Beijing’s consumer market showed notable growth during the recent National Day holiday, with increased foot traffic and sales reported across major business districts and enterprises. According to the Beijing Municipal Commerce Bureau, 70 key commercial areas recorded a total of 60.35 million visits, marking a 5.2 percent rise compared to the same period last year. These visits contributed to consumption revenue of approximately 15.68 billion yuan (around $2.34 billion). In addition, 127 monitored key enterprises reported combined sales of 7.95 billion yuan, reflecting a stable market environment.
Tang Wenhong, vice-mayor of Beijing, highlighted the city’s considerable consumption potential, citing its permanent population of over 21 million and a peak transient population exceeding 30 million. Tang noted that nearly 70 percent of residents belong to the middle-income group, while Beijing leads the nation in the number of high-net-worth households. Services-related expenditure accounts for roughly 60 percent of total consumption. He emphasized that future efforts would focus on stimulating consumption through targeted policies that leverage China’s large market, improve product quality and branding, and enhance consumer experience for safety, convenience, and enjoyment.
One significant driver of holiday retail growth was the government’s trade-in subsidy programs. In the first six days of the holiday, sales of subsidized consumer goods reached 111,500 units, generating 434 million yuan in revenue. The automobile trade-in policy also contributed, with 1,268 applications filed and subsidies amounting to 16.86 million yuan, facilitating approximately 284 million yuan in new vehicle sales.
Shopping districts across Beijing attracted increased visitor numbers by enhancing consumer experiences and offering cultural activities. The Universal Studios business district saw foot traffic rise by 120 percent, while areas including Xiangyun Town, Shuangjing, and Xidan Financial Street experienced gains of 14 percent, 10.3 percent, and 5.6 percent respectively. Districts such as Shijingshan, Xicheng, and Tongzhou issued targeted consumption coupons for retail and dining to boost spending further. Retail centers organized varied promotions, including light shows, outdoor art exhibitions, intangible cultural heritage displays, and collaborative events featuring trendy intellectual properties.
The city’s catering sector also showed strong performance, driven by lively local food markets and innovation from traditional brands. Dining sales in the Qianmen Dashilan and Xinshun South Street areas increased by 9.2 percent and 16.8 percent, respectively. Established dining venues specializing in duck dishes, such as Baiyifang and Quanjude, saw customer numbers rise between 10 and 20 percent after introducing new seasonal menus emphasizing traditional culinary techniques. Various districts hosted craft beer festivals and spicy food markets, which were particularly popular among younger consumers and families. Nationwide, the hotpot chain Haidilao reported nearly 2 million individual dining visits on October 1 alone, with Beijing locations playing a crucial role in this surge.
The integration of commerce, culture, tourism, and sports created dynamic consumption scenarios. Major sporting events such as the WTT (World Table Tennis) China Smash at Shougang Park and the China Open tennis tournament helped boost sales in adjacent commercial complexes and outlet malls, fulfilling consumer demand for dining and shopping. Additional entertainment offerings, including music festivals, live performances, and nighttime events, further stimulated foot traffic and sales in key shopping areas.
Outdoor recreational activities also contributed to consumption growth, with suburban hiking routes gaining popularity and driving sales of seasonal fruits and agricultural products. Data indicated a 12.5 percent year-on-year increase in fruit, vegetable, and flower picking activities during the holiday. Overall, offline tourism ticket sales in Beijing rose by 3.6 percent, while spending by out-of-town visitors increased by 8.5 percent, underscoring the holiday’s positive impact on the capital’s consumer and tourism sectors.