CHINA. Global Premium Duty Free (GDF) Plaza in Haikou, Hainan province achieved a new monthly sales record in November, breaking through the CNY380 million (US$59.6 million) mark, a month-on-month increase of +52%.
On 30 November, GDF Plaza’s third floor was officially unveiled, driving storewide sales on a single day to CNY30 million (US$4.7 million), while the passenger flow increased by +30% month-on-month.
Positioned differently to the existing first-floor liquor area, the third-floor area embraces the upscale theme of ‘World of Spirits’. It houses more than 112 brands, including renowned consumer favorites such as Martell, Rémy Martin, Hennessy and The Macallan, together with the recently introduced single malt Scotch whisky single malt The Glen Grant. Cognac brand Hardy also makes its debut.
Campari introduced its ultra-premium single malt Scotch whisky The Glen Grant Dennis Malcolm 60th Anniversary Edition, an exclusive limited-edition of just 360 hand-blown, individually numbered crystal decanters, offering great collector value.
Consumer reaction to the store changes was overwhelmingly positive. “I can notice the new changes every time I come to GDF Plaza, many international high-end brands have been newly introduced. I want to seize the opportunity of the year-end discounts and plan to buy next year’s skin care and cosmetics products,” said Ms. Li, a GDF Plaza loyalty member who frequently travels between Beijing and Haikou.
Since its first phase was opened on 31 January this year, GDF Plaza has added a total of 262 brands. That includes 40 new labels across the cosmetics, alcohol, sunglasses, watches, toys and five other categories introduced since the opening of Phase II on 30 August.
In GDF Plaza Phase II, American cosmetics brand Urban Decay, French beauty label Christian Louboutin, and British fragrance house Penhaligon’s (which has a Royal Warrant) were launched in Haikou for the first time, while Dutch bodycare and home brand Rituals made its Hainan duty free debut at the store.
Hermès beauty, Bandal, Lego and other brands were also introduced, while luggage brand Samsonite, watch brand Fiyta and others will be launched in the near future.
GDF Plaza also upgraded the interior design of some luxury beauty brands to provide consumers with a more sophisticated, luxurious and experiential shopping environment. Shiseido’s first new ‘Alive with Beauty’ experience concept store in China was unveiled at GDF Plaza, while the counters of La Mer, Estée Lauder, SK-II, Tom Ford and others, all featuring the most famous products from each house, have been elegantly upgraded.
A GDF Plaza spokesperson said that more international luxury brands will be introduced in the next stage of the store’s development to enrich the category range and to create differentiation with other Hainan duty free shops. This represents a continuation of the company’s efforts to expand and strengthen Hainan Free Trade Port’s duty free market, the company concluded.