HAINAN, CHINA. Hainan’s offshore duty-free sector delivered outstanding results during the Chinese New Year holiday, marking the first major test for the Hainan Free Trade Port since full customs operations commenced.
During the holiday period, China Duty Free Group’s six Hainan duty-free stores recorded over 260,000 daily visitors on average, a +43% year-on-year increase, underscoring the sector’s robust performance.
“The tangible benefits of the new customs policies are now evident in enhanced consumer experiences and vibrant market activity. Surging foot traffic and robust sales growth highlight the strong trajectory of high-quality development in Hainan’s duty-free sector following the customs closure,” CDFG said.
Duty-free and cultural tourism integration accelerates in Sanya
Turning policy benefits into tangible benefits for the public, CDFG’s Hainan operations have driven both quantitative and qualitative growth in duty-free consumption through precise positioning and diversified initiatives, delivering a warm and high-quality Chinese New Year shopping experience for visitors, the retailer said.
cdf Sanya International Duty Free Shopping Complex, newly designated as a national 4A tourist attraction, achieved daily sales exceeding RMB200 million (US$29 million) on the second day of the Year of the Horse (18 February).
By combining cultural empowerment and service enhancement, the store created an immersive environment integrating shopping, entertainment and experiences.
In collaboration with Sanya municipal government, it distributed RMB30 million (US$4.4 million) in offshore duty-free consumption vouchers and launched promotions including loyalty programmes and spending-based discounts, driving steady sales growth across categories and achieving a double triumph in foot traffic and revenue.
Innovative scenarios drive foot traffic surge
Leveraging the strategic advantage of its six-store network across the island, CDFG’s Hainan operations have enriched duty-free consumption scenarios through venue innovation, successfully attracting visitors to all its stores and achieving a triple win in drawing foot traffic, extending stay time and boosting consumption.
cdf Haikou International Duty Free Shopping Complex celebrated a strong start to the Chinese New Year with a +57.9% increase in visitor numbers. Seventeen stores made their debut, including Zhou Liufu, Zhou Dasheng × National Treasure and Chiikawa.
On Lantern Festival Day (3 March), the complex launched a treasure hunt-themed activity featuring interactive lantern riddles on a 27-metre screen, with participants eligible to win cash prizes up to RMB10,000 (US$1,450).
Meanwhile, cdf Haikou Mova Mall reopened with an upgraded look just in time for the New Year, attracting over 30,000 daily visitors during the holiday. Popular activities included lucky draws and gift redemptions.
At the Qionghai Bo’ao duty-free store, a series of spend-and-win promotions also proved highly popular.
As the essential gateway for outbound travellers, cdf Haikou Meilan Airport duty-free shop completed a 3,722sq m renovation ahead of Chinese New Year, adding 27 new stores spanning eight categories, including luxury goods, jewellery & watches, beauty, spirits & wine, and toys.
cdf Sanya Phoenix Airport duty-free store simultaneously stepped up its game, engaging over 7,000 travellers through exclusive red packet promotions and lucky draws, effectively boosting visitor engagement.
With its finger on the pulse of consumer needs, CDFG said its Hainan operations have translated policies into tangible benefits through a series of consumption-boosting initiatives, from cultural experiences and retail innovation to cross-sector collaborations and CDFG’s daily consumer goods duty-free shops targeted at Hainan residents.
“These efforts ensure that the benefits of customs policies reach every resident and visitor through duty-free consumption, achieving a win-win scenario where policy implementation, corporate initiative and the public good converge,” the retailer commented.
A new paradigm of ‘Visit Hainan, Shop CDF’
For the Year of the Horse celebrations, CDFG infused the shopping experience with cultural storytelling, embedding a traditional horse-themed motif throughout the consumer journey.
Shoppers were treated to live performances evoking ancient Chinese imperial celebrations, while interactive workshops featuring calligraphy, paper-cutting and other festive crafts brought timeless traditions to life. By seamlessly blending cultural heritage with modern retail, it elevated its Hainan stores beyond shopping venues into immersive cultural landmarks, CDFG said.
Beyond its store activations, CDFG formed partnerships with hotels and tourist attractions to create an integrated travel ecosystem. The retailed said this seamless fusion of cultural exploration and duty-free shopping delivered a convenient, high-quality experience that extended visitor engagement and maximised spending potential.
Next up, the cdf Watch Carnival, the group’s flagship annual event, will kick off on 14 March. Now in its sixth edition, the carnival has historically brought together dozens of luxury watch brands and thousands of curated timepieces. Last year, over 30 exclusive brands made their Hainan debut solely through CDFG.
Building on the Chinese New Year momentum, this year’s carnival will weave together travel, dining, entertainment and shopping into an integrated consumption ecosystem. It will blend exclusivity with cultural and experiential richness, aiming to further unlock policy benefits and inject fresh impetus into Hainan’s duty-free market, CDFG said.
“The duty-free shopping surge we saw this Chinese New Year holiday underscores both Hainan’s robust consumption growth and the free trade port’s expanding openness,” CDFG concluded.
“Looking ahead, we will deepen our Hainan presence, drive innovation and advance the ‘duty free+’ ecosystem, transforming policy-driven vitality into sustained market energy, and further cementing Hainan’s offshore duty-free sector as a premier industry benchmark.” 🏝️
