CHINA. The Moodie Davitt Report was on hand last week (28 November) as Haikou Meilan International Airport kicked off its inaugural Shopping Festival in Terminal 2. Our Chief China Representative Zhang Yimei was honoured to deliver a presentation and participate in a high-level panel discussion.
Organised by the Sino-Singapore (Hainan) Airport Commercial Management Co (Sino-Singapore Airport Commercial), a joint venture between Hainan Meilan International Airport Co and Changi Airports International (CAI), the event will run until 18 January.
The festival features a series of themed activities, centred on a new model that integrates public-private collaboration, cultural and tourism synergy, and cross-sector partnerships.
The event is designed to create a one-stop consumption experience for travellers, and to drive the comprehensive transformation of the airport from a transportation hub into a multi-faceted consumption destination, Sino-Singapore Airport Commercial said. {Main story continues following the communication below}
Layered incentives drive interest and momentum
Leveraging Hainan’s free trade port policies, the inaugural Meilan Airport Shopping Festival positions duty-free retail as its core driver.
During the festival, the cdf Meilan Airport Duty Free store – celebrating its 14th anniversary – is launching its biggest annual promotion in collaboration with over 600 brands, covering fragrances, cosmetics, jewellery, liquor and electronics.
Shoppers can benefit from a triple-layered incentive structure combining promotional discounts, government subsidies and bank perks.
The Meilan District government is providing shopping vouchers with a combined worth of CNY1 million (US$142,000), offering instant savings of up to CNY4,000 (US$565) per transaction.
Financial institutions including UnionPay, Hainan Rural Commercial Bank and CITIC Bank are also offering instant discounts and card-based promotions.
“This is our most extensive and generous promotion this year, and consumers can also enter a lottery with a prize pool worth a million Yuan,” said Sino-Singapore Airport Commercial Assistant Manager of Marketing Zheng You.
The opening ceremony featured interactive lucky draws for air tickets, car rentals, hotel vouchers and duty-free products, setting a festive tone for the event.
Hainan’s cultural heritage takes centre stage
Notably, the festival combines authentic Hainan culture with travel retail, offering visitors tangible and portable ‘memories of Hainan’ to take home.
On opening day, the Hainan-themed cultural exhibition in Terminal 2 emerged as a popular photo spot, drawing crowds of passengers who paused to explore the local offerings. Participating merchants expressed strong optimism for the event’s success.
‘Old Dad tea’ is a local Hainan tea culture that involves drinking the beverage while eating an assortment of snacks and pastries. Feng Jiawei, manager of an Old Dad tea snack brand participating in the festival, said, “Old Dad tea is a quintessential symbol of Hainan.
“We plan to collaborate with more airports and airlines to bring integrated offerings, making it a ceremonial first experience for visitors upon arrival.”
He added that the brand aims to turn the airport store into a cultural gateway as Hainan’s Free Trade Port develops.
“Meilan Airport is jointly developing its commercial landscape with Changi Airport,” added Xi Zhiqiang, Founder of SNT & Tea, a Hainan home-grown tea specialist. “As a local brand, we are eager to board this flight, leveraging this international platform to take our local delicacies to the world.”
Building a world-class entertainment and retail hub
With Hainan’s new customs regime set to be implemented by year-end, the establishment of the Meilan Airport Shopping Festival represents a critical step in the province’s transformation, Sino-Singapore Airport Commercial commented.
Zheng You’ai said the event not only draws on the mature marketing expertise of Changi Airport Group but also extends beyond mere promotions.
It integrates travel and cultural activities, such as the upcoming Katy Perry concert and Haikou Marathon, positioning the airport as a “comprehensive hub for entertainment and retail”.
Concurrently, the airport’s Terminal 1 duty-free stores will undergo accelerated upgrades during the festival, with plans to continuously expand the brand portfolio and commercial space across both terminals.
“By leveraging the Free Trade Port’s duty-free policies and trade advantages, we aim to enhance Meilan Airport’s commercial landscape and service standards, positioning the airport as the primary gateway that showcases Hainan’s openness and dynamic energy,” Sino-Singapore Airport Commercial concluded. 🏝️
