(23 December 2011 – 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, set up Mianyang New World Department Store (“Mianyang Store) in Mianyang City which has been opened on 22 December 2011, bringing the Company’s total number of department store/shopping mall to increase to 39.   

Located in the northwestern of Sichuan Province, Mianyang is 90 kilometres away from Chengdu with 5.4 million of population in total. Mianyang enjoys convenient transportation with well-developed airport, railways and highways. Possessing excellent geographic location, the five-storey Mianyang Store with a GFA of about 35,000 sq.m is located in the Eastern Linyuan, where is not only the centre of Mianyang, but also the new business hub developed by Mianyang government with high traffic flow and efficient transportation facilities. The new store positioned as “One-stop Shopping” Living Gallery, catering the needs of people of all ages and both genders in terms of “Clothing”, “Dining”, “Living”, “Travelling” and “Entertainment”. Regarding target customers, the store focuses on 25 to 45 years old customers with middle to middle-high income, such as corporate managers, professionals, government officials and freelancers, etc. In addition to concentrating on the expansion of youth market, the new store will respond to the needs of different family members to promte sustainable, diversified cultural activities, building a one-stop department store for fashion, shopping and leisure in Mianyang City.

In line with its position of “One-stop Shopping”, the new store set up five distinct zones on different floors, namely "Cosmetics", "Lady’s Fashion", "Men’s Fashion", "Children’s Products" and  "Delicacies Centre". With throughout planning of its category killers, Mianyang Store is determined to develop into the largest and most complete trendy footwear spot, the top ranked luxurious quality jewelry centre, the most famous food court in department stores, becoming the new hot spot for the customers who love to enjoy life and fashion. The new store offers a wide range of local and international branded products, of which 85% are market leading brands and 30% are exclusive brands. Besides, it strive to be the first to display new products, provide most complete categories and sizes, and offer the lowest price during discount period. On the other hand, there are Chinese and Western restaurants, Hong Kong-style food and beverage, leisure tea-tasting areas, health and nourishing food, imported food, Hong Kong-style desserts, ice cream shop, bread and pastry shop inside the store, so that customers can take a rest recharging themselves any time during shopping.

The new store demonstrates a perfect combination of user-friendly spatial design and enriched product types while the major brands at different floor are planned properly. The interior design adopted the theme of “Environmental Paradise”, with the reddish-orange theme colour and different elements of the nature, such as butterfly, flower, forest, rainbow, grassland and river mixed into every corner of the store, delivering a lively and relaxing shopping atmosphere, as well as bringing out environmental awareness. Shopping in the Store, customers are like walking in a green garden to pursuit “Enriching Lives．Enhancing Character”. 

In order to let customers to enjoy the pleasure of shopping without worries, the new store has dedicated customer rest space on each floor, and provides the exclusive VIP services, bilingual services, free parking concessions and other services. Furthermore, the store will hold different kind of VIP activities on a regular basis, such as exclusive VIP outlet, VIP sale, Crystal High Heels Club, themed delicacies event, beauty trip, etc. During the opening promotion on 22 December to 25 December, the store gives out iPAD, SLR cameras, TVs and other valuable gifts to the consumer who made specific consumption amount every day. In addition, it also launches fabulous rewarding activities, such as buy $100 get $100 on trendy winter products and footwear, $20 off on purchase of $100 on cosmetics, special discounts on gold and jewellery, 30% off on fashion sport brands, etc. 

Mr. Philip Cheung, Managing Director and Executive Director of NWDS said, “The Company has always been implementing two expansion strategies of ‘multiple presences within a single city’ and ‘radiation city’. As early as 2006, the Company has stepped into Chengdu and Chongqing to establish retail footholds. In order to capture the opportunities driven by the fast growing Chinese economy and accelerated urbanization progress in the Central-Western district, the Company is dedicated to expand to more cities nearby. With Mianyang’s well-developed transportation network, it will only take 30 minutes travel time from Chengdu to Mianyang along with the completion of the high-speed railway connecting Chengdu, Mianyang and Leshan in the second half of next year. When rich market information gathered from different areas combines with the synergy in the districts, more operation advantages will be formed. As a result, we are very confident of the future development of Mianyang Store.”

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