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 20 contestants of Eastern Region Semi-Final of “The 1st NWDS Spokesperson” Contest have been selected. Eastern Region Semi-Final will be held on 24 January 2010 when the Champion, 1st runner-up and 2nd runner-up of male and female group will be born.  They will represent Eastern Region to compete in the Final Content that will be held in May next year.

Eastern Region Semi-Final is co-hosted by “Trendy Life Channel”, a famous media in the region.  Overwhelming responses of application were received with approximately 6000 applicants from Shanghai, Nanjing, Ningbo, Taizhou and Wuxi.  After passing the rigorous selections, applicants had to attend in-store interviews with sections of self introduction, talent performance and interactions with interviewers so as to exhibit their own trendy and chic personality.  Interviewers evaluated applicants according to their appearance, body shape, conversation, character & style, special talent, fashion sense and level of understanding towards NWDS. In line with the launching of new image, Qualifying Round of Wuxi New World Department Store (“Wuxi Store”) was held on 19 December which was full of enthusiastic responses and attracted lots of customers staying and watching over.  The male and female winners will represent Wuxi Store, together with the representatives from Shanghai, Nanjing, Ningbo and Taizhou, a total of 10 males and 10 females to enter the Eastern Region Semi-Final. To tie in with the trendy new image, Wuxi Store actively brought in the latest fashion and accessories including the introduction of trendy fashion brand ZARA, that is the first ever cooperation between the brand and department store in mainland.  Wuxi store also established shoes galleria, which is the category-killer of the store, with major celebrated shoes brands included. In addition, brand outlet floor and beauty and fitness center have been introduced to the store, striving to be the latest shopping landmark for trendy women.

There will be in-store customer voting and online polling for the contest with voting period starts from 20 December 2009 to 5 January 2010. Customers can cast their votes during the voting period at the designated polling station at the twelve stores of NWDS in the Eastern Region*. VIP members take part in the polling with purchase at store during the voting period can enjoy double bonus points of their purchase while platinum VIP members can receive triple bonus points. Besides, the general public can also vote for their favorite contestants through the polling website platform at Sohu (http://women.sohu.com/s2009/nwds) during voting period. In-store customer voting and public online polling will account for 20% of the total rating of the Semi-Final respectively. In order to enhance the fairness of the contest, there will be notary at the scene of Eastern Region Semi-Final to monitor the counting of votes.

For the sake of fully demonstrating the 20 contestants’ unique characteristics so as to deliver NWDS’s new image of “Enriching Lives Enhancing Character” thoroughly and equipping them to overcome the challenges of talent performance, Q&A session and fashion catwalk show in the contest, the 20 contestants will receive an all-rounded training, including personal styling, costume selection and demonstration, catwalk & manner training and show rehearsal, that are taught by professional stylists and trendy & beauty experts.

Mr. Adrian Cheng, Executive Director of NWDS, the Chief of this rebranding program said, ‘There is a breakthrough of record that Eastern Region Semi-Final has a total of 20 contestants to compete for only 6 representative seats, implying a keen competition has taken place. Conspicuous contestants have attractive appearance and trendy attributes, as outstanding as the decoration and design of the rebranded store of NWDS. Voguish contestants together with the lively shopping atmosphere embody the spirit of the new image of “Enriching Lives Enhancing Character” of NWDS. “Fashion Gallery” is a “Thematic Department Store” themed as “Trendy” and “Characters”, emphasizing “Mix & Match” style; “Living Gallery” is a “One-stop Shopping Department Store”, catering for the needs of consumers in terms of “Clothing”, “Dining”, “Living”, “Travelling” and “Entertainment”. It is hoped that consumers enjoy the comfortable and elegant shopping environment while shopping as well as fond of the new experiences that brought by the new image of NWDS.’

* The twelve department stores are Shanghai-Hong Kong New World Department Store-Huaihai Branch Store, Shanghai-Hong Kong New World Department Store-Xinning Branch Store, Shanghai-Hong Kong New World Department Store-Hongkou Branch Store, Shanghai-Hong Kong New World Department Store-Changning Branch Store, Shanghai-Hong Kong New World Department Store-Qibao Branch Store, Shanghai-Hong Kong New World Department Store-Wujiaochang Branch Store, Shanghai-Hong Kong New World Department Store-Puijian Branch Store, Ningbo New World Department Store, Ningbo New World Trendy Department Store, Wuxi New World Department Store, Nanjing New World Department Store and Taizhou New World Department Store.

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