China unveils plan to boost county-level consumption

Nine Chinese government departments, including the Ministry of Commerce, have unveiled a joint plan to stimulate consumption in lower-tier markets, such as counties, districts, and rural areas. The initiative aims to leverage these markets—which represent approximately 70% of China's population—to drive domestic demand and offset weaker external growth channels.

Key measures include upgrading retail infrastructure by renovating traditional shopping centers, township commercial hubs, and farmers' markets. The plan encourages both domestic and international brands to expand into these regions, including opening regional flagship stores. To reduce operational costs, the policy suggests provisions like “one license for multiple locations” to facilitate chain expansion.

Additionally, the strategy focuses on creating diverse consumption scenarios, such as integrating commerce with culture, tourism, and sports (e.g., “agriculture+” or “wellness+” models). The plan also addresses social needs by repurposing idle assets for elderly care and childcare services, improving urban-rural distribution networks, and supporting entrepreneurship to boost local employment.