According to a report by China Daily on March 31…
Jinjiang, a coastal city in Fujian province, is demonstrating how China’s industrial hubs are adapting to meet rising domestic consumption, using its robust manufacturing ecosystem to cultivate new growth drivers.
The city, known as a major center for sportswear and consumer-brand production, recently launched the month-long “Super Jinjiang, Happy Shopping in Beijing” campaign, which began on March 15. The initiative brought together 12 prominent Chinese brands, including sportswear giants Anta, Xtep and Kelme, menswear brand Lilanz, and fitness equipment supplier SHUA Fitness.
More than 200 stores across Beijing offered synchronized discounts, covering a wide spectrum of products from professional sports apparel and high-end business clothing to casual wear and fitness equipment.
“The campaign is Jinjiang’s effort to transform its manufacturing strengths into new consumption momentum,” said Lin Qi, director of the Jinjiang Commerce Bureau. “For brands from Jinjiang, this marks a decisive shift from selling products to building internationally recognized brands.”
The initiative is aligned with broader national policies aimed at expanding China’s domestic market. This year’s Government Work Report emphasized the importance of a robust domestic consumption ecosystem, including special initiatives for consumer goods trade-in programs, supported by 250 billion yuan ($36.36 billion) in ultra-long special treasury bonds.
Beyond short-term stimulus, Jinjiang’s strategy focuses on industrial upgrading, stabilizing employment, raising incomes, and strengthening social support systems to sustain consumer confidence in the long term.
The city’s industrial heritage and private-sector vitality—often referred to as the “Jinjiang Experience”—have been key to its success. Once a poor county with limited resources, Jinjiang has transformed into a leading county-level economy through effective government-enterprise collaboration, innovation, and a focus on the real economy.
“In 2025, Jinjiang’s GDP reached 386.18 billion yuan, ranking among the top three counties nationwide,” said Wang Mingyuan, secretary of the CPC Jinjiang Municipal Committee.
Industry experts say Jinjiang’s approach exemplifies China’s strategy of linking manufacturing upgrades to domestic consumption growth. Bai Wenxi, vice-chairman of the China Enterprise Capital Union, noted, “Supply upgrading is fundamental to expanding domestic demand. Sustained investment in research and development, along with continuous improvements in product quality, is essential to generate real and lasting consumer demand.”
For international observers, Jinjiang offers a window into China’s evolving economic model: a place where industrial heritage, private entrepreneurship, and strategic government policy converge to drive domestic consumption, brand development, and sustainable local growth.