On September 1, Hermès officially opened its first direct-operated store in a Chinese mainland airport terminal, located at the commercial core of the domestic departure hall in Shenzhen Airport’s Terminal 3. The debut of Hermès marks a significant milestone in Shenzhen Airport’s strategy to build a world-class international brand portfolio, underscoring its status as a major international aviation hub with robust high-end consumption potential.

The decision to establish Hermès’ first airport store in the Chinese mainland at Shenzhen Airport reflects a clear recognition of the airport’s quality passenger profile and premium travel market. As an international aviation hub, Shenzhen Airport has seen continuous growth in passenger volume in recent years, with increasing proportions of high-end business and leisure travelers. The “Shenzhen Express” air routes, developed jointly with a number of airlines, successfully expanded to 17 routes in the first half of this year, operating over 700 flights daily between Shenzhen and key domestic cities including Beijing, Shanghai, Hangzhou, Chongqing, and Chengdu, significantly boosting the scale of high-end consumers in the terminal’s commercial area.

Meanwhile, aligning with its commercial positioning of “international hub with Shenzhen character,” Shenzhen Airport aims to build a world-class commercial zone centered around aviation connectivity. It has actively attracted leading international brands and prominent local Shenzhen brands, currently aggregating over 100 international luxury and Greater Bay Area premium brands. Additionally, Shenzhen Airport has facilitated the debut of several “first-to-market” concepts such as Enrique Tomás, WOLFGANG PUCK, Crystal Jade La Mian Xiao Long Bao, and Hudson Cafe. Through service innovations like gate-side food delivery and mobile coffee robots, the airport continues to enhance the consumer experience, offering passengers a shopping environment infused with technology and global flair.

With the continuous arrival of renowned international and domestic brands, Shenzhen Airport has established a multi-tiered retail ecosystem anchored by flagship stores of global luxury brands, complemented by distinctive local tech-fashion labels and duty-free premium products. This evolving commercial landscape delivers enhanced services to travelers and supports Shenzhen’s development as an international consumer hub.