A parade with local cultural elements attracts shoppers at a department store in Jinhua, Zhejiang province. [Photo provided to chinadaily.com.cn]

East China's Zhejiang province launched its 2025 World Consumer Rights Day celebrations in Hangzhou on March 14, unveiling new initiatives to enhance consumer confidence and fuel economic growth.

In 2024, Zhejiang's retail sales of consumer goods reached 3.77 trillion yuan ($521 billion), up 4 percent year-on-year, while tourist visits hit a record 890 million, generating 1.2 trillion yuan in revenue.

For 2025, Zhejiang is doubling down on policies to boost spending. The province will expand trade-in programs beyond cars, home appliances, and furniture to include smartphones, tablets, smartwatches, and fitness trackers, encouraging consumers to upgrade to new products.

More than 2,000 promotional events are planned. The province also aims to attract over 100 flagship stores and integrate shopping with entertainment by linking major retail hubs with concerts, sporting events, expos, and tourist attractions. A "ticket stub economy" initiative will offer discounts to visitors who present tickets from partnered events.

To bolster consumer trust, Zhejiang will certify over 200,000 "worry-free shopping" businesses, covering everything from physical stores to e-commerce and livestreaming platforms.

The province will also establish 500 high-quality commercial areas and tourist destinations while expanding hassle-free return policies to 90,000 retailers, reinforcing its reputation as a top-tier consumer-friendly province.