According to a report by China Daily on March 9th…
China is stepping up efforts to position itself as a major global consumption destination through the “Shopping in China” initiative, a nationwide campaign aimed at improving the shopping environment for international visitors while expanding opportunities for domestic and foreign brands.
Launched in April 2025, the initiative focuses on building a more internationally friendly retail ecosystem by streamlining visa procedures, improving tax-refund policies for overseas shoppers and upgrading payment services for inbound travelers.
Analysts say the campaign reflects China’s broader strategy to unlock the potential of its vast consumer market while reinforcing the country’s commitment to opening up.
According to Guan Lixin, a researcher at the Chinese Academy of International Trade and Economic Cooperation, supportive policies are helping lower market-entry barriers for foreign brands while enabling them to reach China’s increasingly sophisticated consumer base.
At the same time, the initiative is also creating opportunities for Chinese companies to enhance global brand recognition by promoting smart products, green consumer goods and homegrown brands.
Foreign Brands Expand Presence
Global companies are already responding to the initiative with expanded investment.
New York-based luxury group Tapestry Inc described China as one of its most important growth markets. The company plans to open more than 100 new stores in China over the next three years, expanding its presence from over 400 stores in 90 cities to more than 100 cities nationwide.
Meanwhile, health and beauty retailer Watsons has been introducing new retail concepts to attract consumers. The company recently launched a retro-themed “Watson’s the Chemist” pop-up store in Guangzhou, designed to recreate a traditional Western pharmacy environment while showcasing more than 40 exclusive products.
Strong Consumption Momentum
China’s consumer market continues to demonstrate resilience.
According to the National Bureau of Statistics, retail sales of consumer goods reached 50.12 trillion yuan ($7.26 trillion) in 2025, up 3.7 percent year-on-year.
Inbound tourism is also recovering rapidly. In 2025, the number of foreign nationals entering and exiting China reached 82.04 million, an increase of 26.4 percent from the previous year.
Meanwhile, China has been expanding its tax-refund network for overseas shoppers. By the end of 2025, nearly 13,000 tax-refund stores were operating nationwide, while sales of tax-refund goods surged 95.9 percent year-on-year, according to the Ministry of Commerce.
Consumption Upgrading Ahead
Researchers say several structural factors are likely to support continued consumption growth.
These include consumption upgrading, pro-consumption policy support, the continued rollout of the “Shopping in China” initiative and duty-free policies linked to the development of the Hainan Free Trade Port.
As China seeks to position itself as a global consumption hub, the campaign is expected to attract more international brands, encourage tourism spending and further integrate China’s consumer market with the global economy.