In deflation-hit China, one store holds flash sales 4 times a day
BEIJING/HONG KONG—Leo Liu, manager of the sprawling Wankelai store in Beijing announced progressively steeper discounts in a flash sale until he finally sold a cotton jacket and a woman’s undershirt.
In a symptom of China’s deflationary economy, Liu eventually found a customer for the jacket at 20 yuan, or less than a tenth of its initial price of 239 yuan ($33), but he ended up giving away the 39-yuan undershirt, for which nobody wanted to pay.
The exercise was one of four each day in the store that sells clothing, snacks and basic household products.
“We do flash sales to reduce inventory pressure,” said Liu. “We run a small-profit, quick-turnover business model.” While his store was making “thin” profits, it sold some items at a loss, Liu said, adding, “We serve ordinary people.”
Uncertainty
Chinese consumers grappling with uncertainty about jobs and incomes are increasingly turning to discount stores at a time of sluggish household demand.
But analysts say the success of such businesses is stoking deflationary pressures, which can start to drag on growth as they grow at the expense of other retailers.
“The broader shift toward more value-for-money purchases will play a role in deflationary pressures,” said Lynn Song, chief Greater China economist at ING.
“This sort of intense price competition likely adds some pressure on more traditional retail models as well.”
Data on Sunday showed China’s consumer price index missed expectations in February, falling by 0.7 percent from a year earlier, while producer prices fell by 2.2 percent, stretching a run of negative readings dating back to September 2022.
While the growing industrial capacity has led to surging exports, it is also fueling deflationary pressures at home.
Price wars have become ubiquitous, from restaurants that push 3-yuan breakfast menus to electric vehicle maker BYD cutting the price up to below $10,000.
Market share
Coffee vendor Starbucks lost its market leader crown to cheaper local rival Luckin.
“Corporate strategies often seem to prioritize market share instead of profits,” in China, said Louis Kuijs, chief Asia economist at S&P Global Ratings.
“That can really complicate the situation for everybody in that sector driving down prices by just staying there, whether you make any profits or not.”
In a work report last week Premier Li Qiang flagged a greater focus on boosting household spending while cutting the official inflation target to about 2 percent in 2025 from last year’s target of about 3 percent. Inflation was 0.2 percent in 2024.
Shoppers at Wankelai were not in a mood to splash the cash.
Lily Liu, 34, a financial auditor for a technology company, said she was earning less than before the COVID-19 pandemic.
“People like us, struggling a bit financially, are obviously going to shop here,” she said. “I feel like my job could be gone at any moment. I’m working today, but I could be laid off … maybe even tomorrow.”
