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 Company is going to organize an extensive Chinese New Year (“CNY”) decoration with unified theme cum photo competition in 5 stores of 5 major cities in China, striving to be the ideal place for shopping and leisure of the public during CNY and fascinating the public’s eager anticipation towards the decoration.

Mr. Adrian Cheng, Executive Director of NWDS, is expecting the launch of the imposing CNY decoration, ‘In line with the rebranding program, the Company endeavors to reform in terms of sales & marketing aspects. The festival decoration of the traditional department stores in China not only lack of unified theme but also small in scale, difficult to draw the attention of customers. In this regards, NWDS introduces the decoration with unified theme to stores, with the entire decoration components sized 5 meters high and over 10 meters wide, expecting to draw customer flows as well as taking the lead in the trend of department store’s thematic decoration. As a result, leading to a customed anticipation of the public towards the festival decorations of NWDS in future. With the spirit of rebranding, the Company will continue to bring customers with elements of trendy and taste, that is consistent with the new image of “Enriching Lives   Enhancing Characters” of NWDS, laying a solid foundation for successful implementation of the rebranding program.’

The themed CNY decoration will be displayed at Beijing New World Department Store (“Beijing Store”), Shanghai-Hong Kong New World Department Store-Pujian Branch Store (“Shanghai Pujian Branch Store”), Shenyang New World Department Store-Zhonghua Road Branch Store (“Shenyang Zhonghua Road Branch Store”), Wuhan New World Department Store-Qiaokou Branch Store (“Wuhan Qiaokou Branch Store”) and Harbin New World Department Store (“Harbin Store”) from 29 January 2010 to 28 February 2010*.     NWDS injects resources into the decoration project of the 5 stores, striving to provide the most excellent shopping environment to customers as well as spreading joyous festive mood.

The design of the CNY decoration is responsible by the creative director of a famous design house in Hong Kong. The design concept of “Dancing Butterfly in Spring, Happiness filled with NWDS” is derived from the coincidence that the first day of CNY is also the Valentine ’s Day, elements of the two festivals are adapted. Pairs of butterfly symbolize pairs of lovers, implying sweetness of couples. Peach blossom is a traditional blessed mascot of CNY, also representing relationship with people. Customers who tour around the peach blossom may improve their relationships with people as well as love fortune. Three reddish arched doors represent lucky and propitious as well as welcoming customers to stores of NWDS. In addition, the design also embraces the new icon of the rebranding program of NWDS, reflecting the integration of NWDS into life of the public and understanding their daily needs, capable to provide tailor-made one-stop services for customers.   The new icon, a symbol of trendy, is blended with the butterfly, implying an embodiment of a customer with unique character to pursue tasty lifestyle.

To cope with the CNY thematic decoration, NWDS will organize a photo competition for customers to capture the perfect moment as well as gaining a chance to win fabulous prizes.   The topic of the photo competition is the design theme of the CNY decoration, “Dancing Butterfly in Spring, Happiness filled with NWDS”. Entry of the competition has to express the happiness of the families, friends or lovers in NWDS. Application of the competition begins from 29 January 2010 to 22 February 2010 with anyone at all ages, including children, can apply. Besides gold, silver, bronze and honour awards, there are special awards for the competition, including the most intimate lovers, the most affectionate family and the most harmonious friends. All awardees will be granted purchase coupon of NWDS which worth approximately RMB 20,000 in total. To encourage the participation of NWDS VIP member or Platinum VIP member, if the awardee is VIP member or Platinum VIP member, extra bonus will be given. Winning entries of the photo competition will be chosen by professional judge panel and via public voting. Customers who cast their votes will enter into lucky draw activity automatically, all winners of the lucky draw will be awarded purchase coupon of NWDS which worth approximately RMB 20,000 in total.

*The exhibition date of thematic CNY decoration of each store is as follows:

Store                                                                   Date
Beijing Store                                         29 January 2010 – 28 February 2010
Shanghai Pujian Branch Store                29 January 2010 – 28 February 2010
Harbin Store                                          31 January 2010 – 28 February 2010
Shenyang Zhonghua Road Branch Store  4 February 2010 – 28 February 2010
Wuhan Qiaokou Branch Store                 5 February 2010 – 28 February 2010

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