Jingdezhen retail renovation boosts sales

Results of survey
A	36.4 %
B	5.2 %
C	28.6 %
D	10.4 %
E	9.1 %
F	10.4 %

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Gavin Lipsith

21-Apr-2006

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Sales at one of Beijing Capital International Airport's seven regional airports have improved dramatically since a renovation of its retail area earlier this year

Retail turnover at Jingdezhen airport has risen by 50% since Beijing Capital International Airport (BCIA) renovated the provincial airport's retail areas earlier this year, a source close to the project has told DFNI Asia. The airport has also benefited from the introduction of major international cosmetics brands, doubling sales at the airport's cosmetics department since their introduction.

The source revealed that BCIA – which manages the airport in conjunction with a local partner – has made significant changes to Jingdezhen's liquor and tobacco outlet. "Jingdezhen is a good location as it has very strong international traffic, particularly from South Korea, Russia and Japan," said the source, "so BCIA is trying to cater more towards the needs of these travellers."

The decision to introduce international cosmetics brands was part of BCIA's strategy to drive spend among international passengers, and the source said the company hopes to attract more brands through the strong results it has achieved since the first major international brands were introduced at airport stores.

"BCIA hopes that it will be able to attract all the major beauty brands once it has proof that international brands are readily accepted even at regional airport stores," he said.

BCIA manages seven regional airports in China, including Jingdezhen, Tianjin and Wuhan. It directly operates retail to international and domestic passengers at the airports, while at Beijing airport it only operates retail to domestic passengers since Sunrise Duty Free took over the duty-free retail concession at the beginning of the year.

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