Wangfujing Duty Free marks strong start to 2025 with Chinese New Year shopping surge

CHINA. Wangfujing International Duty-Free Harbour City in Wanning, Hainan, posted a +63% year-on-year increase in total sales for January, boosted by a +77% rise in customer footfall, marking a strong start to 2024.

The growth was attributed to the retailer’s ‘offshore duty free + quality outlets’ business model, alongside strategic marketing initiatives, and refined operational management.

Several brands delivered standout performances during the month, with Apple and Nike surpassing the CNY10 million (US$1.37 million) sales milestone. The number of stores generating over CNY1 million (US$137,000) in sales reached 104, a sharp increase of +235% year-on-year.

Notably, brands including Apple and Chow Tai Fook achieved single-day sales exceeding CNY1 million (US$137,000).

In addition, 18 brands at the mall topped Hainan’s sales rankings, reinforcing its market strength. These results highlight the retailer’s adaptability in a competitive landscape and the strong consumer confidence in its line-up of brands, products and services.

Enhanced brand portfolio

From late 2024 to early 2025, Wangfujing International Duty-Free Harbor City expanded its brand portfolio with 57 additional duty-free and duty-paid brands, further enhancing its diverse retail offering.

Newcomers included luxury fashion houses such as Bally, Max Mara and Versace through limited-time pop-up stores, alongside the first south China store of renowned football concept Fan Town.

The line-up was further enhanced by the arrival of premium sports and outdoor brands such as Descente, The North Face and Volcom.

The expanded women’s fashion category offered shoppers a wider selection, further strengthening the retailer’s ‘offshore duty free + quality outlets’ business model.

Strategic marketing and consumer engagement

To celebrate the Chinese New Year shopping season, Wangfujing International Duty-Free Harbor City, with support from the Hainan Provincial Government and Wanning Municipal Government, secured CNY6.5 million (US$890,000) in special government consumption vouchers.

With discounts of up to CNY3,000 (US$410), the vouchers fuelled strong demand for luxury cosmetics, international wines & spirits, and duty-free bestsellers.

In preparation for the peak shopping season, brands increased inventory levels and expanded their workforce to ensure seamless on-site operations. This approach led to stable year-on-year sales growth during the Chinese New Year holiday.

The sports and outdoor category stood out as a top performer, underscoring the retailer’s focus on leveraging Wanning’s appeal as a hotspot for outdoor activities.

Wangfujing Duty Free underscored its plan to expand its sports and outdoor range, aiming to deliver the most comprehensive and diverse selection in Hainan, while deepening its integration of local cultural, sports and tourism elements into its brand strategy.

The retailer also launched the ‘Shop and Win a BMW, Explore Hainan Island’ campaign, offering shoppers spending CNY2,025 (US$277) a chance to win a variety of prizes, including a Mini car (pictured below), attracting thousands of participants.

Winners were treated to exclusive shopping benefits, including dining at 216 Beach Club and Mojo Brewing Cafe & Bar, afternoon tea at The Westin Shimei Bay Resort, visits to Luwan Ranch and water sports at Xiaoyangqiao.

This campaign not only enhanced the consumer experience but also revitalised Wanning’s tourism economy, further boosting interest in Wangfujing International Duty-Free Harbor City and Hainan’s offshore duty-free shopping, the retailer said.

In addition, the launch of themed Eggy Party installations and a dedicated store drove strong sales among family travellers, while the children’s home furnishings segment saw “remarkable” year-on-year growth.

Traditional cultural performances, such as dragon and lion dances and blessings from the God of Wealth, enhanced the celebratory atmosphere, elevating the overall shopping experience, the retailer said.

Enhanced customer experience

In addition to retail offerings, Wangfujing Duty Free created other experiences designed to enrich customers’ Chinese New Year holidays.

At the mall’s popular Tasting Bar, tourists could enjoy a selection of global wines & spirits and create their own custom drinks. The retailer also provided scent-testing services from international fragrance brands, as well as premium skincare services and a VIP lounge.

Looking ahead, Wangfujing Duty Free said it will expand its range of premium duty-free and duty-paid brands, while continuously innovating retail experiences to bolster its position in the Hainan offshore duty-free market.

By integrating Wanning’s cultural and tourism features, the retailer aims to enhance the shopping experience for travellers and drive regional growth. Read More