Xiamen drives consumption growth through innovation and policy support

Guided by its goal to become a regional international consumption center city, Xiamen has implemented multiple measures to stimulate consumer spending and boost domestic demand. The city's total retail sales of consumer goods have risen from 245.78 billion yuan ($34.54 billion) in 2020 to 332.98 billion yuan in 2024.

Policy-driven consumer ecosystem

Xiamen is accelerating the development of a multi-tiered and distinctive regional commercial network. Furthermore, Xiamen has established 61 community convenience circles, providing daily essentials and services to nearly one million residents.

The city is also nurturing homegrown consumer brands. Companies like Anta and Luckin Coffee have emerged as prominent representatives of "Xiamen Brands".

Innovative formats fueling consumption

Xiamen is developing its debut economy, with over 300 first stores at or above the provincial level opening in the city. The city hosts more than 100 debut events, showcases, premieres, and exhibitions annually.

Additionally, Xiamen is facilitating the new consumption forms such as live-streaming e-commerce. From 2021 to 2024, it ranked first in Fujian province in live-streaming e-commerce retail sales.

Xiamen has released the China's first provincial-level Michelin Guide. The number of Michelin restaurants in Xiamen accounts for nearly half of the total in Fujian.

The city has established 142 duty-free stores for outbound travelers, with sales reaching 141 million yuan from January to October.

Creating diverse new consumption scenarios

Xiamen leverages high-impact events such as the China International Fair for Investment and Trade and the Golden Rooster Awards to deepen the integration of commerce, culture, tourism, sports, and exhibitions.

The city hosts nearly 1,000 consumption promotion events annually, generating a citywide consumption boom.

It has developed integrated consumption IPs like beer carnival and coffee urban life, while identifying 48 nightlife destinations. The city's nighttime economy development index ranks among the top 10 in China.

Xiamen is also expanding the ticket economy, initially involving nearly 200 merchants from the catering, accommodation, culture, and tourism sectors.

Source：en.swj.xm.gov.cn

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