On September 1st, Hermes International SA officially opened its first direct-operated store at a domestic airport in China, located in the commercial core area of the domestic departure lounge at Shenzhen Airport Co.,Ltd.'s T3 terminal. As an international luxury brand, Hermes' entry represents a significant achievement in Shenzhen Airport's efforts to cultivate an international brand portfolio in its terminals, showcasing the airport's status as an international aviation hub and high-end consumer potential, while demonstrating Shenzhen's firm commitment to continuously optimizing its international business environment and activating the consumer market.
The Hermes Shenzhen Airport store is a full-category flagship store. Its exterior design incorporates the characteristics of Shenzhen as a coastal city, featuring an indigo blue main color scheme. The ceramic tile patterns echo the ocean wave patterns and the ceiling shape of the T3 terminal, creating an immersive experience for passengers of "browsing an art exhibition at the airport."
According to reports, Hermes chose Shenzhen Airport for its first domestic airport direct store based on insights into the high-quality passenger flow at Shenzhen Airport. As an international aviation hub, Shenzhen Airport has seen continuous growth in passenger traffic in recent years, with an increasing proportion of high-end business and tourism travelers. The "Shenzhen Express Line" jointly created by Shenzhen Airport and various airlines successfully expanded to 17 routes in the first half of this year, with more than 700 daily flights connecting Shenzhen to major domestic cities including Beijing, Shanghai, Hangzhou, Chongqing, and Chengdu. This has attracted more business travelers to depart from Shenzhen Airport, driving substantial growth in the high-end consumer demographic within the terminal commercial district.
Meanwhile, Shenzhen Airport, positioning itself with the commercial strategy of "International Hub, Shenzhen Character," aims to create a "world-class aviation hub commercial district" and actively promotes the entry of leading international brands as well as advantageous local Shenzhen brands. Since the beginning of this year, international brands including Louis Vuitton, Dior, and Hermes have successively opened stores at Shenzhen Airport. The airport currently collaborates with over 100 international luxury brands and high-quality Greater Bay Area brands.
Additionally, Shenzhen Airport actively promotes multiple "first-entry" projects, attracting renowned brands such as Cinco Jotas Ham, Wolfgang Puck, Crystal Jade La Mian Xiao Long Bao, and Hudson Cafe to establish presence. Through service innovations like gate food delivery and mobile coffee robots, the airport upgrades consumption scenarios, providing passengers with shopping experiences that combine "technological innovation and international flair."
With the entry of a series of international and high-quality local brands, Shenzhen Airport has initially formed a multi-tiered consumption matrix centered on international luxury direct stores, characterized by local technology fashion brands, and supplemented by duty-free boutiques. Moving forward, Shenzhen Airport will continue to create new benchmarks for airport consumption, introduce more flagship stores of renowned brands, cultivate distinctive brands, and enhance passenger experience through superior commercial services, contributing to Shenzhen's development as an international consumption center city.
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