The 2022 National Online New Year Shopping Festival opens in Fuzhou on Jan 9. [Photo provided to chinadaily.com.cn]

As the Spring Festival approaches, Chinese people have started seeking their year-end purchases in both brick-and-mortar stores and online platforms.

To meet people's online consumption needs, the 2022 National Online New Year Shopping Festival kicked off in Fuzhou, Fujian province on Jan 9 and will last until Feb 7 (the seventh day of the first lunar month).

A series of promotional activities will be launched nationwide during the festival with nine host venues being established in provinces including Fujian, Jiangsu, Liaoning and Zhejiang.

An anchor sells Fujian specialties online. [Photo provided to chinadaily.com.cn]

One of the activities is an e-commerce anchor competition, which serves to promote quality consumption and the healthy development of the live e-commerce industry.

The competition will last from January until the end of April, which is when the top ten anchors will be awarded and 12 lists of the best-selling goods from different categories will be released.

As a host province, Fujian takes this festival as a chance to accelerate industrial upgrading and promote rural revitalization as well as bolster innovation and entrepreneurship.

Fujian also aims to boost consumption of its local specialties such as tea, wine and cuisines through docking platform resources and giving out consumption subsidies.