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An aerial view of Shaoxing in East China's Zhejiang province. [Photo/Tide News] 

Shaoxing's retail sales of consumer goods reached 270.56 billion yuan ($36.9 billion) from January to November 2024, up 6.6 percent year-on-year, ranking second among cities in Zhejiang province.

The city's focus on stimulating consumption has paid off, fueled by a burgeoning nightlife economy.

In 2024, Shaoxing introduced three specialty streets for bars, tea shops, and local snacks, supported by enhanced transportation, upgraded lighting, and a return of historic brands like Tong Xin Lou and Wang Jiang Lou along Jiefang Road. The area also welcomed 35 flagship stores of popular brands.

To highlight its culinary heritage, Shaoxing promoted "Shaoxing Cuisine" through a food map and broad marketing campaigns.

Shaoxing plans to build modern and experiential consumer spaces and use cultural tourism to drive growth. "Promoting consumption will be key to sustaining economic recovery," said an official with the municipal commerce bureau.