Trends & Insights
On location with CDFG at the Boao Forum for Asia
During the recent Boao Forum for Asia Annual Conference 2024, held on 26-29 March in Bo’ao, Qionghai County, The Moodie Davitt Report Asia Pacific Content Strategist Lara Netherlands toured the permanent cdf Boao Duty Free Shop, which serves as a key attraction for visitors to the prestigious event. While there, she talked to the store’s General Manager Zhang Lei about the importance of the event to China Duty Free Group.
The Moodie Davitt Report: What role does the CDFG store play within the Forum?
Firstly, by offering a wide range of commodities, including perfumes & cosmetics, boutique products, watches & jewellery, food and fashion & luxury boutiques – in all, 45 duty free categories – duty-free shopping has enriched and enhanced the Bo’ao region’s tourism elements and attractiveness.
Secondly, as an important window to show Hainan’s image to the outside world, the duty-free store promotes the unique charm of the island’s tourism shopping sector to both participants and tourists.
cdf Boao Duty Free Shop General Manager Zhang Lei and The Moodie Davitt Report Asia Pacific Content Strategist Lara Netherlands pose for a photo during the recent Boao Forum for Asia Annual Conference
What specific measures were undertaken in preparation for this year’s Forum?
We have ensured comprehensive deployment and concerted efforts by all CDFG stores in Hainan to support the event. CDFG Hainan made a comprehensive deployment 46 days in advance and set up a dedicated working group and regularly followed up the implementation of each work aspect to ensure that all services and operations were completed on time.
CDFG’s stores in Hainan worked closely with each other to open a green channel for the procurement and allocation of goods for the Boao Forum for Asia. This ensured there would be a rich variety and sufficient quantity of commodities in seven categories, including fragrances and cosmetics, boutique products, foodstuffs, department store items and wines & spirits etc, so we could satisfy guests’ diversified needs. Around 45,000 product SKUs were allocated by the time of the annual conference.
We also implemented an image enhancement to welcome the Boao Forum for Asia Annual Conference with a new look. In order to better present CDFG’s image at the event, we organised a comprehensive inspection of each section within our Bo’ao store to ensure that guests would be welcomed with this bright new look.
Additionally, we enhanced our service levels after creating an international service team to showcase the CDFG brand. Through careful internal selection, CDFG Hainan formed a high-quality service team comprising 160 key employees from cdf Boao Duty Free Shop, cdf Haikou Mova Mall store, and cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
CDFG Hainan invited professional instructors to carry out service training in advance, as well as brand experts to offer product knowledge training, so as to continuously improve employee service awareness and professional skills. Additional cash registers were specially installed to shorten customer waiting times and improve checkout efficiency to guarantee high service standards during the Forum.
CDFG also focused on creating an exclusive experience, providing personalised and high-quality services during the Forum. In order to provide a differentiated shopping experience this year, Forum guests were given gifts for spending in the store. They could also receive complimentary professional makeup services.
In close cooperation with local tourism management, we also provided services such as chairs, self-service coffee, free wifi and so on in the outdoor resting area.
Through the above initiatives, Boao Forum for Asia Annual Conference participants were provided with personalised quality services. These fully demonstrated the meticulous care and high-quality services offered by CDFG in Hainan and the practical actions we take to honour the mission and responsibility of a central enterprise.
(Above and below) Busy scenes at the cdf Boao Duty Free Shop as Forum visitors enjoy the well-ranged offer
How else did CDFG work to ensure a top-class experience for Forum visitors and drive consumption?
Besides the strengthened staff training to enhance employee professionalism and ensure that every customer could enjoy attentive and professional services that I mentioned, we did the following:
- We expanded the assortment’s variety and quantity and added more popular and specialty products to meet the shopping needs of different customers.
- We focused on creating a comfortable, pleasant and relaxing shopping environment and experience, by enhancing all aspects of the operation from store décor to product display.
- We also launched promotional activities for all categories in the store and linked up with the municipal government to offer a full range of consumption coupons. This attracted more customers to come and experience duty-free shopping on the island.
How does the Bo’ao duty-free store align with the mission and goals of the Boao Forum for Asia Annual Conference?
The booming offshore duty-free business is a shining business card of the Hainan Free Trade Port. cdf Boao Duty Free Shop, as a supporting service unit of Boao Forum for Asia, has kept in mind General Secretary Xi Jinping’s instructions and planted the concept of ‘honest operation and quality service’ in shaping our corporate culture.
This has touched the heart of every cadre and employee and been implemented throughout our organisation.
In the process this has enhanced management and service capability, guaranteed high service levels and promoted a positive image of offshore duty free shopping.
In what ways does the CDFG duty-free store contribute to the local economy and community surrounding the Boao Forum for Asia venue?
The opening of duty-free stores not only enhances the business atmosphere and enriches the local business scene in the surrounding areas, but also provides more employment opportunities for local residents.
Finally, how does CDFG balance the demand for luxury goods with the growing interest in sustainable and eco-friendly products among travellers?
Duty-free retailers and luxury brands maintain a high level of interest in sustainability and environmental protection. Together we are leading the industry, and we are always on the lookout for new needs and changes in our consumers’ behaviour. Together we are promoting the healthy and sustainable development of Hainan’s offshore duty-free industry.
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