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The opening ceremony for an event titled "Jiaxing beautiful life season" kicks off on May 31 at the Nanhu Tiandi shopping center in Jiaxing. [Photo provided to chinadaily.com.cn]

The opening ceremony for an event titled "Jiaxing beautiful life season" was held on May 31 at the Nanhu Tiandi shopping center in Jiaxing, East China's Zhejiang province, to boost local consumption amid the COVID-19 pandemic.

At the ceremony, a total of 22 exhibitors of clothing, daily necessities and food participated in a fair from the evening of May 31 to June 1, attracting a large number of visitors.

Three promotional activities for vehicles, daily necessities and other commodities will be held after the ceremony to encourage consumption.

Recently, Jiaxing has been focusing on the development of its nighttime economy in an effort to boost consumption.

Four characteristic blocks and 21 famous shops demonstrating the booming nighttime economy of Jiaxing were announced at the event.

To further boost the local economy, the city has also embraced a "first store economy" – a model whereby domestic and foreign brands are encouraged to open their first stores in the region and exert a positive impact on local economic development.

At the event, Zhengqun Mask, NIO Automobile and Huawei launched their first stores in Jiaxing.

Among them, the first Huawei MSC intelligent home experience hall in Zhejiang province opened at the Nanhu Tiandi shopping center, offering a novel living experience powered by high technologies.

In addition, it was announced at the event that Nanhu district will issue 7 million yuan ($1.04 million) in subsidies for vehicle consumption and 8 million yuan in electronic consumption coupons in June.