CHINA. Global Premium Duty Free (GDF) Plaza strengthened its support of the Hainan Qiongzhong women’s football team during the recent Labour Day holidays (1-5 May) with a series of promotional activities, including ‘GDF Surprise Purchase’.
The ‘Sports Tourism + Duty Free’ concept helped drive consumption trends during the holiday period as several cultural and tourism events were held in Hainan, including football matches.
On 4 May, a 2024 Chinese Football Association Women’s Super League match took place in Hainan as Qiongzhong took on Shandong. A sponsor and supporter of the Qiongzhong team, GDF Plaza offered a gift to all spectators which could be collected from its Haikou store the following day.
One supporter, Mr He, told reporters he had brought his family to watch the match and was delighted he could enjoy the shopping benefits and gifts provided by GDF Plaza in support of his favourite women’s football team.
GDF Plaza said its collaboration with the Qiongzhong team has sparked a new consumer trend by trailblazing the ‘Sports Tourism + Duty Free’ model. This has in turn boosted offshore duty-free sales, attracting more tourists to Hainan during the May Day holidays and garnered support for women’s football.
GDF Plaza launched a further series of promotional activities during the Labour Day holidays, including discounts on popular products and lucky draws.
The Haikou Municipal Bureau of Commerce and the Hainan Provincial Department of Tourism and Culture, Radio, Television and Sports issued coupons that could be used to purchase duty-free goods from popular international brands both online and at the GDF Plaza store.
GDF Plaza also launched a ‘Flower Delight Bloom’ pop-up shop in partnership with Gucci during the holiday period. Elsewhere, several products that had been on display at the 4th Hainan Expo in April were introduced, including luxury skincare from German house Babor and Ultrasun.
GDF Plaza said it had focused during the Labour Day holidays on brand introduction, optimisation of service, boosting consumption and the integration of culture and tourism . ✈️
