CHINA. China Duty Free Group (CDFG) is celebrating the 11th anniversary of its acclaimed cdf Sanya International Duty Free Shopping Complex with a host of immersive events and shopping benefits.
Opened on 1 September 2014, the shopping emporium immediately set a new benchmark in offshore duty free and global travel retail.
What began as a 120,000sq m facility (ranking then as the world’s largest standalone duty-free store) has since expanded with Phase II (Hexin Island Project) in 2020 and the standalone Global Beauty Plaza in Zone C in 2023, attaining National AAAA-level tourist attraction status this April.
Such developments reflect not only physical expansion but also innovative measures to generate high-quality cultural and tourism consumption development, CDFG noted.
Today, the Haitang Bay landmark spans 398,100sq m, featuring three main architectural clusters linked by the popular Sky Ring Bridge.
With a growing brand portfolio, enhanced services, a refined membership system, and integrated cultural, tourism and retail experiences, it has set the standard for Hainan’s cultural and tourism development, CDFG noted.
Brand innovation
By constantly refreshing its format, cdf Sanya International Duty Free Shopping Complex maintains its ‘always new, always fresh’ ethos.
Supported by CDFG’s powerful brand portfolio, the shopping complex hosts nearly 1,000 brands across various categories, including jewellery, watches, skincare, cosmetics, fashion, accessories, consumer electronics and F&B.
Expanding its ‘first-store economy’ initiative, the retailer has rolled out multiple flagship stores from key international brands since the past years.
Among the notable openings at the complex were Coach’s debut two-storey travel retail flagship in China, Estée Lauder’s first global duplex flagship and Lancôme’s pioneering Domaine de la Rose concept.
The continued development of the first-store economy also highlights a diverse mix of international and Chinese brands, headlined by Aesop’s debut, alongside innovative concept spaces for DJI Hasselblad and Huawei, and Hainan-first outlets for Cococean Café and Babbi.
Themed activations, such as a Care Bears pop-up, and Dimoo’s ‘Shapes in Nature’ experiential concept, are engaging younger consumers through a blended ‘duty-free + experience + social interaction’ model, CDFG said.
Service empowerment
CDF Sanya has developed eight major service systems and 98 service standards to deliver high-quality service and operational integrity.
To mark its 11th anniversary, the retailer is offering ten-times membership points plus prize draws for luxury gifts.
Until 8 October, customers spending CNY10,000 (US$1,400) can enter weekend draws for limited luxury gifts, including gold bars, iPhones, and DJI Pocket 3 devices, while those spending CNY2,000 (US$280) can take part in instant scratch-off games.
The gifts are complemented by interactive experiences, including ‘One-Day Store Manager’ activities and festive parades.
Premium members can benefit from personalised offerings, from invitations to the cdf Members’ Hainan Party to mini-programme perks such as beauty treatments and liquor tastings, fostering loyalty and high-end spending.
Creating new consumption opportunities
cdf Sanya International Duty Free Shopping Complex goes beyond traditional retail with ongoing innovations and themed seasonal events, the retailer emphasised.
Standout events included a summer outdoor sports activity, in partnership with 11 leading outdoor brands for an immersive experience.
Leveraging entertainment experiences such as Jay Chou’s Sanya concert, fan pop-ups and exclusive rewards, the complex converts entertainment traffic into duty-free sales. Combined with cross-industry partnerships and cultural tourism IPs, these initiatives help expand the ‘duty-free+’ ecosystem and underscore the space’s versatility.
Looking ahead, CDFG plans to further develop the cdf Sanya Duty Free Shopping Complex with refreshed formats and expanded spaces, including the Phase I, Plot 2 hotel project that combines dining, lodging, transportation, tourism, shopping and entertainment. 🏝️
