E-Commerce

Development Orientation
Key Investment Areas
Investment Policy
Investment Carrier
Investment Projects

In 2024, Fujian Province achieved online retail sales of RMB 827 billion, ranking 6th nationally, with a year-on-year growth of 4.3%. Breaking this down, online retail sales of physical goods amounted to RMB 725.74 billion. The proportion of physical goods online retail sales to total provincial retail sales of consumer goods was 31.4%, 4.6 percentage points higher than the national average. Fujian successively organized events such as the 2024 Online New Year Shopping Festival, "Good Products in Fujian" – the Sixth Brand & Quality Online Shopping Festival (Fujian Special), the "618 Online Shopping Festival," and the Double 11 Online Shopping Festival. It upgraded and hosted the 2024 China E-commerce Streamer Contest, renaming the "E-commerce Streamer Contest " to "China E-commerce Streamer Contest." The province continued to promote cross-regional live-streaming e-commerce resource matchmaking, attracting over 6,500 e-commerce talents from domestic and international participants, including nearly 1,500 from Taiwan Province. The national total GMV exceeded RMB 37 billion.

Investment Priorities

Emphasize the standardized and diversified development of modern services. Guided by the needs of industrial transformation and upgrading, promote the extension of producer services—including modern logistics, e-commerce, commercial exhibitions, financial services, technology and information, culture and tourism—towards greater specialization and higher value chain positions.

Headquarters Economy
Technology and Information Services Industry

Focus on aggregating innovation and entrepreneurship elements, deepening internal and external openness, strengthening talent reserves, improving supporting service mechanisms, and attracting large service enterprises to establish regional headquarters in Fujian.

Increase efforts to attract front-end R&D, design, testing, inspection, certification, as well as back-end sales and platform services to optimize the industrial ecosystem. Actively recruit talent from top national universities and research institutions, with a focus on introducing major industrial design research institutes and similar large-scale platforms. Accelerate the development of services such as R&D design, legal services, exhibitions, and intellectual property services. Encourage renowned design institutions from Taiwan, Hong Kong, Macao, and overseas to set up branches in Fujian. Encourage domestic and international master industrial designers to work or establish independent studios in Fujian, settling in specialized industrial design parks.

Investment Carrier