Obtains Significant Support of our Customers . Performance is Satisfactory 
 

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 a number of NWDS's stores have been organizing various promotional activities after the inauguration of exclusive brand strategy last month, driving more customers to our stores, as well as creating the fashion trend and providing customers with personalized shopping environment.

"N-only" means "the exclusive brands / products can only be found in 'Fashion Gallery' and 'Living Gallery' of NWDS within the located district".

To enable customers to differentiate the NWDS's exclusive brands easily, the symbol of "N-only" was specially designed and stuck on NWDS's exclusive brands/products, so that customers can easily connect the symbol of "N-only" with NWDS, standing out in the keen competitive China department store industry.

The first stage of "N-only" program has been carrying out more than a month, 5 stores are currently implementing this program, including Harbin New World Department Store ("Harbin Store"), Beijing New World Liying Department Store ("Beijing Liying Store"), Wuhan New World Department Store - Qiaokou Store ("Wuhan Qiaokou Store"), Wuxi New World Department Store ("Wuxi Store") and Kunming New World Department Store ("Kunming Store"). The stores held numerous promotional activities in order to build a thorough image of "N-only", cultivating customers to recognise the symbol of "N-only" with NWDS's exclusive brands/products, so that it will become a unique signature of NWDS.

A series of activities were organized to promote our exclusive brands in different stores last month. Wuhan Qiaokou Store organized an "Exclusive Brands Fitting Day" event, customers who came to the designated exclusive brand counters for a fitting were entitled to a souvenir. "Selected Exclusive Brands Campaign" was also launched so as to further strengthen the "N-only"program, customer could enter a lucky draw to win the attractive gift with any RMB 800 of purchase. "Mini Opening Cocktail" providing coffee, red wine and chocolate together with special discounts and gifts to the "N-only" customers was held in Kunming store in order to promote the exclusive brands. Wuxi Store also launched a variety of offers by distributing the"N-only" coupons in "Pretty Mothers' Week" . Moreover, customers can obtain the latest information of exclusive brands by viewing our "N-only" electronic catalogues (http://www.nwds.com.hk/html/eng/nOnly/nOnly.aspx), inspiring them to create their personalized image. In addition, the stores provided customers with the latest information of exclusive brands by publishing "N-only" catalogues, posting instore advertisements, as well as promoting via newspapers, posters, email and SMS.

Mr. Adrian Cheng, Executive Director of NWDS, the Chief of this "N-only" program said, "China is a huge market with enormous business opportunities whilst merchandise mix is an essential factor for standing out in the keen competitive department store industry. We hope that customers can become the pioneers of trend by purchasing the extraordinary brands/products in NWDS. The effectiveness of 'N-only' program is satisfactory after the inauguration last month. Year-on-year sales growth of some selected exclusive brands under intensive promotion increased over 50% during the promotion period, manifesting an encouraging result. Exclusive brand strategy is a part of the rebranding program, aiming to demonstrate the trendsetting style of Mix & Match. Customers can originate their fashion personality, encouraging a new way of living with personalized elements and attitude. Exclusive brand strategy also attracts customers to come shopping on a regular basis as a number of brands / products can only be found in NWDS within the located district, not only increasing the traffic flow, but also strengthening the loyalty of customers. In future, we will continue to launch different kinds of promotional strategies and activities in line with the rebranding program, so as to consolidate the unique positioning of NWDS in the market."

"N-only" program will be implemented in different stores in phases with details below:

About New World Department Store China Limited 
As New World Development Company Limited's (Hong Kong stock code: 17) retail arm in the PRC, New World Department Store China Limited is one of the largest owners and operators of department stores in the PRC. Established in 1993, NWDS currently operates a large national network of 26 "New World" branded department stores and 9 "Ba Li Chun Tian" (巴黎春天) branded department stores in Shanghai. Among them 25 stores are self-owned while 10 are managed stores. The department store retail chain covers 17 major cities in the PRC, including Beijing, Shanghai, Shenyang and Wuhan etc. The Company was successfully listed on the Main Board of The Stock Exchange of Hong Kong on 12 July 2007.

Adrian Chen - Building a New Brand and Retail Roadmap 
As the third generation of the billionaire Dr Cheng Yu-Tung and the new generation of leader for the family business, the renowned Chow Tai Fook Enterprises Limited and New World Group in Hong Kong, Adrian Cheng is leading the Group's brand and retail business into a new page with his new vision and thoughts.

As the Executive Director of New World Department Store China Limited, Adrian Cheng manages 35 department stores across China including 9 "Ba Li Chun Tian" (巴黎春天) branded department stores in Shanghai, with an aggregate floor area of 1,170,000 sq m. Two to three stores are planned to open every year. In 2009, Mr Cheng took charge in the rebranding of New World Department Stores, making a breakthrough to abandon the conventional class-basis positioning and introduce the concept of "Fashion Style" & "Living Style" as the new positioning of department store, bringing customers an entirely new shopping experience.

Also, as the Founder & Chairman of K11, Mr Cheng establishes and manages the world's first Art Mall, K11, located in Hong Kong, with the vision of Art • People • Nature. He aims to open outlets with the same concept in Beijing, Wuhan and Shenyang with a gross floor area of about 700,000 sq m. More, innovative eco-friendly homes and offices with the same vision will be opened in the next two years.

In addition, as the Board of Director of Chow Tai Fook Enterprises Limited, Adrian Cheng takes part in managing 1,000 Chow Tai Fook Jewellery stores across Asia, with an aim to further expand and increase the number of chain stores to over 2,000 by 2020. Mr Cheng also creates a new fine jewellery line for the brand. In 2008, under the leadership of Mr Cheng, Chow Tai Fook acquired the most popular domestic China brand, Sea-Gull Watch, which has been introduced to Hong Kong. It is planned to increase the number of Sea-Gull Watch Stores in the Greater China to 30. Chow Tai Fook also distributes the world's most prestigious Italian sports car brand, FERRARI, in China.

Moreover, as Managing Director of New World Strategic Investment Company Limited, Adrian Cheng leads the company to invest in the retail sector actively, including Renhe Commercial Holdings Limited, the largest operator and developer of underground shopping centres for apparel and accessories in China, and has become Renhe's second largest shareholder.

Furthermore, Adrian Cheng established and sits as Chairman of LUXBA Group, which distributes the world's most prestigious Italian fashion brand, MOSCHINO. It also plans to acquire other renowned brands around the world.

Adrian Cheng is also Executive Director of New World Development Company Limited and Executive Director of New World China Land Limited. He graduated from Harvard University with a Bachelor of Arts (Cum Laude) honour in 2003. Prior to joining New World Group in 2005, Adrian held the position of Associate Director at UBS and Goldman Sachs and has substantial experience in corporate finance and asset management.

For further inquiries, please contact:

New World Department Store China Limited 
Ms. Rebecca Woo 
Director - Corporate Affairs 
Tel: (852) 2753 3903 
Fax: (852) 2318 0884 
Email: nwdscad@nwds.com.hk 
Website: http://www.nwds.com.hk

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