CHINA. cdf Haikou International Duty Free Shopping Complex, operated by China Duty Free Group (CDFG), delivered a record performance over the May Golden Week period (29 April-5 May), with footfall rising +12% year-on-year to 120,000 visitors.
Strong demand across this key holiday retail period further contributed to a +10.4% year-on-year increase in duty-free offshore sales across Hainan from 1-5 May, according to Haikou Customs data. Shopper numbers totalled 84,600, up +7.4% on the same period last year, while the number of items purchased rose +3.8% to 441,700 units.
Key highlights during Golden Week included a 600sq m giant maze at the Skyline Secret Forest on the first floor of cdf Haikou, which proved a major attraction for children and shoppers of all ages. The installation invited visitors to enjoy interactive experiences across zones such as the Colour Test area, with participants also solving puzzles within the maze to win prizes.
An interactive scavenger hunt was held throughout the event, linking six themed check-in points, including the fashion kaleidoscope, light and shadow gallery, colour test and audio postcard station.
The initiative guided visitors through a series of playful interactions, offering shopping rewards and surprises along the way.
The campaign featured a strong cultural and performing arts line-up. Highlights included live band entertainment and immersive Alice in Wonderland-themed roaming performances, alongside a Windmill Pendant handicraft workshop.
Shopping benefits and rewards
A series of fresh retail concepts from global and Chinese brands were unveiled at cdf Haikou during the May holiday period, featuring names such as Swatch, LeSportsac, Fjällräven and Youngor.
Making its debut in Haikou, Sanrio brought its popular licensed characters, including Hello Kitty, Cinnamoroll and Kuromi to the shopping complex.
cdf Haikou also distributed discount coupons across all categories, including duty-free, daily consumer products and dining, allowing consumers to enjoy savings across multiple retail touchpoints.
International beauty brands such as IPSA, L’Occitane and SkinCeuticals offered gift incentives to customers checking in at their stores, attracting strong participation from beauty enthusiasts who shared their experiences across social platforms, further boosting spending.
Service upgrades and enhanced shopping experiences
To address varied customer needs during the holiday period, the retailer strengthened its service offerings across key segments to enhance overall experience quality. Support facilities included women’s care amenities, mother-and-baby rooms, parent-child restrooms, accessibility equipment for senior visitors, and pet storage areas with water stations.
Following the May Day holiday, the retailer also continued rolling out themed activities at the cdf Haikou location during Mother’s Day, with plans to extend similar activations to other key occasions, offering visitors more varied shopping experiences.
Looking ahead, CDFG said it will further optimise its brand mix, refine its offerings, enhance service quality, and maintain a focus on high-quality operations and service. 🏝️
