Sanya sees duty-free consumption surge under Hainan's new customs operations

Since the launch of Hainan's special customs operations, the duty-free consumer market in Sanya has been heating up, demonstrating robust growth momentum and vibrant market vitality.

Sanya International Duty Free Shopping Complex in Sanya, Hainan province, Jan. 17, 2026. [Photo courtesy of China Pictorial]

According to Zheng Conghui, secretary of the Party Leadership Group and director of the Sanya Municipal Bureau of Commerce, within one month of the special customs operations, Sanya's duty-free sales reached 3.6 billion yuan ($517 million), with daily sales exceeding 100 million yuan, representing year-on-year growth of 40%. As a key component of Sanya's duty-free economy, the customer traffic and sales revenue at China Duty Free Group's Sanya International Duty Free Shopping Complex have grown in tandem.

Hu Min, member of the marketing department at China Duty Free Group's Sanya International Duty Free Shopping Complex, stated that since the implementation and optimization of the revised Hainan offshore duty-free policy on Nov. 1, and especially following the official launch of the special customs operations on Dec. 18, customer traffic at the complex has surged significantly, with consumer interest in this landmark policy continuing to rise. On the first day of the new customs operations, the duty free complex received nearly 36,000 visitors, a year-on-year increase of over 60%, while single-day sales rose by 85% compared to the same period last year.

In terms of product categories, in addition to traditional favorites such as perfumes and cosmetics, digital products have shown a remarkable performance, with noticeable growth in sales of Apple and Huawei smartphones. Meanwhile, demand for emerging product categories such as pet supplies and portable musical instruments has been robust, with some items temporarily selling out, reflecting a trend of diversification in duty-free consumption.

Consumers browse at Sanya International Duty Free Complex in Sanya, Hainan province, Jan. 17, 2026. [Photo courtesy of China Pictorial]

The duty free complex has continuously optimized its pickup services, now offering five convenient options: buy and pickup, guaranteed pickup, postal delivery off-island, pickup at island exit ports, and pickup for Hainan residents returning to the island, greatly improving the shopping experience and flexibility for consumers.

Furthermore, Sanya International Duty Free Shopping Complex has upgraded its "Sunset Market 2.0" by introducing popular IP characters and special parade performances, complemented by large-scale lottery devices, creating an immersive consumer space that integrates sightseeing, entertainment and social media check-ins, continuously enriching consumer choices and enhancing the on-site experience.