The "Liaoning Discount Consumption Month" initiative for 2026 has recently commenced, featuring a series of consumer-friendly measures launched through a collaboration between the government and businesses to provide discounts and benefits for shoppers.

At a JD MALL location in Dadong District, Shenyang, many consumers were seen selecting home appliances. "On top of national subsidies and factory subsidies, we have also introduced JD subsidies. Combined, these three types of subsidies can offer discounts of up to 50% off the original product price, covering virtually all price ranges for home appliances," said Li Jian, Operations General Manager of JD Five Star Appliance Group (Liaoning) Co., Ltd. He added that the mall plans to roll out various promotional activities throughout the year to benefit consumers.

Since the beginning of this year, promotional campaigns ranging from the "99 Consumption Season" to the "Discount Consumption Month" have been driving consumption growth across the province. On March 18, it was revealed that Liaoning will focus simultaneously on both policy support and event-driven initiatives this year. Efforts will be made to continuously enrich consumption scenarios, optimize supply, and enhance the quality of consumer goods, aiming to fully stimulate consumption potential and build the "Shop in Liaoning" brand.

First, the province plans to increase and innovate the number of "places where people can consume." This year, Liaoning will develop 100 new consumption scenarios and cultivate new growth points in consumption. Guided by pilot projects in Shenyang and Dalian focusing on "new formats, new models, and new scenarios," the province will deepen the integration of commerce, tourism, culture, sports, and health industries. Key areas of cultivation will include urban scenarios such as debut economy and nighttime commerce, as well as specialized scenarios like innovation in time-honored brands, green commerce, and cross-border consumption facilitation. A number of new provincial-level consumption scenes integrating culture, sports, and tourism will be created, along with demonstration streets themed around services for both the elderly and children, to promote the expansion and quality improvement of new consumption patterns. Shenyang and Dalian will continue to implement pilot policies for incentivized invoices, focusing on key sectors such as retail, catering, accommodation, culture, tourism, sports, and residential services, using these pilots to drive the release of consumption potential.

Various consumption promotion activities remain a key focus for stabilizing consumption in the province. This year, Liaoning will continue to host over 4,000 high-quality, consumer-benefiting events to strengthen the "Happy Shopping in Liaoning" brand. The province will enhance consumption brands with local characteristics, emphasizing the ripple effects of events like the "99 Consumption Season" and "Northeast Super Sales," creating a year-round consumption boom characterized by seasonal themes, monthly highlights, and weekly activities. A public service platform for high-quality e-commerce products from Liaoning will be established, and deeper cooperation with nationally renowned e-commerce platforms and top live-streaming agencies will be pursued to further expand online sales channels for quality local products.

The enthusiasm for consumption also depends heavily on corporate supply. This year, the province will continue to cultivate a batch of larger and higher-quality commercial enterprises. At the same time, measures such as discounted interest loans will be used to alleviate corporate burdens. Efforts will also be made to attract well-known domestic and international companies to set up regional headquarters, flagship stores, and experience stores in Liaoning, thereby enhancing the supply capacity for mid-to-high-end consumption.

Regarding the stabilization of major commodity consumption, Liaoning will continue to effectively utilize policies for replacing old consumer goods this year. Focusing on four key areas—scrappage and renewal of automobiles, car trade-ins, and home appliances and digital smart products—support will be prioritized for green and intelligent products and offline实体 economies. The pacing of fund usage will be carefully managed to ensure the smooth and orderly implementation of the consumer goods replacement policy.