Value Retail in China Eastern alliance

Value Retail – the creator and operator of the Village Collection, 10 luxury outlet shopping Villages across Europe and China – is to launch a partnership with China Eastern Airlines.

The announcement was made at the ILTM Asia luxury travel trade show in Shanghai this week.

The partnership means China Eastern’s frequent flyer program members can take advantage of special privileges including three miles for every £/€ or 10RMB spent across the Collection. In addition, throughout 2015, bonus miles promotions, VIP offerings, shopping packages and special savings will be offered to members of China Eastern’s frequent flyer program.

The alliance with China Eastern Airlines is the latest travel and tourism partnerships formed to promote the Collection of Villages to Chinese guests. Earlier this year, Value Retail announced a new partnership with Ctrip – China’s leading online travel agency, which provides travel services through online and traditional channels – making the Collection of Villages’ luxury experience accessible to an even wider Chinese audience. Value Retail is also a partner of Air China. A current initiative means guests can claim three miles for every £/€ or 10RMB spent in the Villages.

The authentically European experience on offer at the Villages, which combines luxury shopping with art, culture, gastronomy and special events, is highly popular with Chinese guests. In 2014 China was the top-contributing strategic market for tax-refunded (non-EU) sales, accounting for 44 per cent of total tax-refunded sales – an increase of 29 per cent year on year. To welcome Chinese guests, special services have been introduced across the Collection including Mandarin-speaking hosts and the acceptance of payment by UnionPay International in many boutiques.


This unique outlet shopping experience is now available in China, as Suzhou Village – the first Village in China by Value Retail – celebrated its first anniversary this month.

The second Village in China, Shanghai Village, (pictured above), will open in spring 2016, adjacent to the Shanghai Disney Resort.

Chinese guests to Expo Milano 2015 can get a taste of the unique experiences on offer at the Chinese Villages by visiting Fidenza Village near Milan. Especially for the Expo period, Fidenza Village has transformed into ‘The Embassy of Made in Italy’; a showcase of Italian art, fashion, gastronomy and design, developed in collaboration with a host of prestigious partners and ambassadors.

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