Hainan has become one of the hotspots for Chinese tourists' travel and consumption. With the planned seal-off coming in 2025, the current period is an exciting moment for retail. In this whitepaper, we will delve deep into key trends impacting the retail market in China, explore Chinese consumer buying behavior, and identify consumer personas. We will also examine how the upcoming operation of the free trade port and the closing of the borders will further promote the transformation of the game rules in the Hainan travel retail market. Our goal is to provide more professional insights for duty-free operators and brands competing in the Hainan travel retail market.