China Duty Free Group targets wellness market with new brand

The interior of CDF Health's immersive pop-up store at the Haikou International Duty-Free Shopping Complex. [Photo provided to China.org.cn]

China Duty Free Group (CDFG) is expanding beyond retail and lifestyle services into health and wellness, aligning with a major national initiative that began in April when Chinese authorities released an action plan to boost health-related consumption.

CDFG is leveraging its global supply chain and high-traffic channels to enter this growing market through its proprietary brand, CDF Health. According to the company, the brand aims to set quality benchmarks for the wellness sector, targeting both older adults and younger generations through a three-pronged strategy that integrates products, scenarios and communication.

In a recent high-profile move, CDF Health named MMA World Champion Zhang Weili its first "Star Promoter," tapping her to help introduce the brand's "Light Nourishment, Joyful Living" concept. The partnership also aims to strengthen consumer engagement in the travel retail sector ahead of the peak offshore duty-free season.

CDFG's expansion is underpinned by demographic shifts outlined in its 2024-2025 Consumption White Paper. The report identifies "Senior Quality Seekers" aged 60 and above as key consumers who are health-conscious, have spending power, and seek quality-assured, convenient health products. This group also prioritizes "self-pleasing" consumption and enjoys integrated culture, tourism and health services. Young people are equally driving growth in the health and wellness market through rising health awareness.

Shelves displaying CDF Health bird's nest and wellness products at the Haikou International Duty-Free Shopping Complex. [Photo provided to China.org.cn]

In response to these insights, CDF Health operates under the philosophy of "Light Nourishment, Joyful Living," offering products for all ages. The brand sources premium global ingredients, such as Indonesian bird's nest and Changbai Mountain ginseng, and collaborates with nutritionists to develop convenient, ready-to-eat, and portable versions.

The current product lineup includes bird's nest, ginseng, donkey-hide gelatin, aojiru (green juice), and dietary supplements, covering needs from daily maintenance to precise supplementation. By offering inclusive pricing, the brand seeks to make health solutions accessible for every age group.

MMA World Champion Zhang Weili features in a CDF Health wellness campaign.[Photo provided to China.org.cn]

CDF Health recently opened the "Weili Lifestyle Explorer's Journey" immersive pop-up store at the Haikou International Duty-Free City Shopping Complex, featuring interactive displays, product trials and health education. The site offers a "Zhang Weili Signature Light Nourishment Gift Box" tied to the MMA champion's brand partnership.

The brand maintains strict quality control across raw material sourcing and R&D. According to the company, this ensures consumers have reliable choices and also moves the health sector toward value-based competition, generating new quality productive forces in the industry.

CDFG is positioning itself as a provider of healthy lifestyle services and exploring new integration models in health consumption. CDF Health strengthens the company's "Duty Free +" offerings and converts high foot traffic into health sector growth through innovative retail scenarios.

For example, the Sanya International Duty-Free Shopping Complex is optimizing services for older consumers, creating a warm and experience-rich environment. CDFG said this effort aims to elevate the consumer experience and create an integrated travel retail model that blends culture, commerce, tourism, sports, and health.

Looking ahead, CDF Health plans to expand into areas combining health with culture, tourism and sports, promoting its "Light Nourishment, Joyful Living" concept through partnerships with more health role models like Zhang Weili.

CDFG said it remains committed to "doing business in good faith and providing quality services," utilizing the resources of China Tourism Group to continuously drive innovation in shopping environments, optimize product offerings, and shape consumer trends.

The company added that it will fulfil demand for quality lifestyles and power the high-quality evolution of the travel retail industry.