In China’s Manufacturing Hub, Mayors Behave Like Influencers to Boost Spending

1. In Guangdong, historically known as China’s manufacturing center, leading Communist Party figures have recently adopted unconventional methods—acting as “travel agents”—to stimulate the local economy. This shift was especially evident during the province’s “Two Sessions” legislative meetings, where typical policy discussions gave way to passionate promotions of tourism and local festivities in hopes of fostering robust consumer activity during the Lunar New Year, a critical period for economic momentum known as the “opening red”[para. 1][para. 2].

2. Notably, Guangzhou mayor Sun Zhiyang publicly invited tourists to visit, referencing both upcoming sporting events and pop culture trends to make the city more appealing. His remarks highlighted how even popular local songs with emotional resonance among younger workers were being used to attract interest—a clear sign of the mounting pressure on Guangdong’s leaders to spark spending by tapping directly into consumer sentiments. Similar pitches were made by officials from Shenzhen, Shantou, Shanwei, and Zhaoqing, each offering unique incentives such as shopping, technology experiences, fireworks, festivals, and urban “citywalks”[para. 3][para. 4][para. 5].

3. This coordinated marketing push represents a significant departure from previous years, when local officials mainly talked about Guangdong’s industrial strengths and policy pathways. The urgent focus on direct consumer engagement signals a growing concern over the region’s sluggish economic data. In 2025, Guangdong’s total retail sales of consumer goods grew only 2.8%, well below the intended 5% target, underscoring the depth of the current economic challenges[para. 6].

4. Provincial reports attributed the retail shortfall to falling income expectations and declining asset values, likely linked to China’s prolonged property market slump. These trends have fostered a “saving more, spending less” mentality among locals, with reduced purchasing of high-value items, such as cars and petroleum products, further weighing on overall sales figures[para. 7].

5. Compared to the national market, Guangdong is underperforming. Nationwide, retail sales surpassed 50 trillion yuan ($6.94 trillion) for the first time in 2025, with a growth rate of 3.7%. Importantly, consumption contributed 52% to China’s economic growth, an increase of five percentage points from the previous year, highlighting the pressing need for Guangdong to catch up[para. 8].

6. To counteract these trends, Guangdong’s government aims to capitalize on high-spending holiday seasons such as the Spring Festival, summer break, and National Day in 2026. Measures include the release of thematic guides for sightseeing, dining, shopping, and fitness activities to promote targeted spending opportunities[para. 9].

7. There is ongoing evidence of structural change in consumer behavior within China. Service-related consumption, especially in catering, tourism, and entertainment, has begun to outpace goods-based spending: in 2025, service retail sales nationally rose 5.5% with per capita service expenditure accounting for 46.1% of consumer outlays. Reports and data from late 2025, especially from Oriental Securities, emphasize how experience-based spending has gained momentum, a trend expected to intensify during the extended nine-day Lunar New Year holiday[para. 10][para. 11][para. 12].

8. Early data is encouraging: Alibaba’s Fliggy travel service saw bookings for holiday travel up over 30% year-over-year by January 19, and Umetrip recorded more than 4.13 million domestic airline ticket bookings by January 16, with daily averages rising about 21%[para. 13].

9. To further amplify these efforts, local officials continue to market their regions through emerging commercial channels, such as livestreaming with e-commerce influencers or television appearances highlighting local specialties. Mayors from cities like Jiangmen, Maoming, and Yangjiang are leveraging press conferences to promote unique local products and emerging industries in hopes of driving niche demand[para. 14][para. 15].

10. Looking forward to 2026, Guangdong’s official target is to achieve approximately 5% growth in total retail sales of consumer goods. The sustained enthusiasm and salesmanship of regional leaders now supplement traditional policy levers, indicating a more multifaceted approach to overcoming the province’s economic headwinds[para. 16].