maestro Liquid Lipstick
- Shiseido Anessa Perfect UV Sunscreen Aqua Booster
- La Mer The Moisturizing Cream 60ml
- Lancôme Tonique Confort Hydrating Toner 200ml
- YSL Rouge Volupté Shine 14 Corail in Touch 4g
- Lancôme Advanced Génifique 100ml
- Estée Lauder Advanced Night Repair Set
- Tom Ford Lip Color 0.1 oz/2.9 ml
- SK-II GenOptics Aura Essence Serum 50ml
- Kiehl’s Ultra Facial Cream 50ml
- La Mer The Treatment Lotion 150ml
- MAC Velvet Matte Lipstick
- Clarins Double Serum 50ml
- Estée Lauder Double Wear Stay in Place Makeup SPF 10
- Kiehl’s Creamy Eye Treatment with Avocado 14ml
- Giorgio Armani Lasting Silk UV Foundation SPF20 s30ml
Jessica’s Secret Index – Top Handbag Searches January 2019
- Louis Vuitton Monogram Canvas Nano Speedy M61252
- Gucci GG Marmont matelassé mini bag black 446744
- Louis Vuitton NéoNoé Monogram Canvas Rose Poudre M44022
- Pochette Félicie Monogram Seleção M61276
- Gucci GG Marmont matelassé leather super mini bag 476433
- Louis Vuitton Neverfull MM Monogram Canvas
- Louis Vuitton Nano Noé M41346
- Pochette Métis Monogram Canvas M40780
- Gucci GG Marmont matelassé leather super mini bag 476433
- Gucci Padlock small GG shoulder bag 409487
Jessica’s Secret produces a range of other services for the travel retail sector. It launched Thai travel retailer King Power International’s dedicated Chinese website in October 2018 and also won an award from the retailer for most trustworthy online partner last month.
Other travel retailers are also working with Jessica’s Secret to better target Chinese travellers. Last month Aelia Duty Free launched a Jessica’s Secret promotion (pictured below) specifically for Chinese shoppers visiting Rome Fiumicino Airport. If they spend €360 in Aelia stores, they get a 10% (€36) discount.
