Young surf culture meets luxury retail in Wanning, Hainan
Wangfujing Group's Duty Free complex
Hainan’s duty free landscape has traditionally centered around established hubs Haikou and Sanya. Now, Wanning is emerging as the island’s next must-visit destination, where a unique blend of surf culture, coffee shops and luxury retail is attracting China’s affluent young travelers.
The establishment of Wangfujing as a duty free destination marks a significant milestone for the region. “The Wanning Duty Free Port will be positioned as an indispensable commercial and tourism hub for visitors to Wanning,” says Jiang Pan, PR & Marketing Manager at Wangfujing Group.
The project not only fills a gap in the eastern part of Hainan’s duty free market, but also addresses the scarcity of large-scale commercial entities in the region
The flow
The rhythm of this emerging destination is key to its appeal. Mornings find young visitors congregating in the area’s numerous coffee bars before heading to the beach for surf sessions. As temperatures rise toward noon, they retreat indoors for duty free shopping, returning to the waves in mid-afternoon when the sun’s intensity wanes. Evenings transform the scene again, with seafood restaurants and coffee bars that double as nightspots creating a vibrant social atmosphere.
Beauty and skincare always offer unique promotional opportunities with the young, sporty and fashionable clients who flock to Wangfujing
This natural flow between activities has influenced Wangfujing’s approach to creating a “destination within a destination.” The group has positioned itself around four key themes: sports, environmental protection, art and local culture. These elements are woven throughout the mall’s exterior design, interior layout and marketing activities.
LOOP Surf Club
For those interested in surfing or seeking professional surf training in China, LOOP Surf Salon in Riyue Bay, Wanning, Hainan, offers comprehensive facilities and programs. LOOP is Asia’s largest surf club, spanning over 5,000 square meters. It also serves as China’s national surfing training base. Riyue Bay is renowned as one of China’s premier surfing destinations, offering favorable conditions for both beginners and experienced surfers.
After morning coffee, days in Riyue Bay begin with surf lessons
In June 2023, Loop Surf Salon partnered with skincare brands FOREO and FAQ to host the “FOREO & FAQ x Loop Surf Beauty School.” This event combined surfing lessons with skincare education, expounding on the benefits of using FOREO and FAQ devices before and after surfing sessions.
The destination’s surfing heritage plays a crucial role in attracting a new demographic to luxury retail. “As Wanning is a famous surfing destination, LOOP’s values are female friendly and environmental friendly, so LOOP brings female and eco-friendly clients,” explains Shan Ye, LOOP’s founder. This alignment between surf culture and luxury retail has proven successful, she says, with LOOP’s collaboration in the Seaside Games bringing “young, sportive and fashionable clients to Wangfujing.”
LOOP Surf Salon Founder Shan Le – LOOP is Asia's largest surf club
Surf and sport
To capitalize on this unique positioning, Jiang reveals plans for Wangfujing to “collaborate with high-quality sports resources and partner with sports or surfing-related clubs for media promotion to strengthen the ‘sports’ label and deepen tourists’ understanding of brands, products, and services within the duty free port.”
The group is taking an innovative approach to product development, with plans that extend beyond traditional duty free offerings. “Wangfujing will not only enrich its brand offerings but also develop personalized product lines tailored to regional characteristics, such as surfing and skateboarding,” says Jiang. “Efforts will be made to provide services that distinguish Wangfujing from other duty free entities.”
Wanning is a youthful and sporty destination
The commitment to unique experiences extends to collaborations and exclusive products. “In the future, Wangfujing will focus on developing cultural and creative merchandise unique to its Wanning location, and will consider collaborations with brands for limited edition and exclusive products, playing a crucial role in maximizing the uniqueness of Wanning tourism and enhancing its attractiveness” Jiang explains.
LOOP Surf Salon offers a female-friendly environment
To enhance accessibility, Wangfujing has implemented comprehensive transportation solutions. “Specific measures include offering long-term free shuttle services to Wangfujing, planning special promotions such as reimbursing island-internal high-speed rail fares, establishing dedicated reception services for large group tourists, providing six signature experience services on a regular basis, collaborating with car rental platforms to offer exclusive discounts, and setting designated pick-up and drop-off points for vehicle rentals,” Jiang details.
Digital engagement
Digital engagement plays a crucial role in reaching the target demographic. “We utilize Red Book as main social media platform,” says Shan. “Those Gen Z with the ability of purchasing here uses it quite often.”
As a truly Gen Z destination, Wanning places great importance on sustainability, here with LOOP Surf Salon
This strategy also aligns with Wangfujing’s broader digital approach, which leverages platforms like Xiaohongshu and Douyin to promote surfing, seaside relaxation and duty free shopping as essential Wanning experiences.
“Wangfujing’s content marketing focuses on differentiating itself by emphasizing that Wangfujing International Duty Free Port is a treasure trove for ‘duty free shopping + quality outlet shopping all in one’ across the island and even the country, reshaping consumers’ perceptions,” Jiang says.
International vision
Looking ahead to 2025, Wangfujing plans to enhance its experiential offerings through collaborations with renowned brands. “At the beginning of 2025, Wangfujing will collaborate with renowned brands such as Penfolds and MAX MARA to launch pop-up stores,” Jiang reveals. The development will also feature unique attractions including a drive-in cinema and a special market at the West Plaza. Local elements are being thoughtfully integrated, exemplified by the inclusion of Sunhe Xinglong Coffee, a local coffee brand, within the duty free area.
Wanning's surf culture, luxury retail and lifestyle experiences positions it uniquely within Hainan’s duty free landscape
While until now domestic consumers have been the focus, Wangfujing’s vision extends to international visitors by 2025. “Currently, more attention is paid to Chinese consumers due to their broader demographic profiles in terms of age, occupation, income level, lifestyle and consumption habits,” Jiang explains. “However, serving international tourists has been included in the plan for 2025, with a focus on maintaining service standards for domestic tourists while ensuring balanced service guarantees for both groups.”
As Wanning continues to evolve, the synthesis of surf culture, luxury retail and lifestyle experiences positions it uniquely within Hainan’s duty free landscape. The destination offers a fresh perspective on luxury retail, one that resonates with a new generation of experience-seeking consumers who value both adventure and sophistication.
