三维度发力让国货扎根免税赛道

Core Viewpoint - Recent policies have significantly enhanced the presence of domestic products in duty-free stores, transforming them into platforms for showcasing Chinese brands and cultural heritage [1][2]. Policy Developments - On October 17, the Ministry of Finance announced adjustments to the duty-free shopping policy for travelers in Hainan, allowing certain domestic products to be sold in duty-free stores [1]. - On October 30, a notification was released to support consumption by mandating that at least 25% of the sales area in duty-free stores be allocated for domestic products [1]. - On November 26, a plan was issued to promote the entry of high-quality domestic products and cultural heritage items into duty-free stores, along with optimizing the tax refund process for travelers [1]. Challenges for Domestic Products - Domestic products face three main challenges in establishing a foothold in the duty-free market: 1. Insufficient product adaptability to international consumer preferences and travel shopping scenarios [2]. 2. Weak bargaining power in distribution channels, with international brands dominating prime shelf space [2]. 3. Low brand recognition, as many domestic products lack a compelling international narrative, making it difficult to compete with established global brands [2]. Strategic Recommendations - Product positioning should focus on understanding international consumer preferences and optimizing designs to meet travel shopping needs, such as creating portable versions of cultural products [3]. - Deepening channel operations is crucial, including partnerships with leading duty-free operators and utilizing online booking combined with offline pickup to enhance consumer experience [3]. - Brand value should be communicated through immersive experiences in duty-free stores and leveraging international platforms to promote the cultural and innovative aspects of domestic products [3]. Conclusion - Duty-free channels provide a low-risk environment for domestic brands to test and showcase their products internationally, supported by favorable policies [4]. The success of domestic products in this space will depend on their product quality, channel management, and brand strength, marking a significant step in the evolution of Chinese brands and the economy [4].