CDFG reopens renovated Xiamen downtown store as spotlight falls on Chinese brands

The launch represents a further step in the group’s broader strategy of integrating China-chic brands into its overall duty-free offer and embracing new retail formats to boost consumption.

Jun 16, 2025 - 23:20

CDFG reopens renovated Xiamen downtown store as spotlight falls on Chinese brands

CDFG has officially reopened its revamped Xiamen downtown duty-free store, bringing international brands and premium Chinese products to the heart of the city under a dual ‘duty-free + taxable’ business model. {All images from CDFG via WeChat.}

CHINA. China Duty Free Group (CDFG) has officially reopened its upgraded Xiamen Duty Free Shop on 13 June. The store is located in Xiamen’s central commercial hub, Zhonghua City.

Following a soft launch on 26 May, the reopening marks a major step in advancing CDFG’s dual-mode ‘duty-free + taxable’ business model in the Xiamen region.

The opening coincides with the launch of the ‘China Trend Zone’ (Guochao Zone), a retail space spotlighting Chinese brands and cultural aesthetics. Together with the the dual-format concept, the store is designed to enhance the city’s standing as a high-quality consumption hub and support Xiamen’s development as an international shopping destination.

According to the ‘Notice on Improving the Duty-Free Shop Policy in the City’ regulations introduced in August 2024, Xiamen’s duty-free stores are permitted to sell to all departing passengers – not limited to Chinese passengers – set to leave the country by air or cruise within 60 days. The model allows travellers to shop downtown and collect their goods at their port of departure.

Guochao goes global

**(Above and below) The new China Trend Zone (Guochao Zone) blends traditional oriental aesthetics with modern product innovations, creating a powerful showcase for Chinese brands in travel retail**

The newly introduced Guochao Zone highlights duty free’s potential to serve as a platform for Chinese brands seeking international exposure, CDFG said. It features an immersive product environment that combines traditional Chinese craftsmanship with modern design, showcasing three core categories: fragrance and skincare, premium wines, and homeware and lifestyle products.

The fragrance and cosmetics section features domestic skincare brands alongside high-tech personal care labels, celebrating traditional Chinese beauty techniques with contemporary formulations. The wine area offers refined interpretations of Chinese spirits, while the lifestyle range transforms cultural motifs into modern, functional homewares – from traditional products to everyday essentials.

In addition, the Xiamen Duty Free Shop is one of the first to implement the ‘Buy Now, Refund Now’ policy, introduced in Xiamen by the State Administration of Taxation in April. The store completed its first same-day refund transaction during the trial phase, enabling overseas tourists to immediately process tax refunds post-purchase.

**DECORTÉ and Clarins are just some of the international beauty brands on offer at the revamped CDFG Xiamen store**

This initiative not only simplifies the tax refund process for travellers but also serves as a key enabler for Chinese brands aiming to boost international recognition.

The Duty Free Shop also features a wide range of internationally recognised brands across categories including perfumes and cosmetics, premium wines, light luxury accessories and handbags.

To mark the official opening, the store is offering promotions including discounts of up to -50% on selected duty-free items, alongside member-exclusive perks such as tenfold loyalty points and a RMB666 (US$93) meet and greet package.

CDFG said it remains committed to offering high-quality service with a long-term vision to embrace new retail formats that merge international trends and Chinese identity.