During the "Double 12" shopping festival, there were a number of activities taking place in Xiamen, such as big promotional events in major business areas, with vendors selling gadgets at fairs and fashion shows showcasing the latest clothing trends.

Vendors sell gadgets at a fair during the "Double 12" event. [Photo/Xiamen Daily]

From Dec 9 to 10, there were four fashion shows co-hosted by 13 domestic brands that presented more than 200 sets of new women's clothing lines on Zhongshan Road. In the Mixc, a well-known shopping mall, there were also a lot of activities taking place during the event, including the pop-up activities held by Dior, a top-shelf international fashion brand, on Dec 12. 

Zhonghuacheng, which is located on Zhongshan Road, is a busy commercial zone in Xiamen. [Photo/Xiamen Daily]

The fashion business in Xiamen has been embracing sporty features. From Dec 17 to 18, a bicycle event is scheduled to be held where guests can enjoy coffee, make new acquaintances, and ride a long bicycle together.

With more brands opening up shops in more business districts, including Tim Hortons, a coffee shop brand, and ANTA, a Chinese tracksuit brand, as well as the consistently improved business environment produced by favorable policies, Xiamen is benefiting from an expanding consumer market.