Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
CHINA. Today’s photo selection comes from Sanya in Hainan province, where Hainan Tourism Duty Free Shopping Complex (HDTF) has been celebrating the fourth anniversary of its 30 December 2020 opening.
Themed ‘万事OK放肆购’ (broadly translated as ‘All is OK, feel free to shop’), the promotional campaign featured a series of colourful activities, connecting key marketing opportunities such as the Double 12 Shopping Festival, Christmas, HTDF’s fourth anniversary and the New Year’s Eve Carnival.
A combination of online and offline activities helped create a year-end shopping feast integrating shopping, entertainment and recreation for consumers.
HTDF was lit up for Christmas as the retailer offered an audio-visual feast for visitors to create an engaging duty-free shopping journey.
Music concerts and a giant rose Christmas tree helped create a strong festive atmosphere.
To boost consumption, HTDF launched an array of surprise promotions such as up to -20% off on perfumes and cosmetics and up to -30% off on fashion boutique sales.
Some items even enjoyed a value-added discount of up to CNY60 (US$8.2) off for every CNY100 (US$13.66) spent.
Fragrance, bags and other popular categories launched weekly pop-up offers; CNY4,000 (US$545) voucher packages were offered; while other attractions included exclusive members-only no-limit coupons, bank privileges and shopping gifts to stimulate year-end sales.
From 29 to 31 December, HTDF hosted a New Year’s Eve event, extending its business hours to 2am, bringing the fourth anniversary celebrations to a heady climax.
Culture and shopping converge
A series of culturally themed dance parades integrated traditional culture with scenes of modern consumption. The New Year was counted down on a giant 3D screen, accompanied by a themed light show to welcome the arrival of t2025 and promote the concept of cultural tourism consumption.
The retailer also hosted a promotion featuring popular Chinese singer Zhang Yie. Fans received exclusive store gifts and duty-free consumption coupons when they entered the store could also purchase HTDF’s exclusive merchandise sets.
Summing up the campaign, HTDF said it had always been committed to consumer-centricity. It pledged to meet the evolving and diversified needs of consumers by continuously optimising its brand mix and improving service quality. 🏝️
