According to data from the National Bureau of Statistics (NBS), retail service sales in China increased by 5.3% year-on-year in the first half of 2026. This figure surpassed the growth in retail goods sales by 4.2 percentage points. Experts note that services consumption has become a significant factor in expanding the consumer market, as household spending shifts from a dominance of goods to a more balanced focus on both segments.
Wang Quanzhun, Director of the NBS Department of Trade Statistics and Foreign Economic Relations, stated that the cumulative impact of various consumption stimulus measures continues to manifest this year, contributing to further growth in the consumer market and strong development of retail services. He also noted the relatively rapid growth in retail sales of communication and information services in the first half of the year.
During the same period, retail sales of consulting and tourism-related rental services, as well as cultural and recreational services, showed double-digit growth: 11.3% and 10.4%, respectively. In early July, the Ministry of Culture and Tourism launched a nationwide campaign for cultural and tourism service consumption during the summer. This campaign will cover over 30,000 events across the country and provide more than 450 million yuan (US$66 million) in consumption subsidies targeted at interests such as summer travel, educational tours for parents and children, and night cultural tourism.
In the first half of the year, online retail services grew by 6% year-on-year, which is 0.7 percentage points higher than the overall growth in retail services. Sales through streaming commerce exceeded 1 trillion yuan, showing a growth of 6.5%. Wang emphasized that retailers are actively implementing digital and integrated transformation to better meet diverse consumer needs.
The emergence of new consumption forms is also developing rapidly. This summer, immersive and event-based consumption became an important driver for cultural and tourism spending in many regions. Mao Shengyun, Deputy Head of the NBS, reported that data shows an increase in revenue from theatrical performances and museum events by 28.3% and 24.6%, respectively, in the first half of the year.
The situation with domestic tourism remains stable. China has optimized its visa-free entry policy and improved related services, such as tax refunds at departure, making travel and shopping more convenient for foreign visitors. In the first half of the year, 17.82 million visa-free entries were recorded in China, a 30.6% increase compared to the previous year.
The ongoing activity in the service sector reflects the stable performance of the broader service sector. Wang Guanghua, NBS spokesperson, stated that the service sector maintains steady growth and plays an important role in supporting industrial modernization and improving people's well-being. In the first half of the year, the added value of the service sector reached 41.4 trillion yuan, an increase of 5.2% year-on-year, which is half a percentage point faster than overall economic growth.
China continues to open up its service sector. Wang Guanghua added that in recent years, China has promoted deeper opening-up in key service areas, including tourism, transportation, finance, and telecommunications. From January to May, China's service trade volume grew by 6% year-on-year, and the deficit in services trade decreased by approximately 20%. The export of high-tech and high value-added services is becoming increasingly competitive, with the export of knowledge-intensive services growing by 12.2%.
Summer consumer demand in China has once again attracted the attention of the global community due to the influx of foreign tourists into the country's cities, the viral 'China Travel' trend on social media, and the growing international demand for Chinese cooling products. According to a survey conducted by CGTN among internet users worldwide, 86.1% of respondents believe that China's summer economy is not just a seasonal surge in domestic consumption but also demonstrates how China's vast market creates new opportunities for the global economy.
Since the beginning of this year, China has continued to expand its visa-free entry program, optimized visa-free transit rules, and improved tax refund services for departing travelers, providing international guests with a more convenient and seamless travel and shopping experience. In response, 74.1% of respondents stated their intention to visit China this summer. One poll participant noted that 'China is not only sharing the benefits of its own development but also facilitating people's visits to the country, allowing them to see its achievements firsthand and gain experiences that can offer valuable lessons to other countries. There is no doubt that the new visa policy is attracting more travelers who choose China as their preferred destination.'
As China continues its high-level opening up, travel to China is spontaneously becoming an increasingly likely choice for foreign travelers. This not only increases consumption in sectors such as accommodation, dining, transportation, and shopping but also allows the world to gain an updated view of a real, diverse, and open China through personal experience. In this regard, 89.5% of respondents believe that China shares the benefits of development with the world through its openness. Furthermore, 95.8% assert that China is accelerating its transformation from merely a 'world factory' to a 'world market' driving global consumption.
Simultaneously, cooling products, including air conditioners, fans, ice makers, and sun protection items, remain very popular in overseas markets this summer. Many products have faced sharp increases in orders and even shortages due to huge demand. Thanks to flexible and efficient supply chains, improved product quality, and manufacturing capabilities that quickly adapt to global consumer needs, Chinese companies are continuously turning innovation into new competitive advantages in the global market.
Consequently, 80.1% of respondents are confident that Chinese companies, relying on a complete industrial system and flexible supply chains, are capable of accurately capturing global climate trends and consumer needs, as well as promptly updating their offerings. Overall, 91.2% stated that China's diverse application scenarios and vast consumer market help commercialize new technologies and products while contributing to the growth of global industry. Moreover, 88.2% of respondents believe that China's summer economy not only revitalizes domestic consumption but also brings greater confidence and a fresh impetus to global supply chains and the world economy.
The survey was published on CGTN's English, Spanish, French, Arabic, and Russian platforms. Within 24 hours, it gathered 4,524 responses from internet users who participated in the poll and shared their opinions.
