The Moodie Davitt Report is delighted to announce the forthcoming launch of a breakthrough business-to-consumer (B2C) video series called The TREX Factor, focused entirely on travel retail-exclusive (TREX) products.
Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series will be shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions on Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms.
The first eight episodes were shot last week inside the acclaimed Duty Zero by cdf VIP Lounge at Hong Kong International Airport, featuring a range of channel, China Duty Free Group and Duty Zero by cdf exclusive whiskies from Scotland and Japan.
Going forward, The TREX Factor will explore the wonderful world of TREX spirits – whiskies, Cognacs, gin, vodka and more – wonderful world-class drinks that a consumer won’t find unless they are armed with a passport and air ticket and entering the exciting world of duty-free shopping.
We will also explore other categories, including wine, cosmetics & fragrances and confectionery in the future.
Series creator, The Moodie Davitt Report Founder & Chairman Martin Moodie, said, “This is one of our most exciting initiatives to date. It not only represents a championing of a sector we consider crucial to the future growth of the travel retail channel but also marks our first fully-fledged plunge into B2C publishing.
“We have long argued that differentiation is key to creating real value in and consumer curiosity about travel retail in the face of intense online, cross-border and downtown competition.
“True TREXs achieve precisely that – and we’re not simply talking packaging or size tweaks here – offering products of real value that by definition cannot be procured elsewhere.
“But it is crucial that consumers understand what a channel or travel retailer-exclusive is. A range of terms are used to articulate the concept but we prefer to bring them together under the simple TREX banner, which we will be championing through our series and awards while steadily building our online consumer audience.
“We thank China Duty Free Group and its amazing team at Duty Zero by cdf in believing in The TREX Factor concept and allowing us to shoot in their outstanding VIP Lounge at Hong Kong International Airport.”
The TREX Factor launches in early May. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com ✈
