Promotional blitz drives +45% surge in GDF Plaza May Day sales : Moodie Davitt Report

CHINA. Hainan Development Holdings-owned Global Premium Duty Free (GDF) Plaza posted a +45% year-on-year rise in sales for the key May Day holiday period. The number of items sold rose +49%.

The encouraging figures – especially in the face of soft visitor numbers to Hainan – were driven by a series of innovative promotions. These included digital coupons, wine tastings, free nail painting and even the opportunity to try DIY bear painting.

Despite soft visitor numbers, GDF Plaza posted solid May Day holiday sales, enticing shoppers with an array of promotions and activities {Photo courtesy of GDF Plaza; Photographer: Wang Chenglong}

Leathergoods maintenance, skincare advice and other value-added services were also offered to GDF members.

“I planned to have my nails painted before I returned to my hometown, but I didn’t expect that I could enjoy this service for free at GDF Plaza when I shop for duty free products here –the services of GDF Plaza always surprise me,” a visitor from Xi’an called Ms Lin told reporters.

{Photo courtesy of GDF Plaza; Photographer: Su Bikun}

Bear painting proved a smash hit with customers {Photo courtesy of GDF Plaza; Photographer: Gan Yu}

GDF Plaza noted the positive impact of the Hainan Provincial Government’s recently unveiled stimulus package to boost consumption and assist the island’s duty free retailers.

Under the scheme titled ‘Helping Business, Benefiting People and Enjoying Hainan’, CNY10 million (US$1.5 million) worth of digital coupons was issued on 1 May to spend in duty free stores on the island. The coupons are valid up until 31 May.

Livestreaming on Douyin boosted knowledge and sales of skincare and fragrances {Photo courtesy of GDF Plaza; Photographer: Wang Chenglong}

Customers benefited from expert advice and attractive pricing {Photos above and below courtesy of GDF Plaza; Photographer: Su Bikun}

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The digital coupons offer benefits for consumers who choose digital payment methods in-store. A single transaction of CNY1,000 (US$150) earns a CNY50 (US$7.50) discount; a spend of CNY3,000 (US$450) brings CNY300 (US$45) off; and a CNY5,000 (US$745) spend secures a CNY500 (US$75) rebate.

GDF Plaza sales were further boosted by online shopping services. Douyin livestreaming shopping and a WeChat Mini Program online store are among the retailer’s latest digital initiatives.

A GDF Plaza spokesperson said: “Recently, we launched different Douyin livestreaming sales channels for duty free products, including ones for skincare products and perfumes.

“These allow consumers to focus on their favourite products and make more accurate choices, saving waiting time for their targeted products during the livestreaming shopping.”

Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province. Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.

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