CHINA. China Duty Free Group (CDFG) this week launched a two-month-long ‘China chic’ promotional event across its Hainan stores, shining a light on Chinese home-grown sportswear and athleisure brands.
The opening ceremony, co-organised with Jinjiang Municipal Government, took place on 11 August at cdf Haikou International Duty Free Shopping Complex. It was attended by representatives from Jinjiang Municipal Government and Hainan Provincial Department of Commerce, executives of CDFG and its parent company China Tourism Group, as well as brand and media guests.
The Moodie Davitt Report Chief China Representative Zhang Yimei was honoured to be the sole representative of the travel retail media.
The ceremony brought together some of China’s most popular sports and athleisure wear brands, including Xtep, Fila (whose China franchises are owned by Chinese sportswear giant Anta Sports), 361°, Kelme, Shua and Lilanz, for a grand celebration of the prowess of ‘China chic’.
Their quality products, combining traditional Chinese aesthetic and innovative applications of modern technology, showcase the power and allure of Chinese design and manufacturing, and are a source of national pride and confidence, CDFG said.
The participation of Jinjiang Municipal Government highlights the importance of the city as China’s foremost sportswear manufacturing hub. Located in the southeastern part of Fujian province, the coastal town is home to many renowned homegrown sportswear brands such as Anta, 361° and Xtep, which have been gaining popularity among young Chinese consumers with their high quality, ‘China chic’designs and accessible prices.
The opening ceremony featured a special fashion show, presenting the latest styles from various top Chinese sportswear houses and the appeal of ‘Made in Jinjiang’.
To further highlight the innovative designs and superior quality of these brands, CDFG has set up an array of displays and touchpoints themed ‘A China-chic Summer’ at cdf Haikou International Duty Free Shopping Complex, cdf Sanya International Duty Free Shopping Complex and cdf Haikou Mova Mall store. Visitors are invited to explore and try on new sports products from Chinese brands and learn about their brand stories through interactive installations.
Throughout the event, which lasts till the end of September, CDFG is partnering with Xtep, Fila, 361°, Kelme, Shua and other top Chinese brands in bringing a series of promotions and activities including discounts, flash sales, shopping vouchers, pop-ups and interactive experiences.
CDFG said the event serves as an in-depth introduction of homegrown sports brands from Jinjiang, as well as an integral part of the group’s continuous effort in promoting Chinese brands and products to consumers both in China and beyond.
The initiative also contributes to Hainan’s development as an international tourism consumption centre.
Events such as this showcase the innovative spirit and world-class calibre of Chinese brands to international consumers and help inject momentum in their overseas development, the retailer added.
“As a passionate advocate of China chic, we have established long-term relationships with many top homegrown brands and have set up special areas in cdf Haikou and cdf Sanya dedicated to Chinese beauty, giving these brands and products a unique platform to showcase their allure and connect with consumers,” CDFG said.
“Our latest event, which aims to bring the best of Chinese sportswear and sports equipment to a worldwide audience, is an important milestone in our collaborative journey with domestic brands.
“In the future, we plan to carry out more extensive collaborations across various categories including beauty, sports and fashion. Together, we’ll explore the infinite potential of China chic through creativity and innovation, and help the pride and joy of China shine even brighter on the world stage.” 🏝️
