China lays out pitch to lure world's consumers

With China optimizing its instant tax refund policy, coupled with the continued expansion of its visa-free access policies, shopping is evolving from being a casual travel activity into a primary motivation for overseas tourists visiting the country, experts and executives said.

This shift is being propelled by a series of deliberate policy upgrades designed to enhance the visitor experience, with streamlined tax refunds emerging as a central catalyst, said Jiang Zhao, an associate researcher at the Chinese Academy of International Trade and Economic Cooperation.

Currently, foreign visitors can initiate tax refund claims directly at the point of sale in major retail outlets, a logistical simplification that has reduced friction for consumers, Jiang said.

The minimum purchase threshold for departure tax refunds has been lowered, allowing overseas travelers to apply for a refund if they spend at least 200 yuan ($27.75) at the same store on the same day, the Ministry of Commerce announced in April.

The purchases are as varied as the tourists themselves, yet a clear pattern has emerged. High-tech gadgets, particularly drones and advanced smartphones, top the list.

"Our store has become a destination in itself, with visitors pinpointing us on tax refund guides and maps to make us a priority stop," said Luo Yao, store manager of drone maker DJI at Beijing APM, a shopping mall on Wangfujing Street.

Luo said there is a consistent daily flow of three to five groups of foreign customers, primarily tourists from the United States, Singapore and Russia, often visiting in family or friend groups.

For its global customers, DJI simplifies shopping with assistance on pricing, tax refunds and hands-on product testing, according to Luo.

"Weeks ago, a US customer was very satisfied with his purchase, and his friend immediately bought an identical model as well," Luo said. "Foreign visitors are no longer just stumbling upon stores. They are arriving with clear intent."

Wan Zhe, a professor specializing in regional economic development at Beijing Normal University, said that international travelers' demand for Chinese goods evolves from a narrow focus on low cost to a broader appreciation for superior value and innovation.

On the other hand, protectionist policies in certain Western nations have inadvertently fueled this transition by inflating domestic consumer costs, making Chinese alternatives not just cheaper, but smarter and more efficient choices, Wan added.

The expansion of visa-free entry for citizens of numerous countries has become a pivotal factor in fueling the growth of shopping-focused tourism.

The sweeping expansion of China's visa-waiver program grants entry to nationals of 76 countries and provides up to 10-day transit visas for travelers from 55 more, streamlining access for a growing number of international visitors, according to the National Immigration Administration.

From July to September, foreign nationals accounted for 7.24 million visits to China under its visa-free policies, marking a 48.3 percent year-on-year increase, the administration said earlier in October.