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Rebranding of New World Department Store - Build the Retail Kingdom of New World

"The NWDS Rebranding Nationwide Launching Ceremony" held in Shenyang New World Department Store Zhonghua Road Branch Store at 6:06pm on 9 September 2009, symbolizing a Chinese blessing of long-lasting and infinity.

Mr Adrian Cheng, Executive Director of NWDS, officiated at the 'The NWDS Rebranding Nationwide Launching Ceremony'

Mr Adrian Cheng, Executive Director of NWDS, officiated at "The NWDS Rebranding Nationwide Launching Ceremony".

Rebranding of NWDS will be implemented by phases in different regions. Northeastern region will be the first region to be inaugurated on 9 September 2009 with Shenyang as the launching city. Northern region and Eastern region will commence the rebranding project in 2010 with Beijing and Shanghai as the launching cities respectively. Central region and Southwestern region will start the revamp in 2011 whereas Wuhan and Chengdu as the respective cities to embark on. The whole project is expected to complete in 2-year time.

Shenyang New World Department Store - Nanjing Street Branch Store

Shenyang New World Department Store - Taiyuan Branch Store

Shenyang New World Department Store - Zhonghua Road Branch Store

NWDS is pleased to announce that the Company is going to rebrand its image with new operation concept of "Fashion Style" & "Living Style", bringing customers with an entirely new shopping experience.

Brand new NWDS abandons the conventional store positioning by "Class Basis" and initiates "Fashion Style" & "Living Style" concept in the retail industry by categorizing the stores into 2 types: "Fashion Gallery" and "Living Gallery", aiming to satisfy the trendy pursuits and high-quality living desire of customers as well as offering services precisely.

Brand New "Living Gallery" and " Fashion Gallery"
"Fashion Gallery" is a "Thematic Department Store" selling fashion and accessories, themed as "Trendy" and "Characters". It emphasizes "Mix & Match" with exclusive brands and designer brands introduced and establishes Category–Killer products, striving to become the "Trendy" landmark in the cities.

"Living Gallery" is a "One-stop Shopping Department Store" mixed with the elements of department store and shopping mall which targets people of all ages and both genders, catering for their needs in terms of "Clothing", "Dining", "Living", "Travelling" and "Entertainment". 20%-30% of the store area of "Living Gallery" is reserved for providing complementary services, like dining, fitness center, spa center, bank, entertainment, other services, etc., striving to be an ideal place for family shopping, gathering and holiday enjoyment.

New Icon New Image Enhange the Corporate Ethos
To tie in with the rebranding, NWDS has specially designed 2 remarkable icons for "Fashion Gallery" and "Living Gallery". The design idea came from "Hundred Birds Forwarding to the Sun". Eight flying birds form a blooming flower implies that the corporate ethos of NWDS will be enhanced and glorified. The blooming flower represents happiness, reflecting the pleasure and joy that customers can enjoy when shopping. The largest bird lies at the bottom of the icon embracing the bud, showing a kind of reliability and supportiveness. At the same time, the bud is opening upward symbolizes the stable and glorious future of NWDS. The icon of "Fashion Gallery" is purple in color delivering a feel of trendy and modern while that of "Living Gallery" is red which means happiness and cheerfulness, truly reflect the outstanding image of the two galleries.

Icon of "Living Gallery"	Icon of "Fashion Gallery"

Apart from that, the interior design and decoration of the store will be revamped according to the different positioning of "Fashion Gallery" and "Living Gallery". Through the use of contrasting images and colors, the trendy and modern characteristics of "Fashion Gallery" will be illustrated. Multi-media spaces are developed for customers to receive the latest trendy news when shopping. Leisure area will be decorated with art pieces to bring out a unique artistic mood. As a whole, it is a good demonstration of "Trendy", "Modern" & "Excellent" by mix & match of the elements. "Living Gallery" will be designed as "Environmental Paradise". The elements of nature like butterfly, flower, forest, rainbow, grassland and river will be the core design concept in the store, giving customers a lively, cheerful and leisure shopping environment, providing a chance for the busy metropolitans whose life are fast-paced and lack the chance to be in touch with the nature to return to the natural ecology, and highlighting the importance of environmental protection for treasuring the nature.

NWDS held a press conference in Beijing on 16 June 2009 to announce the concept, direction, services, facilities and details of the Rebranding programme.