The cdf Sanya International Duty Free Shopping Complex, a flagship venture of China Duty Free Group (CDFG), is marking a significant milestone: its 10th anniversary. Since its grand opening on September 1, 2009, the complex has become a beacon of tourism in Hainan, China’s southern island province, attracting over 70 million visitors. The complex’s journey has been marked by both challenges and opportunities.
The Hainan provincial government granted CDFG exclusive rights to operate a duty-free shop in Sanya in May 2009. Just four months later, the store opened, spanning nearly 10,000 square meters, setting a new benchmark for the duty-free industry. Initially, the store catered to foreign nationals and residents from Hong Kong, Macao, and Taiwan departing from Sanya Phoenix International Airport. However, the implementation of Hainan’s offshore duty-free shopping policy in April 2011 broadened the store’s reach, allowing it to offer duty-free goods to a wider customer base. This dual-focused business model, centered on offshore duty-free shopping, quickly established the store as a leader in China’s duty-free retail industry.
The unique policy advantages, coupled with the surge in Chinese tourism, led to a significant increase in customers. To accommodate the growing demand, the cdf Sanya International Duty Free Shopping Complex underwent expansion. Phase I, which opened on September 1, 2014, covered 120,000 square meters, making it the world’s largest standalone duty-free store at the time. This expansion ushered in a new chapter for China’s duty-free industry, introducing larger stores, a wider range of brands, and a global perspective. The complex redefined the duty-free shopping experience, becoming a must-visit destination for tourists in Hainan.
Further expansion followed with Phase II in 2020 and the addition of the Global Beauty Plaza in 2023. Today, the complex boasts over 850 international brands, offering a diverse selection of products, including beauty items, luxury goods, baby products, electronics, and food. The cdf Sanya International Duty Free Shopping Complex has leveraged policy benefits to enhance services and elevate the shopping experience. The complex has developed a robust integrity system and service standards to provide a more personalized customer experience. It has established eight service support systems and 98 service standards, aiming to lead China’s tourism retail industry. The complex has also sought employee feedback and studied top international companies to continuously improve its services.
To commemorate its 10th anniversary, the complex has organized events to express gratitude to customers and showcase its impact on the local economy. The “Journeying a Thousand Miles, Cherishing Every Moment” celebration will feature activities centered around the number 10, including customer giveaways, celebrity appearances, special travel offers, and cash coupon distributions. The complex has also planned luxury brand exhibitions and fashion shows, highlighting its premium offerings and providing consumers with a visual and sensory experience. Notably, the “Summer of Chinese Chic” exhibit will run alongside the anniversary celebration. This initiative, a collaboration between the complex and sports brands from Jinjiang, aims to create an immersive shopping experience while promoting the inheritance and innovation of Chinese cultural trends, blending cultural confidence with commercial success.
The complex is also dedicated to social responsibility, supporting poverty alleviation efforts through its “Star Journey, Cloud Products” store, which sells products from impoverished regions. The complex has expanded into online shopping, offering its products through platforms such as the online cdf China Duty Free Hainan Mall.
As the cdf Sanya International Duty Free Shopping Complex enters its second decade, it remains committed to “doing business in good faith and providing quality services.” By exploring innovative service models and optimizing the shopping environment, the complex aims to create a world-class shopping destination that offers a high-end, convenient, and personalized experience. Backed by its parent company, China Tourism Group, CDFG plans to continue providing duty-free shopping for both domestic and international consumers. The company is committed to contributing to the development of the Hainan Free Trade Port and China’s travel retail industry.
