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CDFG drives island-wide engagement with marketing campaign for 5th Hainan Expo
The retailer has launched an immersive line-up of events during the expo, including a Fashion Week, the CDFG Watch Carnival, brand showcases and cultural exhibitions.
CHINA. China Duty Free Group (CDFG) is celebrating the fifth edition of the China International Consumer Goods Expo (Hainan Expo) with a large-scale omnichannel marketing campaign to highlight the island’s growing role as a global retail and tourism hub.
The retailer has launched an immersive line-up of events during the expo, being held this week (13-18 April) in Haikou. These include Expo Fashion Week, the CDFG Watch Festival, brand showcases and cultural exhibitions.
CDFG has leveraged its expansive retail network to launch cross-sector promotions covering dining, entertainment and retail. These are available at key locations, including cdf Haikou International Duty Free Shopping Complex, cdf Sanya International Duty-Free City, airport outlets and its ecommerce platform.
The company also set up immersive exhibition spaces in Haikou and Sanya to extend the expo’s reach and boost Hainan’s offshore duty-free market.
At cdf Haikou International Duty Free Shopping Complex, the retailer rolled out three flagship events: the ‘Visit the Expo, Shop Duty-Free’ crossover initiative; the fifth CDFG Watch Carnival showcasing over 7,000 timepiece models; and Hainan Expo Fashion Week presenting six runway shows.
Aligning with Hainan’s push to promote cultural heritage while attracting high-end consumers, CDFG combined traditional Li ethnic craftsmanship with contemporary high fashion.
The retailer has extended the campaign to cdf Sanya International Duty-Free City, in collaboration with Sanya Yacht Club, pioneering a ‘duty free meets luxury tourism’ concept. The initiative offers on-site gourmet and wellness product pop-ups, along with complimentary shuttle services between venue.
Shoppers can enjoy exclusive benefits throughout the expo period, including government-issued shopping vouchers offering savings up to CNY5,000 (US$680) and attendee-only -15% discounts plus shopping coupons worth CNY3,888 (US$529) or CNY5,888 (US$800). Also on offer are bonus membership points on more than 7,000 watch models, including 30 brands exclusive to Hainan through CDFG.
To elevate the shopping experience, autonomous shuttles and premium chauffeur services are available to streamline access between the exhibition and shopping locations.
The retailer is leveraging the expo’s global platform, backed by China Tourism Group’s resources, to bolster supply chains, enhance shopping channels and drive innovation in global tourism retail.
This strategic vision aims to elevate Hainan’s position as an international tourism and consumption hub while creating new growth opportunities across the duty-free sector.
The Moodie Davitt Report is on location at the Hainan Expo. Look out for our daily WeChat updates on China Travel Retail Express while Martin Moodie will present an overview and highlights of the event on this website in coming days. 
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