Shopping campaign to unleash market potential

The changes are resonating with multinational companies. Foreign business leaders said the "Shopping in China" initiative is not only a key step to boost inbound consumption, but also a channel for their businesses to take China-specific products and experiences to wider global markets.

The preferences and sophistication of Chinese consumers have become a key source of ideas and innovations for many global brands, they noted.

Liliana Lucioni, president for China at Coach, a United States-based luxury brand, said that China's latest policy measures to drive consumption underscore the long-term potential and strengths of the Chinese market and provide a stable and predictable development environment for global companies.

"We will add 100 new stores in China between 2026 and 2028, extending our presence to more than 100 cities and serving local consumers and foreign visitors in ways that better reflect their needs," she said.

"For us, China is not only an important market, but also a source of inspiration for our continued innovation," she added.

While welcoming China's efforts to spur domestic consumption, Lee Chee Kong, president for China at Danish beer brewer Carlsberg, said that initiatives like the 2026 "Shopping in China" and New Year Consumption Season will continue to strengthen consumer confidence and foster a stable foundation for sustainable economic growth.

"In China, a clear and sustained trend toward 'premiumization' is underway," Lee said, adding that consumers are increasingly seeking higher quality, greater variety and more meaningful experiences — a shift that aligns perfectly with both the evolution of the beer category and Carlsberg's long-term strategy within the country.

Seeking to broaden its footprint, the company launched over 30 new products in China last year, spanning large-format 1-liter beer cans, tea-infused brews and beyond-beer offerings.

Data from the National Bureau of Statistics shows that consumer spending has become the main driving force behind China's economic expansion. In the first three quarters of 2025, final consumption expenditure contributed 53.5 percent to the country's economic growth, up 9 percentage points from a year earlier.

China Daily launches platform to promote drive

China Daily officially launched an international communication platform on Saturday in Shanghai to further promote the "Shopping in China" initiative.

Facilitated by the Ministry of Commerce, the platform adopts an integrated communication matrix of "one newspaper, one website, three social media accounts", to further boost the initiative among overseas readers.

The English-language website will highlight must-buy Chinese products, distinctive neighborhoods, time-honored brands, culinary specialties and cultural landmarks.

Social media accounts on Facebook, X and TikTok are designed to share compelling stories about China's consumer market with international audiences through visually engaging content.

The platform will strengthen policy interpretation, particularly on topics of keen interest to overseas audiences, such as visa-free transit and tax refunds for departing travelers.

China Daily will organize a range of activities, including dialogues between Chinese and foreign CEOs, on-site "Shopping in China" tours, and various local resource promotion events.

Contact the writers at zhongnan@chinadaily.com.cn