In January–October 2026, Hainan's duty-free shops were visited by 4.101 million shoppers — 8.9% more than in the same period last year. Together they bought 23.11 million items, up 4.4%.
China Duty Free Group, which operates Haikou International Duty Free City — the island's largest duty-free complex — adjusted its assortment to current consumer preferences, launched exclusive promotions and organised themed markets where new products can be tried. According to a company representative, these measures were well received by shoppers.
Among the most popular categories are skincare cosmetics and perfumes. A tourist from Wuhan in Hubei province who came to Hainan with his family said he bought several sets of skincare products and cosmetics: the wide choice and convenient pick-up system made the purchase comfortable.
Haikou Customs has stepped up supervision at all stages of duty-free goods circulation — from storage and display to sale and verification of pick-up. In parallel, the agency is developing appointment-based customs clearance and advising retailers on compliance with the offshore duty-free policy.
Hainan operates as an offshore free trade zone: shoppers buy goods on the island and take them to mainland China within established quotas without paying import duties. The growth in the number of transactions alongside a rise in the average purchase indirectly indicates that shoppers are choosing more expensive items — primarily premium cosmetics and perfumes from foreign brands.
For exporters of consumer goods to China, the dynamics of the Hainan duty-free market serve as a practical benchmark: the channel remains an entry point for foreign brands seeking to test demand without full distribution through mainland importers. Steady double-digit sales growth amid an expanding customer base confirms that interest in offshore duty-free shopping is not declining, and the zone's operators are actively working to retain traffic through assortment and marketing tools.
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