(29 June 2012 – 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 Channel 1 shopping mall acquired in November 2011 ("Channel 1") , was renamed as “Shanghai-Hong Kong New World Department Store-Shaanxi Road Store” (“Shanghai Shaanxi Road Store") on 28 June 2012. Combing NWDS’s innovative operational model and the prime location of Shanghai Shaanxi Road Store at the most trendy zone in Shanghai Putuo District, the store is expected to become a popular new fashion shopping and leisure hot spot. 

Situated in Changshou Road business district, Shanghai Shaanxi Road Store faces Buyecheng business circle at the east, connects Caojiadu business circle at the west, and is near to West Nanjing Road business circle at the south. The store is next to Shanghai Station, the largest railway transportation hub in Shanghai with dozens of bus lines and Metro line connecting different urban areas. The convenient transportation network, together with the surroundings of various high-end commercial buildings and luxury residential areas, not only provide sufficient high quality customer base for Shanghai Shaanxi Road Store, but help the store to be one of the fashion spots for different business districts.

The renamed Shanghai Shaanxi Road Store will continue its style of "Trendy" with emphasis on fashion and character, at the same time integrate with the positioning of one-stop shopping "Living Gallery". The store strives to strengthen its product offerings and services, so as to cater the needs of people from all walks of life in terms of Clothing, Dining, Living, Travelling and Entertainment in about 42,000 square meters shopping space. Regarding target customers, in addition to family groups, the store focuses more on young fashionable white-collar who pursuit for trendy, sophisticated products. Walking into Shanghai Shaanxi Road Store, customers not only can find a wide range of international brands for fashion, casual wear, sports apparel and cosmetics, but taste the delicacies from different countries. At the same time, they can have a relaxing time at Parent-Child World, Beauty & Hair Salon and Spa Center in the store. Besides, the store especially offers bonus point rewards, parking privileges, shopping guidance and other exclusive services for its VIPs. Customers who join the VIP Club can also participate in a wide range of club activities like Mix&Match lectures, footwear maintenance sharing, children's pre-school learning trial course, etc.  

Mr. Philip Cheung, Managing Director and Executive Director of NWDS said, “We are very pleased to witness the historic moment of our stores in Shanghai expanding to 10. Since we opened the first store in Shanghai in 2001, through years of efforts, the company has successfully become an icon of quality goods and services.  Providing customer with unique shopping experience has always been our goal. In addition to maintaining the advantages of Shanghai Shaanxi Road Store as a trendsetter, we will enhance the promotion of "Pleasurable Life”, striving to develop the store as young people’s first choice for dating, leisure and shopping. 

To commemorate the change of store name, a series of promotional activities will be launching by Shanghai Shaanxi Road Store, such as 50% - 70% off exclusive offers for all summer clothing and excusive summer discounts on food and beverages in all our branch stores in Shanghai from 6 July to15July. Furthermore, a “Mini-blog Reward Scheme" will be carried out on 1 July to 15 July in order to reward those online customers who visit any of our branch stores in Shanghai. In the future, Shanghai Shaanxi Road Store will continue to enhance store traffic and achieve a diverse development of marketing activity through regional campaigns with other branches in Shanghai during special occasions, as well as organizing various types of large-scale road shows from time to time.

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