CHINA. China Duty Free Group has recorded a +23.7% year-on-year sales increase at the cdf Sanya International Duty Free Shopping Complex in Hainan during the first five days of the (29 January-6 February) Spring Festival holiday period, with daily traffic averaging 80,000.
During the nine-day Spring Festival period, visitor numbers reached 678,900, a +15.83% year-on-year increase on a like-for-like basis.
As this year’s peak holiday season concluded, the retailer highlighted its operational resilience in the first peak season since Hainan’s island-wide customs closure in December.
Single-day sales topped CNY200 million (US$28.9 million) on 31 January, the second day of Chinese New Year.
As a newly designated national 4A-level tourist attraction, the retail emporium strengthened its appeal with combined cultural offerings, upgraded shopping offers, improved services and supportive policies to drive sales.
Public-private initiatives boost shopper traffic and revenue
Strong holiday results at the shopping complex were supported by its promotional campaign, together with coordinated efforts from Sanya City, which issued a total of CNY30 million (US$4.3 million) in duty-free vouchers.
cdf Sanya also rolled out multi-point loyalty schemes, spending-based discounts and gifts with purchases.
Year of the Horse limited-edition gift boxes, Hainan debuts from key brands and exclusive Spring Festival items emerged as shopper highlights.
Fashion and luxury goods, jewellery & watches, and beauty remained the top-selling categories, while consumer technology, food & confectionery, and imported spirits also contributed to strong growth.
Cultural experiences enhance festive spirit
By integrating light art, intangible cultural heritage experiences and traditional Chinese performances, cdf Sanya’s thematic Year of the Horse activation reimagined its retail space as a cultural destination.
Creating an immersive ‘shop, play, buy and experience’ setting, cdf Sanya elevated the holiday period with a distinctive cultural activation.
The retailer showcased traditional craft stations, a live performance of Tang Dynasty court music and the Hainan debut of a phoenix crown heritage exhibition.
Managing service during peak season
cdf Sanya’s strong Spring Festival performance was further bolstered by efficient operations during the peak season, as the shopping complex elevated its service protocols to align with 4A tourist attraction standards.
Enhancing the shopping experience, the retailer added tourist service centres and luggage storage facilities, providing one-stop support for information, inquiries and emergency assistance.
Mobile refreshment stations in key areas provided water and complimentary snacks to shoppers waiting or resting, a thoughtful initiative lauded by visitors online.
cdf Sanya further enhanced the customer experience by streamlining operations across customs clearance, warehousing, sorting and pickup. A 24-hour hotline offered round-the-clock assistance, and operating hours were extended until 10:30pm, while extra security staff were also on hand to ensure a safe and orderly environment.
Looking ahead, the retailer outlined its plans to deepen integration across business formats, enhance consumer experiences and elevate service standards to support Hainan Free Trade Port’s goal of becoming a global tourism and shopping destination. 🏝️
