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

China Duty Free Group (CDFG) has officially reopened its upgraded Xiamen Downtown 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 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.

Guochao goes global
The newly introduced Guochao Zone highlights duty free’s potential to serve as a platform for Chinese brands seeking international exposure. 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 Downtown Duty Free Shop is one of the first to implement the ‘refund-upon-purchase’ policy in Xiamen. The store completed its first same-day refund transaction during the trial phase, enabling overseas tourists to immediately process tax refunds post-purchase.
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.

Source: ©The Moodie Davitt Report