New World Department Store China Limited ("NWDS" or the "Company"; Hong Kong stock code: 825), one of the largest owners and operators of department stores in the PRC, is pleased to announce that the Company is going to hold "The 1st NWDS Spokesperson" Contest to tie in with the rebranding of NWDS, aim at inspiring personalized image as well as leading the trend to showcase "New Character".

NWDS dedicates to rebrand its image in the retail industry and abandons the traditional store positioning by "Class Basis", utilizing the element of "Fashion Style" & "Living Style" as the store operation concept and creating a new image of "Enriching Lives  Enhancing Characters". To echo with the new image, NWDS will hold "The 1st NWDS Spokesperson" Contest with 1 male and 1 female spokesperson selected. The two spokespersons of NWDS will be awarded 1-year spokesperson contract which worths a total of RMB 600,000 prize, entitling to participate the tailor-made spokesperson activities which include attending various club promotional activities organized by over 30 stores of NWDS, be the cover models of "Best of New World" magazine and embracing media interviews etc. To be eligible for NWDS spokesperson, contestant has to be NWDS VIP member, equipping with unique and personalized style, modern and stylish characteristics, enjoying distinctive living style and keens on participating the NWDS club activities.

The primary selection of "The 1st NWDS Spokesperson" Contest will take place in all stores of NWDS. Semi-Final will be held regionally across the 5 regions of NWDS. Each store will elect both male and female representatives to join the regional semi-final and a winner, a first runner-up and a second runner-up of both genders will be chosen respectively, i.e. total 6 contestants for each region, will participate in the final contest that will be held in Beijing in May 2010.

Northeastern Region Semi-Final together with the rebranding celebration event will be held at Shenyang Chonghua Road Branch Store on 9 September 2009 whilst the spokesperson application period will start from 25 July 2009 to 8 August 2009. Through different challenges including dance performance, swimsuit Q&A session and fashion show on 9 September 2009, the contestants of Northeastern Region Semi-Final can demonstrate their unique taste of living and showcase their fashion senses via mix and match of clothing during the fashion show, striving to enter the final contest while demonstrating the essence of "Fashion Style" & "Living Style" of NWDS's new image. Besides the panel of judges of NWDS, the public can also cast their vote in all stores of NWDS during the regional contest. In addition, media and Platinum VIP member will also be invited to be the judges of Northeastern Region Semi-Final.

Contest Schedule

Entry Application:
Contestant should bring his/her own identity card, 1 piece of 2-inch color photo showing his/her face without wearing a hat, 1 piece of 6-inch color photo showing the whole body and a valid NWDS VIP card to all stores of NWDS (including"Ba Li Chun Tian"branded department stores in Shanghai) for in-store on-site application.

Eligibility:

Contestant must be a NWDS VIP member with valid China identity card and aged 18 years old. Both male & female can apply while he/she should not be an entertainment business practitioner.

'In order to build the retail kingdom of New World, NWDS as the PRC retail flagship of the Group takes the lead in the industry to adopt the concept of "Fashion Style" & "Living Style" as a new operation mode and abandons the conventional store positioning by "Class Basis", categorizing the stores into 2 types, "Fashion Gallery" and "Living Gallery".' Mr. Adrian Cheng, Executive Director of NWDS, the Chief of this rebranding programme, said, 'By organizing "The 1st NWDS Spokesperson" Contest, the personalized concept and the stylish living emphasized in the new image of NWDS can be fully demonstrated via the winner. We desire to deliver our new image of "Enriching Lives  Enhancing Characters" to the public through this contest, fostering consumers to establish a personalized meaning of life and attitude towards living as well as spreading our new image from "Person" to "Living" then to "Community".'

With forward thinking mindset, NWDS categorizes the stores into "Fashion Gallery" and "Living Gallery", aim at providing consumers with high quality of services. Stores with a smaller gross floor area ("GFA") will be converted to "Fashion Gallery" while selected stores with a larger GFA will be transformed into "Living Gallery".

"Fashion Gallery" is a "Thematic Department Store" that 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 20%-30% of the store area is reserved for providing complementary services, like dining, fitness center, spa center, bank, entertainment, other services, etc., targeting people of all ages and both genders, and catering for their needs in terms of "Clothing", "Dining", "Living", "Travelling" and "Entertainment".

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