The Jinjiang way: Powering consumption

To understand how China plans to unlock domestic demand in the years ahead, look no further than a single city's playbook unfolding in Beijing.

Launched on March 15 and running for one month, the "Super Jinjiang, Happy Shopping in Beijing" consumption promotion campaign brings together 12 of China's prominent consumer brands, including sportswear brands Anta, Xtep, and Kelme, menswear brand Lilanz, and fitness equipment supplier SHUA Fitness.

More than 200 stores across the capital are rolling out synchronized discounts, covering a full spectrum of consumer goods from professional sportswear, high-end business apparel, and fitness equipment to daily casual wear.

These brands are far more than just household names across China — they have also earned their place on the global stage.

At the recently concluded Milan-Cortina 2026 Winter Olympics, the eye-catching blue-and-white custom outerwear worn by gold medalist Gu Ailing of China was made by Anta.

What is even more striking is that every one of these well-known brands hails from Jinjiang, a coastal county-level city in East China's Fujian province.

This small city, easy to overlook on a map, has nurtured a cluster of leading consumer brands, and stands as a vivid example of China's grassroots efforts to boost domestic consumption.

This local initiative aligns with national priorities. The 2026 Government Work Report, for example, identifies expanding domestic demand as its chief task.

Internationally, momentous changes of a magnitude not seen in a century are unfolding across the world at a faster pace.

"We should respond to external uncertainty with the certainty of our own domestic economic and social development," Yao Jingyuan, special researcher at the Counsellors' Office of the State Council, said at a recent forum.

"Strengthening the domestic market and growing household consumption is the most critical structural reform for China's next level of growth," Asif S. Cheema, Asian Development Bank's country director for China, said when asked about the organization's views on China's plan to realize a notable increase in household consumption as a share of GDP over the next five years during a recent interview with China Daily.

At the national level, the Ministry of Commerce has rolled out a dual-drive framework combining policy support and promotional campaigns to boost consumption.