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%.