Zhejiang to promote brand debuts

Zhejiang will launch a campaign in Hangzhou's Xihu district from May 15 to 17 to promote new brand debuts and first-store openings, as part of efforts to boost consumer spending.

The "2026 Zhejiang Debut Season" is organized by the Department of Commerce of Zhejiang Province and other departments. It will combine new product launches, first-store promotions, and immersive consumer experiences.

At the opening ceremony, Zhejiang will release its first list of first-store clusters, including areas for first-store concentration, incubation, and upgrading. Several themed consumption routes linked to brand debuts will also be introduced.

Zhejiang issued several policy documents in 2025, setting a target of attracting more than 2,000 new first stores of various brands by 2027.

In 2025, the province attracted more than 1,800 first stores, including over 150 at the provincial level or above.

In the first quarter of 2026, the province recorded nearly 300 first stores.