CHINA. China Duty Free Group (CDFG) officially opened its highly-anticipated Fuzhou downtown duty-free store on 18 December, marking what the leading travel retailer termed “a major step in the city’s bid to become an international consumption hub”.
The opening ceremony was attended by key industry leaders, including China Tourism Group General Manager Fan Yunjun; China Tourism Group Duty Free Corporation Vice President Sun Fang; Fujian Tourism Development Group Chairman Xiu Xinggao and General Manager and Vice Chairman Zhong Jun; Xiamen Xiangye Group General Manager Zhou Xiaogang and Xiamen Xiangye Duty Free General Manager Cui Yongping.
Located in the heart of Fuzhou’s commercial centre, the 857sq m store neighbours some of the city’s key landmarks such as the Dongjiekou shopping area and the historic district of Sanfang Qixiang.
CDFG said its prime location allows it to cater extensively to local consumers while also appealing to business and tourist visitors from across the country and overseas.
Elevating the duty-free experience
The Fuzhou downtown duty-free store is a flagship collaboration between CDFG, Fujian Tourism Development Group, and Xiamen Xiangye Group. It is among the first downtown stores to launch nationwide following the policy update from the Chinese authorities last August aimed at expanding the channel.
The store features over 130 international and domestic brands, including 15 cultural heritage labels and four traditional Chinese brands. The product line-up includes more than 1,300 items across core categories such as fragrances & cosmetics, fashion, accessories, watches, sunglasses and wines & spirits.
Notable offerings include beauty products from labels like Gucci, Burberry, and Versace, as well as domestic watch brands like Fiyta, Shanghai Watch and Seagull Watch. The store also carries other popular international products such as Samsonite luggage, Prada accessories and Ray-Ban sunglasses.
In the liquor section, the store offers a comprehensive selection, ranging from renowned domestic brands like Moutai and Wuliangye to international spirits such as The Macallan, Hennessy and Martell.
China Tourism Group said that the successful launch of the Fuzhou downtown store reflects its commitment to supporting the national strategy of boosting domestic demand and stimulating consumption, while aligning closely with local development priorities.
As a key strategic initiative to enhance Fuzhou’s appeal and upgrade its commercial ecosystem, the store is poised to inject fresh momentum into the regional economy and strengthen the city’s role in facilitating China’s ‘dual circulation’ economy, it added.
According to CDFG, the store’s model combines ‘duty-free + duty-paid, ‘imported + domestic,’ and ‘offline + online’ retail. Eligible inbound and outbound travellers can order downtown and pick up goods at the airport.
Meanwhile, the addition of a duty-paid retail area extends services to local consumers and tourists. Qualifying international visitors can enjoy instant tax refunds upon purchase.
To celebrate the opening, the store has launched a series of promotions, offering discounts of up to -30% off selected items, an exclusive CNY666 gift package for CDFG members, 10x points on purchases, and lucky draws for those spending over CNY188.
In addition, the store is collaborating with hotels, travel agencies and other cross-industry partners. By deepening the integration of duty free retail and tourism while implementing joint marketing initiatives, CDFG said the store aims to build a comprehensive consumption ecosystem to fully leverage policy benefits and boost regional consumption.
A cultural destination
In its duty-paid section, the store features a dedicated China-chic zone highlighting domestic brands and products. Drawing creative inspiration from Fuzhou’s millennia-old cultural heritage, the space integrates local artistic elements and showcases Fuzhou brands, presenting traditional handicrafts such as Fuzhou bodiless lacquerware, horn combs, Shoushan stone carvings and cork paintings.
Modern products like high-end fragrances inspired by jasmine, Fuzhou’s city flower, are also available. This curated blend achieves a creative synergy between traditional craftsmanship, local culture, contemporary aesthetics and modern lifestyles, CDFG said.
Notably, CDFG designed the store to serve as a cultural exchange platform. It features a special series of stained-glass art products created in collaboration with Taiwanese illustrator Jimmy Liao, inspired by Fuzhou’s local culture. Additionally, a dedicated counter has been set up for Zhuang Yin, a silver jewellery brand that was awarded at the Cross-Strait Cultural and Creative Design Competition.
“These initiatives transform the commercial space into a tangible venue for showcasing and fostering creative exchange across the Taiwan Strait, adding deeper social and cultural value to the project,” CDFG said.
Setting a new benchmark
CDFG hailed the new opening as a milestone in the city’s high-end retail and cultural tourism sectors.
Looking forward, the group pledges to continue to collaborate with local government and strategic partners, using this store as a key anchor to deepen the integration of ‘products + environment + services’.
“Through constantly refreshing the consumer experience, the store is poised to grow into a signature ‘duty free+’ commercial and cultural landmark in Fujian and along the south-eastern coast – a destination that blends global appeal with local character. It will further support Fuzhou’s development as a modern, international city and contribute to national efforts in expanding domestic demand,” the CDFG statement concluded.
