CHINA. cdf Haikou Meilan Airport Duty Free has completed an ambitious upgrade covering 3,722sq m while opening 27 new stores simultaneously, all in time for the peak Chinese New Year (CNY) shopping period.
The expansion was described by retailer China Duty Free Group (CDFG) as “a high-intensity operational stress test”.
The Hainan offshore duty-free market is gearing up for its first CNY since the island-wide customs closure took place last December.
CDFG said the Year of the Horse is more than just another peak season for tourism and consumption – it is also a key window into market realities under the new regime.
Amid extreme passenger surges during the CNY travel rush, travellers’ duty-free shopping behaviour is undergoing a profound shift from policy-driven to habit-driven, and from stockpiling for personal use to gift-giving and social interaction, CDFG noted.
Ultra-fast shopping window proves highly efficient
This CNY holiday, Haikou Meilan Airport is getting used to a new sight, i.e. many passengers heading straight for the duty-free shopping zone after security with clear intent, CDFG observed.
The ‘golden shopping window’ – the two hours before departure – stands out for its consumption efficiency, CDFG said, noting how a growing number of travellers now see duty-free shopping as a habitual element of their departure routine.
The fact that various new island-wide shopping policies now operate smoothly in the background signals a real step forward in market maturity, CDFG said.
Gift-buying dominates CNY shopping
The festive atmosphere amplifies duty-free retail’s gifting appeal, helping to drive high-end cosmetics, luxury jewellery, premium spirits and chocolates as top sellers, CDFG said. At newly opened jewellery counters, travellers shopping for gifts are already forming steady crowds.
CDFG explained that passengers choosing to purchase gifts immediately before departure reflects duty free’s evolving role – no longer just a discount-driven shop but an “ultimate gifting solution” backed by trust, convenience and selection.
Newly introduced brands with strong gifting appeal or family-friendly offerings fit perfectly with the cultural importance of Chinese New Year and become natural stars, the retailer added.
Commercial upgrade serves surging traffic
So far this year, Haikou Meilan International Airport has logged 11 days with more than 90,000 passengers.
During the 40-day CNY travel rush, the airport is expecte to serve 27,000 flights and 4.38 million travellers, up +0.3% and +5.06% year-on-year respectively.
cdf Meilan Airport Duty Free’s massive renovation and brand expansion represent important measures to meet the holiday retail demand, CDFG said.
New brands span affordable luxury, designer fragrances, fine jewellery, tech gadgets and health products, targeting more sophisticated, quality-driven consumption after the customs closure.
“Our goal is to deliver a precise and seamless shopping experience for travellers with diverse needs, even during peak traffic,” a cdf Meilan Airport representative said.
“The upgrade isn’t just about more space. It’s a full optimisation of brand offering, floor flow and service capability, designed for a more international, diversified customer base after the customs closure. Infrastructure upgrades and evolving consumer behaviour are advancing in sync, each reinforcing the other.”
CDFG said duty-free spending is moving beyond price to be more driven by habit, context and quality. Travellers shopping under tight deadlines and making targeted gift purchases with calm and confidence reflects a mature market and sophisticated consumer mindset, the company added.
“This isn’t just a holiday retail phenomenon, but a snapshot of Hainan’s consumer market resilience and momentum post-customs closure,” CDFG concluded. 🏝️
