In order to further enrich the category of fashion jewelry brands and meet the diversified needs of consumers, Sanya International Duty Free Shopping Complex, a subsidiary of CDFG, has upgraded its overall store image on the second floor of Building B, creating a shopping space for jewelry brands featuring affordable luxury and fashion. On January 18, 2022, HEFANG Jewelry, a domestic affordable luxury jewelry brand, made a grand debut with its first store in Sanya International Duty Free Shopping Complex of CDFG, which is also the first store that HEFANG has opened for duty free shopping.
In HEFANG’s store, consumers will find the wide application of exquisite traditional hand-crafted intensive inlays in jewelry designs. The designer selected a variety of wearing and delicate decorations to present jewelry in an interesting manner, which breaks the stereotype people hold against traditional jewelry, offering fashionable female consumers unrivalled glamour on all sorts of occasions. HEFANG, with its special design, shows an attitude to life - you can find the joy of life whenever and wherever you want. HEFANG has successively launched its Snowflake Collection, Fun Park Collection, Little Mermaid Collection and so forth.
Sun Hefang, the founder of HEFANG, graduated from Jewelry Design Department, Central Saint Martins College of Art and Design, a world-renowned art and design palace. Sun is the first Chinese designer who won the Gold Award in the “Bright Young Gems” design competition. She is good at discovering the subtle emotions and resonances in life, telling moving stories through jewelry to inject amusement and expectation in wearing jewelry.
In the Year of the Tiger, HEFANG, working with Tang Palace Cultural Creation, presented HEFANG × Tang Palace Cultural Creation co-branded works featuring ingenious craftsmanship and fashionable expression. HEFANG, with its “story-telling” jewelries, starts a fashionable Chinese New Year by interpreting modern aesthetics. Simple but exquisite, HEFANG always carries oriental charm. Whether it is for festival occasions or daily dressing, it injects beautiful meanings and expectations into the New Year.
Today, the patriotism of Generation Z has pushed the popularity of China-Chic brands to a new level. For Generation Z, it has become a new fashionable trend to buy domestic products, use domestic products and recommend domestic products on social platforms. With the awakening of brand awareness among domestic manufacturers in the consumer goods manufacturing industry, Chinese youngsters with higher cultural self-confidence have become an important consumer base for neo-domestic products. Compared with previous generations, the new generation values not only brand and experience, but also quality and implications. They pay close attention to whether the values represented by brands and products are in line with their own philosophy.
CDFG, as the world’s leading travel retailer, by focusing on new needs of consumers, has continuously consolidated its capabilities in terms of procurement, operation, channel expansion, digitalization and marketing, improving its service quality and expanding its market share. With the strong support of its parent company China Tourism Group, CDFG has established good cooperative relationship with more than 1,000 famous brands around the world. With its advantages in comprehensive supply, services and strong brand appeal in consumers, CDFG has become an important partner for brands to explore China’s duty free market. CDFG is not only committed to bringing more pleasant surprises for consumers in offshore duty free shopping in Hainan, but will also accelerate the pace of building Hainan into an international travel consumption center with worldwide influence.