The commerce authorities of Xiamen in the coastal province of Fujian released an array of specific measures to drive holiday consumption on April 13. [Photo/VCG]

The commerce authorities of Xiamen in the coastal province of Fujian released an array of specific measures on April 13, aiming to stimulate consumption during the upcoming May Day and summer holidays.

The measures include expanding the consumption market, encouraging holiday spending and online consumption, optimizing the consumption environment, as well as promoting innovative applications of supply chains.

Enterprises which are involved in the cold-chain food retailer, catering, and service sectors that show strong growth will be offered awards up to 1.3 million yuan ($198,920).

According to the measures, merchants who offer consumption coupons will receive subsidies. Local industry associations and media groups are encouraged to hold consumer promotion activities during the May Day and National Day holidays, with such activities receiving a one-time award of up to 300,000 yuan.

Online consumption and livestreaming e-commerce will be promoted at the same time, with industrial enterprises based in Xiamen encouraged to tap into the online market.

Consumption related to household services is encouraged to expand, while the city will also boost the development of convenience stores, aiming to encourage consumption and satisfy increasing demand. Traditional consumption will be promoted, while time-honored brands winning the titles of "China time-honored brand" and "Fujian time-honored brand" will be given one-time awards of 200,000 yuan and 100,000 yuan respectively.