CHINA. China Duty Free Group (CDFG) celebrated 15 years of operations in Sanya on 20 April, reporting cumulative sales of CNY186 billion (US$27.20 billion) and reflecting on key achievements and strategic developments over the period.
The milestone highlights the retailer’s evolution into a key retail and tourism hub, integrating shopping, leisure and cultural experiences at the acclaimed cdf Sanya International Duty Free Shopping Complex opened in 2014.
As CDFG’s flagship project in Hainan, cdf Sanya International Duty Free Shopping Complex leverages the group’s supply chain scale and brand partnerships, positioning it as both a beneficiary of policy support and a driver of sector growth.
The CNY186 billion sales tally over a decade and a half reflects sustained consumer demand and underscores the Hainan Free Trade Port’s progress as a retail hub, CDFG said.
Over 15 years, Hainan’s offshore duty-free market, supported by ten rounds of policy upgrades, has surged in importance. Those changes include the increase in the annual duty-free quota from an initial CNY5,000 (US$731) to an eventual CNY100,000 (US$14,620) per person.
Collection options have also expanded from a single port pickup model to include mail delivery, instant pickup and return-to-island collection. A critical further policy update in November 2025 expanded duty-free categories to 47, providing additional momentum for the sector.
Building the integrated lifestyle economy
cdf Sanya International has evolved beyond a duty-free retailer into an integrated lifestyle destination, combining shopping, leisure, tourism and cultural experiences. The complex has built a portfolio of nearly 1,000 Chinese and international brands across categories including beauty, jewellery & watches, fashion, luxury goods, and consumer technology.
Alongside its core strength in international luxury, CDFG has introduced licensed and trend-led brands such as Disney, Pop Mart, Miniso Land and Care Bears, supported by themed stores and pop-up activations targeting a broad consumer base.
The complex has also become a key platform for global brands to launch new and limited-edition products.
Driven by business model innovation, the complex has evolved from a retail destination into a tourism landmark, CDFG noted. Starting as an offshore duty-free pilot it has developed into China’s only 4A-level attraction of its kind, combining retail with cultural experiences and strengthening the appeal of the Hainan Free Trade Port.
Continuous digital upgrades have elevated the customer experience, with features such as scan-to-purchase, hourly delivery, smart navigation, multilingual signage, and support for foreign currencies and international payment methods, including Visa and Mastercard.
Driving cross-border growth through sports and duty free
As part of its integrated development strategy spanning culture, commerce, sports, tourism and wellness, the cdf Sanya International Duty Free Shopping Complex has partnered with the 6th Asian Beach Games (ABG) in Sanya.
To support the event, the retailer has rolled out activations through two dedicated themed zones, one at the ABG Village in Mangrove Tree Hotel and another on the third floor of Block C within the complex.
The activations focus on beach-sports-related products, spanning beauty and skincare, bags and accessories, and Hainan specialities. High-demand items include sunscreen and facial cleansers, particularly among athletes, coaches and international media.
Promotions include a range of exclusive benefits, with a -15% discount available to visitors holding ABG credentials upon registration at the Block C service counter, alongside dedicated vouchers and welcome gifts.
A representative from the cdf Sanya International Duty Free Shopping Complex said the collaboration with the Asian Beach Games reflects a broader initiative to deepen integration across culture, commerce, sports, tourism and wellness.
By extending duty-free retail into an international sporting event setting, the complex supports the Games while increasing the global visibility of Hainan’s offshore duty-free sector.
The retailer noted it will leverage CDFG’s global resources to enrich its product mix, optimise retail formats and elevate service standards, reinforcing its competitive position and supporting Hainan’s ambitions as an international tourism and retail hub. 🏝️
