CHINA. China Duty Free Group (CDFG) yesterday (1 September) began celebrations for the tenth anniversary of its hugely successful cdf Sanya International Duty Free Shopping Complex in Haitang Bay, Hainan province, honouring the landmark by launching a series of promotions and other activities.
CDFG called the anniversary campaign a celebration of “ten years of glory”.
The vast shopping emporium has attracted more than 70 million visitors since it opened on 1 September 2014, subsequently offering a transformational and sustained boost to tourism and travel retail in the south China island.
The complex’s roots trace back to May 2009, when the Hainan provincial government granted CDFG exclusive rights to operate a duty-free shop in Sanya. Just four months later, on 1 September 2009 (precisely 15 years ago yesterday), the store opened, spanning nearly 10,000sq m. The rapid launch of this major duty-free shopping facility set a new industry standard, CDFG said.
At first, the store catered exclusively to foreign nationals and residents from Hong Kong, Macau and Taiwan who were departing from Sanya Phoenix International Airport.
All that changed with the implementation of Hainan’s offshore duty-free shopping policy on 20 April 2011. From that point the store was able to sell offshore duty-free goods to Mainland visitors and local shoppers.
This dual-focused business model, anchored by offshore duty-free shopping, quickly propelled CDFG into a position of dominance in China’s duty-free retail industry. In ensuing years, the policy’s unique advantages, coupled with skyrocketing Chinese tourist numbers, led to a surge in customers.
To meet the almost rampant demand, cdf Sanya International Duty Free Shopping Complex was built. Phase I opened on 1 September 2014, its 120,000sq m retail footprint making it the world’s largest standalone duty-free store at the time.
Unafraid of heights, unafraid of difficultiesSometimes you just have to forget the superlatives and simply say ‘Wow’. In fact, I probably heard the expression more on a single day, 1 September 2014, than I have in the past decade, as brand executives reacted to the stunning new CDF Mall at Haitang Bay on Hainan Island, China.  As the sole industry media representative at the March 2013 China Duty Free Group Vendors’ Conference, when the project was outlined in detail and the construction site toured, and September 2014’s Grand Opening, I am in a unique position to commentate on what by any standards ranks as one of the great moments in travel retail history. Read more by Martin Moodie, writing in The Moodie Blog in September 2014 |
This expansion marked a new era for China’s duty-free industry, involving bigger stores, more brands and a global outlook, CDFG said. “The complex redefined the duty-free shopping experience, becoming a must-visit tourist destination in Hainan,” the group commented.
The complex grew again with Phase II in 2020 while on 28 December 2023 the new Block C and acclaimed Global Beauty Plaza were opened.
Over its first decade, cdf Sanya International Duty Free Shopping Complex has leveraged policy benefits to improve services and enhance the shopping experience, the company said. The complex has developed an integrity system and service standards to provide a more personal customer experience.
Currently, cdf Sanya International Duty Free Shopping Complex boasts over 850 international brands across multiple categories, including beauty, luxury goods, baby items, consumer technology and food.
In particular, it has established eight service support systems and 98 service standards, aiming to demonstrate leadership within China’s travel retail sector. The complex leadership has also constantly sought employee feedback and studied top international companies to improve its services, CDFG said.
To mark the tenth anniversary, CDFG yesterday unveiled a series of events to thank customers and highlight the complex’s impact on the local economy.
The ‘Journeying a Thousand Miles, Cherishing Every Moment’ campaign features activities themed around the number 10, including customer giveaways, such as cash coupons; celebrity appearances; and special travel offers.
Luxury brand exhibitions and fashion shows highlighting the complex’s premium offerings and providing consumers with a visual and sensory feast will add to the excitement, CDFG said.
China Chic
An exhibition themed ‘Summer of Chinese Chic’ forms an integral element of the anniversary celebrations. The project is a collaboration between the complex and sports brands from the city of Jinjiang. It is designed to create an immersive shopping experience while promoting the heritage and innovation underpinning Chinese cultural products and trends, “blending cultural confidence with commercial success”, CDFG observed.
[Note: Championing Chinese products has become an intensified focus this year for CDFG. As reported, the company is promoting the local and overseas expansion of China Chic brands after signing a strategic cooperation agreement with the Jinjiang Municipal People’s Government.]
The retailer is also focusing heavily on social responsibility. It is supporting poverty alleviation efforts through its ‘Star Journey, Cloud Products’ store, which sells products from impoverished regions. The initiative has been expanded digitally, offering these wares through platforms such as the online cdf China Duty Free Hainan Mall.
As cdf Sanya International Duty Free Shopping Complex embarks on its next decade, CDFG pledged it will uphold a commitment to “doing business in good faith and providing quality services”.
By exploring innovative service models and optimising the shopping environment, the complex aims to create a world-class shopping destination that offers a high-end, convenient and personalised experience, the company said.
