(26 June 2010 – Hong Kong) 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 1st NWDS Spokesperson” contest concluded in Beijing today, all winners were born successfully. NWDS female spokesperson was Gao Ke from Beijing city, the judging panels and audience were impressed by her elegant, pleasant and personalized character. With extraordinary temperament, Zhang Chun from Chengdu city became the male spokesperson of NWDS. Male and female spokespersons will go to different NWDS’s stores to promote the new image of “Enriching Lives．Enhancing Characters” and deliver the trendy and personalized lives attitude in the coming year. The 1st runner-up of male and female groups were Lu Yuan Hao from Beijing city and Zhuang Wen from Dalian city respectively, while the 2nd runner-up were Lou Jun from Chongqing city and Li Jia from Chengdu city. In addition, the winner of Most Photogenic Award was Lu Yuan Hao from Beijing city whilst Lou Jun from Chongqing city was the winner of Individual Talent Award. And Audience Favorite Award were presented to Xu Fei Yu from Shenyang city and Hou Xin from Shanghai city.

“Be Stylist．Be True．With a New Character” is the main theme of “The 1st NWDS Spokesperson” contest. 28 contestants from different cities endeavored to demonstrate their personalized image as well as showcasing their marvelous talents in front of judging panels and audience. After the contestants marched in along the red carpet, the competition was unveiled with an energetic cheerleading performance, enlivening the pervading mood of the contest. Then Mr. Adrian Cheng, Executive Director of NWDS made the opening speech to welcome all guests and audience. Afterwards, 28 contestants with dance clothing introduced themselves and expressed their expectation to be the spokesperson. They were divided into 3 groups to perform Latin dance, their fabulous performance could rival the professional dancer after receiving intensive training by international ballroom dance instructor and was followed by a burst of applause. In the Q&A session, the contestants wore casual wear were grouped into pairs of male and female to answer questions about NWDS, trendy & fashion or public hot topics, fully demonstrating their witty and eloquent merits. Famous magic show was performed to ease the tension and audience were invited to participate interactively. Then, 16 shortlisted contestants walked in the runway with gorgeous evening gown, revealing their elegant and trendy temperaments. After the exciting lucky draw session, all contestants put on their own selected “N-only” clothing to perform the “Personalized Fashion Show” at the end of the contest. Not only their young spirit was manifested, but also their fashion sense and unique characters were exhibited, fully tying in with the new image of “Enriching Lives．Enhancing Character” of NWDS.

Panel of Judges of final contest consisted of Mr. Adrian Cheng; Mr. Sun Peng, Marketing Director of 《ViVi Magazine》; Mr. Liu Jianan, exclusive photographer of 《For Him Magazine》; Ms. Li Hong Tao, Beijing Wefashions Styling and Make-up School Training Director and the national ten best make-up artist; Miss Wang Luxi, well-known young dancer of Hong Kong Dance Company. Besides, Beijing Xinde Notary Public Office was also invited as the notary. Rating from panel of judges contributed 60% of the total marks of each contestant, and the assessment was based on the appearances, temperaments and talents of the contestants, while customers’ votes received in-store and on-line polling of Sohu from the public during 15 May to 19 June accounted for 10% each. And the remaining 20% were come from on site voting of Platinum VIP, business partners, guests and media. Overwhelming responses were received from on-line and in-store polling with over 4 million votes were collected altogether.

Mr. Adrian Cheng, the Chief of this rebranding program said in the final contest, “After announcement of large-scale rebranding program last June, NWDS have been leading the trend of department store industry with our new positioning concept of ‘Fashion style’ and ‘Living Style’. In order to select the most eligible spokesperson that are able to truly represent NWDS by their character of daring to innovate and leading the trend, ‘The 1st NWDS spokesperson’ contest lasted 11 months and the total number of applicants exceeded 21,000.  Online polling and in-store voting were organized to increase public participation, the total number of votes and online clicks were 4 million and 2.8 million respectively. I am glad to witness the birth of the 1st spokesperson with you all, and wish they can implement the innovative spirit of NWDS, striving to pursue continuous self-improvement. In the coming year, they will travel to different NWDS’s stores to spread the new image of ‘Enriching Lives．Enhancing Characters’ as well as delivering the trendy and personalized attitude.”

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