CHINA. Hainan Development Holdings’ Global Premium Duty Free (GDF) Plaza has extended its local shopper activation with a three-part August campaign, following a July promotional event aimed at building loyalty among Hainan residents.
Designed to drive local spending, the initiative includes islander-exclusive promotions, entertainment, parades, pop-ups and limited-edition fruit-themed collectables.
Building on Hainan’s updated offshore duty-free framework, the campaign reinforces the retailer’s long-term focus on the local market, and extends a monthly Islander Day series that began in July.
The initiative also aligns with the Hainan International Tourism Island Happy Festival’s cross-sector strategy, integrating commerce, tourism, culture, sports and health.
Key campaign highlights include the Islander Water-Splashing Festival (15-18 August) featuring DJ stages, water-themed activities, parades and pop-up activations.
The event also features cross-industry collaborations with over 20 brand partners, including Coconut Palm Group, airlines, hotels and Qiaodan Sports, as well as complimentary gift bags with on-site lucky draws for pre-registered customers.
Brand debuts and promotions
GDF has expanded its brand offer in August, adding new names and enhancing the shopping experience across cosmetics, beverages and other categories.
Laomiao Gold is among the latest openings, launching with discounts, gift-with-purchase offers and shopper rewards.
Immersive brand experiences include a Shiseido Group activation with three consecutive days of makeup and skincare showcases, featuring exclusive vouchers, full-size product giveaways and summer deals on sunscreen and waterproof cosmetics.
GoldMax Milk Powder also hosted a private salon to introduce its new Smiley brand, offering summer-themed family activities and exclusive benefits for duty-free VIP customers.
Hennessy and Rémy Martin are driving shopper engagement with tastings, festival-themed lucky draws and gift-with-purchase promotions.
Blending travel retail and cultural tourism
GDF has partnered with local zoos and Coconut Palm Group to create an immersive summer experience at the mall, combining shopping with entertainment and family activities.
The programme brings together panda-themed celebrations with Hainan Tropical Wildlife Park and Botanical Garden, pet flash mobs, photo spots, dessert stations and mascot parades, creating a more experiential retail environment.
The retailer has also joined with Coconut Palm Group to introduce coconut milk-based cocktails featuring premium spirits during the Islander Water-Splashing Festival, with free tastings available to tourists and islanders at the mall.
Collectable rewards programme
As part of its ongoing monthly collectable loyalty programme, GDF Plaza will be distributing a limited-edition peach pendant to shoppers tomorrow (18 August).
The collectable serves as a membership token, granting holders year-round access to complimentary Pola handcare services and exclusive IPSA gifts with in-store visits.
Additional incentives include CNY39 (US$6) islander-exclusive coupons and CNY50 (US$7) birthday vouchers, both of which can be combined with existing in-store promotions.
Multiple bank partners are simultaneously rolling out spend-and-save campaigns, adding further value to the islander shopping experience.
GDF Plaza will continue its monthly collectable pendant programme on the 18th of each month, creating a recurring loyalty initiative tailored to the islander market.
Looking ahead, GDF Plaza plans to build on cultural tourism platforms such as the Hainan Happy Festival to develop new travel retail and cultural tourism initiatives and stimulate local spending.
The retailer also aims to expand its offshore duty-free offering, aligning with the national strategy to position Hainan as a premier international tourism and shopping destination. 🏝️
