Growing patriotism for ‘China-made’ products“Today, the growing patriotism of Generation Z has pushed the popularity of China-Chic brands to a new level,” China Duty Free Group said of its focus on Chinese products in general and Hafeng in particular. “For Generation Z, it has become a new, fashionable trend to buy and use domestic products and recommend them on social platforms. “With the awakening of brand awareness among domestic manufacturers in the consumer goods manufacturing industry, Chinese youngsters with higher cultural self-confidence have become an important consumer base for new domestic products. “Compared with previous generations, the new generation values not only famous brands and heritage, but also quality and values. They pay close attention to whether the values represented by brands and products are in line with their own philosophy.” |
CHINA. To enrich its fashion jewellery assortment and meet changing consumer aspirations, China Duty Free Group (CDFG) subsidiary Sanya International Duty Free Shopping Complex has upgraded its second floor space in Building B and introduced one of China’s fastest-rising brands, Hefang.
The reimagined zone now features an extensive shopping zone for accessibly priced luxury and fashion jewellery brands.
Hefang, a renowned Chinese ‘affordable luxury’ jewellery brand, is a highlight of the enhanced range. The Sanya International Duty Free Shopping Complex opening marks Hefang’s debut in the duty free channel.
Consumers can discover a wide array of what CDFG called “exquisite” traditional hand-crafted jewellery designs featuring intricate inlays.
The designer has selected a variety of delicate pieces in breaking the stereotypes people have of traditional jewellery and offering fashionable female consumers “unrivalled glamour” for all occasions, CDFG said.
The Hefang range includes the Snowflake Collection, Fun Park Collection, Little Mermaid Collection and others.
Hefang founder Sun Hefang is a rising star of the jewellery world. She graduated from the jewellery design department of Central Saint Martins in the UK in 2009. Hefang is the first Chinese designer to have won a Gold Award in the Bright Young Gems design competition – a prestigious mentoring scheme for graduating and recently graduated jewellery designers.
She is renowned for exploring the subtle emotions and resonances of life, telling moving stories through her jewellery pieces.
In the Year of the Tiger, working with Tang Palace Cultural Creation, she has created the Hefang × Tang Palace Cultural Creation co-branded range which blends ingenious craftsmanship combined with fashionable expression.
With its ‘story-telling’ approach to jewellery, Hefang begins a fashionable Chinese New Year by interpreting modern aesthetics with a simple but refined touch, CDFG said.
“Hefang always evokes oriental charm. Whether it is for festival occasions or simple daily wearing, the jewellery injects beautiful meanings and expectations into the New Year,” the retailer added.
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