CHINA. China National Service Corporation (CNSC) reported a +41% year-on-year sales increase during the Spring Festival period.
The retailer delivered +34% month-on-month growth, supported by festive promotions and coordinated multi-format initiatives rolled out during the peak holiday season.
Strong demand at the Sanya location reflected Hainan’s thriving tourism market, as sales rose +44% both year-on-year and month-on-month, with holiday traffic up +94.8% year-on-year.
Across its airport network, sales climbed +35% year-on-year as stores deployed operational strategies designed to meet local market needs.
At CNSC’s Nanjing Lukou Airport Departure store, sales climbed +18% year-on-year boosted by immersive traditional cultural experiences.
The Chongqing Jiangbei Airport Departure store drove a +53% year-on-year sales increase by focusing on best-selling products, while the Yanji Chaoyangchuan Airport Departure store’s personalised services fuelled +83% month-on-month growth and broke multiple daily sales records.
Leveraging new border tourism policy pilots, the Pingxiang Friendship Pass store in Guangxi and Hekou in Yunnan each posted over +20% year-on-year sales growth.
Omnichannel strategy boosts local brands
CNSC’s combined online and in-store strategy generated strong results over the Spring Festival period.
Leveraging Hainan Free Trade Port’s independent customs policies, the Sanya store introduced innovative retail models combining duty-free with culture, health and public welfare.
The Sanya store elevated duty-free shopping through an integrated strategy of offline experiences, online content amplification, targeted promotions and collaborations with government, enterprises and premium IPs.
Lion dance parades and intangible cultural heritage workshops drew international visitors, while AI health check-ups highlighted the ‘duty-free plus health’ concept.
Promotions such as the ‘New Year Treasure Map’ check-in and scratch cards also boosted average transaction value.
As a result, online sales jumped +55% year-on-year and +45% month-on-month, and in-store also grew sharply, reflecting the impact of the integrated retail approach.
In response to new policies, CNSC integrated official guidance into its product strategy by creating dedicated Chinese product sections in downtown and airport stores during the Spring Festival.
These sections highlighted regional speciality brands, including cultural creativity, ceramics, tea and embroidery at its stores in Chongqing, Beijing and Nanjing.
At the Nanjing store, the retailer launched 18 Jiangsu brands, including items from Hongshan Forest Zoo and Gaochun Ceramics.
Heritage brands stood out at CNSC’s Beijing store, while Chongqing downtown featured local specialities, including Jinhui Ceramics and Classic Jin Shan Black Tea.
Service standards support brand growth
Beyond sales, CNSC enhanced services across its stores during the holiday period, with staff at its Yanji Chaoyangchuan International Airport store providing travel guidance and translation assistance to passengers.
At the Pingxiang Friendship Pass store, transit travellers were offered complimentary breakfast, while the Chongqing Airport arrival store operated around the clock to greet returning overseas Chinese passengers.
Looking ahead, CNSC outlined plans to further enhance its operations, promote Chinese brands and deliver culturally driven products and services, to boost consumption and contribute to the ‘dual circulation’ development model. ✈
