The Jessica’s Secret Index: What spirits are hottest with Chinese travellers?

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.

Flying high: Martell XO tops a stellar Pernod Ricard Global Travel Retail line-up starring in The Jessica’s Secret Index.

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

  1. Moutai Feitian Moutai 2014 500ml
  2. Martell XO 0.7l
  3. Chivas Regal XV 15yo 1l
  4. Moutai Feitian Moutai 500ml
  5. Wuliangye 52% 2013 500ml
  6. Chivas Regal 12yo 200ml
  7. The Chivas Brothers’ Blend 1l
  8. Johnnie Walker Black Label 200ml
  9. Moët & Chandon  750ml
  10. Baileys Original Irish Cream 20cl
  11. Kweichow Moutai 53% 375cl
  12. Chivas Regal 18 Years Old Ultimate Cask Collection Japanese Oak Limited Edition 1l
  13. Hibiki Japanese Harmony Master’s Select 70cl
  14. Kweichow Moutai Legendary China Collection Li Bai Edition 375ml
  15. Absolut vodka 5cl
  16. Hennessy XO 1l
  17. Chivas Regal 12yo 1l
  18. Chivas Regal 18 Year Old Ultimate Cask Collection 1l
  19. Rémy Martin Louis XIII 700ml
  20. Moutai 53 贵州茅台 五十年度 500ml
  21. Martell Cordon Bleu 700ml
  22. Chivas Regal Extra 100cl
  23. Royal Salute 21yo 70cl
  24. Hennessy V.S.O.P Privilege
  25. Moët & Chandon Rosé Impérial Champagne 150cl
  26. Rémy Martin XO Excellence 1500ml
  27. Rémy Martin Cellar N° 16 1l
  28. Johnnie Walker Blue Label 175cl
  29. 2003 Château Lafite Rothschild 75cl
  30. Wuliangye 52% 0.5l
Jessica’s Secret Founder Mirko Wang delivered a well-received address on understanding the Chinese consumer at The Trinity Forum in Shanghai last November.
Arguably no travel retailer offers a better representation of Chinese spirits than Duty Zero by cdf at Hong Kong International Airport.

Mighty Moutai: The great Chinese spirit Baijiu comes through strongly in The Jessica’s Secret Index with several expressions of Moutai and Wuliangye featuring prominently [Pictured: Duty Zero by cdf at Hong Kong International Airport]
PREVIOUSLY REPORTED ON THE JESSICA’S SECRET INDEX

Most-searched brands overall for January 2019 on Jessica’s Secret.

The Jessica’s Secret Index – Top Beauty Product Searches 2018

  1. Estée Lauder Advanced Night Repair Eye Serum Synchronized Complex II 15ml
  2. Estée Lauder Advanced Night Repair Eye Supercharged Complex 15ml
  3. SK II Facial Treatment Essence 330ml
  4. Shiseido Ultimune Power Infusing Concentrate 50ml
  5. Giorgio Armani Lip Maestro Liquid Lipstick
  6. Shiseido Anessa Perfect UV Sunscreen Aqua Booster
  7. La Mer The Moisturizing Cream 60ml
  8. Lancôme Tonique Confort Hydrating Toner 200ml
  9. YSL Rouge Volupté Shine 14 Corail in Touch 4g
  10. Lancôme Advanced Génifique 100ml
  11. Estée Lauder Advanced Night Repair Set
  12. Tom Ford Lip Color 0.1 oz/2.9 ml
  13. SK-II GenOptics Aura Essence Serum 50ml
  14. Kiehl’s Ultra Facial Cream 50ml
  15. La Mer The Treatment Lotion 150ml
  16. MAC Velvet Matte Lipstick
  17. Clarins Double Serum 50ml
  18. Estée Lauder Double Wear Stay in Place Makeup SPF 10
  19. Kiehl’s Creamy Eye Treatment with Avocado 14ml
  20. Giorgio Armani Lasting Silk UV Foundation SPF20 s30ml
Hot property: The Louis Vuitton Monogram Canvas Nano Speedy (M61252) tops the list of handbags searched on Jessica’s Secret.

Jessica’s Secret Index – Top Handbag Searches January 2019

  1. Louis Vuitton Monogram Canvas Nano Speedy M61252
  2. Gucci GG Marmont matelassé mini bag black 446744
  3. Louis Vuitton NéoNoé Monogram Canvas Rose Poudre M44022
  1. Pochette Félicie Monogram Seleção M61276
  2. Gucci GG Marmont matelassé leather super mini bag 476433
  3. Louis Vuitton Neverfull MM Monogram Canvas
  4. Louis Vuitton Nano Noé M41346
  5. Pochette Métis Monogram Canvas M40780
  6. Gucci GG Marmont matelassé leather super mini bag 476433
  7. Gucci Padlock small GG shoulder bag 409487
The Moodie Davitt Report Founder and Chairman Martin Moodie met Jessica’s Secret Founder Mirko Wang (right) in Beijing last month, along with Executive Vice President (and founding investor) Michael Tong (left). Look out for a major interview coming soon.

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.

Jessica’s Secret successfully relaunched Thai travel retailer King Power International’s Chinese website.

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.

Aelia Duty Free and Jessica’s Secret have unveiled a joint promotion for Chinese shoppers visiting Rome Fiumicino Airport during the festive season.
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