CHINA. Wangfujing Group today celebrated its 70th anniversary in style as the Beijing department store operator and travel retailer debuted its downtown duty-free store in Changsha, Hunan.
The store, located on the 8th floor of Wangfujing Department Store in the city’s bustling Wuyi commercial district, is one of eight newly approved downtown duty-free stores by the State Council, and currently the only one in Hunan Province. The policy, introduced in August 2024, allows shoppers (Chinese and foreigners) with appropriate documentation to purchase up to 60 days before their international departure with subsequent airport pick-up.
Wangfujing Group said the launch marks a milestone in the group’s duty-free expansion and will contribute to Changsha’s consumer experience upgrade and overall development.
According to Wangfujing, the store pioneers a ‘duty free + duty paid + cross-border’ integrated model, designed to serve diverse customer groups:
- Duty Free Zone: This area serves travellers holding valid documents and departure flight tickets within 60 days. Shoppers can purchase in-store and pick up at the airport. The zone features over 50 international brands, across many major categories, including cosmetics and liquor, with most items priced below market rates.
- Duty Paid Zone: Open to all consumers, this department seamlessly blends cultural heritage with retail by featuring renowned domestic brands and premium Chinese products. It places particular emphasis on speciality items and traditional crafts from Hunan and neighbouring Sichuan Province, including regional delicacies, Sichuan embroidery and Hongguanyao porcelain.
- Cross-Border Zone: This area serves consumers nationwide through an ecommerce platform with direct-to-home delivery, offering a wide range of categories.
Except for duty-free items, all other products are available without purchase restrictions. Wangfujing said this has strongly boosted sales conversion for local speciality goods and souvenirs.
“Boasting a convenient shopping process, diverse product offerings and clear purchasing guidelines, the opening of our Changsha downtown duty-free store injects strong momentum into the city’s development as an international consumer hub,” Wangfujing Duty Free commented.
“It serves not only as a premium shopping destination but also a launchpad for Chinese brands to go global. Its debut marks a significant step in Changsha’s retail landscape toward greater internationalisation and diversification.” ✈
