Year of Snake helping 'scale' up sales

As the Year of the Snake approaches, sales of products with serpentine elements have witnessed explosive growth on major e-commerce platforms, which experts said showcases not only the strong resonance of traditional Chinese culture among shoppers, but also the vitality of the country's consumer market.

Snakes are the sixth animal in the 12-year cycle of the Chinese zodiac, and are considered to be symbols of wisdom, longevity and good fortune.

Data from e-commerce platform JD showed that searches for snake-related merchandise via its online marketplace surged more than 100 percent year-on-year in the past week, with serpent-themed commemorative coins, spring couplets and gold ornaments leading the trend.