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Zhongnan fireworks, blooming for important moments
06
2025
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11
"The Hometown of Fireworks" Joins Forces to Boost Domestic Demand (New Development Philosophy Leads High-Quality Growth — Stories from the Frontline)
General Secretary Xi Jinping pointed out: "Expanding domestic demand is not only crucial for economic stability but also vital for economic security—it’s not a temporary measure, but a strategic move." The proposals for the 15th Five-Year Plan suggest, "Leading new supply with new demands, and creating new demands through new supply, thereby fostering positive interactions between consumption and investment, as well as between supply and demand."
Putting "action" first and striving with determination, Liuyang City in Hunan—famous as the "Home of Fireworks"—is making expanding domestic demand its key strategic focus. Through a range of comprehensive measures, the city aims to better leverage domestic consumption as the primary engine driving economic growth and as a stabilizing anchor for long-term development.
Boost greater vitality in the consumer market
"Come to Liuyang and witness a dazzling fireworks display!" Since February 2023, Liuyang has hosted more than 140 creative fireworks events, attracting nearly 8 million visitor visits—over 90% of whom were from outside the region.
According to preliminary statistics, the Liuyang Creative Fireworks Show spurred consumer spending exceeding 20 billion yuan, driving growth across the entire consumption chain—including food, accommodation, transportation, tourism, shopping, and entertainment. In the first 10 months of this year, Liuyang welcomed over 40 million tourist visits, generating nearly 41 billion yuan in tourism-related expenditures, ranking it among the "Top 100 Counties Nationwide in Comprehensive Tourism Strength."
“Small bridges, flowing streams, and idyllic countryside—truly breathtaking scenery,” said Liu Ye, a tourist who drove here from Jiangxi to Man & Man Natural Aesthetic Manor in Changchong Town, Liuyang.
Cultural and tourism consumption has emerged as a new growth driver for the market. Liuyang is encouraging businesses to enhance immersive designs and diversify their business models, thereby boosting the upgrade of cultural and tourism offerings. In Liuyang, tourists are enjoying increasingly richer experiences, with more and more visitors embracing the "slow-life" lifestyle.
Cultural and tourism activities ignite new consumer vitality.
At noon, a long line formed outside a steamed dish restaurant in Liuyang. "Business is booming—during holidays, some tourists even start queuing up at the restaurant after 10 a.m.," said He Yang, the restaurant's founder.
Business model integration is an important approach to innovative supply, and in Liuyang, diverse sectors such as homestays and dining are collaborating synergistically.
"We are committed to fostering coordinated efforts and achieving dynamic balance between supply and demand, while deeply expanding the cultural and tourism consumption chain—including experiences like watching romantic fireworks, enjoying thrilling sports events, savoring authentic steamed dishes, and staying in boutique homestays. By continuously enriching the formats and scenarios of cultural and tourism consumption, we aim to unleash greater vitality in the consumer market and better meet people's aspirations for a high-quality, fulfilling lifestyle," said Xiao Zhengbo, Member of the Standing Committee of the Changsha Municipal Party Committee and Secretary of the Liuyang Municipal Party Committee.
Expand the space for effective investment
At night, the newly renovated Liuyang Tongcheng Commercial Plaza sparkled with vibrant lights and buzzed with lively energy. Once struggling to keep up with evolving consumer demands, this shopping mall—which opened in May 2009—had sadly seen dwindling foot traffic and nearly empty stores.
Last year, Tongcheng Commercial Plaza underwent an upgrade: with an investment of 50 million yuan, it was transformed into a vibrant urban lifestyle hub along the Liuyang River, offering residents a perfect blend of scenic enjoyment, outdoor leisure, and trendy shopping experiences. "The newly renovated shopping environment, coupled with over 50 first-ever stores opening in Liuyang, has led to a significant boost in daily foot traffic—and a remarkable surge in sales revenue, exceeding 90 million yuan within just five months," said Zhou Zhaoda, Chairman of Tongcheng Group.
Build a magnetic field for development through a superior environment. In 2006, Lens Technology settled in the Liuyang Economic Development Zone and has steadily increased its investments over the past 19 years. Since going public in 2015, the company has cumulatively invested more than 20 billion yuan in research and development, earning over 2,200 authorized patents.
In the first 10 months of this year, Liuyang delivered an impressive performance in attracting investment, with 115 new projects introduced to the city, totaling a combined investment of 38.734 billion yuan.
Liuyang has introduced a series of targeted, high-impact policy measures, including the "Several Measures to Support Emerging and Future Industries," the "Three-Year Action Plan for Promoting High-Quality Development of Industrial Chains," and the "20 Measures to Support College Students in Starting Businesses," which have boosted business confidence and strengthened enterprises' sense of assurance.
“Here, we can settle down and put down deep roots,” said Guo Jishi, the project leader of Mingrui Pharmaceutical. From its humble beginnings to rapid growth, Mingrui Pharmaceutical has made three major investments in the Liuyang Economic Development Zone—each time resulting in the construction of a brand-new production facility. Notably, the investment amount has steadily increased, rising from over 100 million yuan in the first phase all the way up to 1.02 billion yuan by the third round.
Continuously unleashing consumption and investment potential
LiuYang is seizing the opportunities presented by the "Two New" policies to stimulate potential consumption, expanding and strengthening its reach in areas such as automobiles, home appliances, and household goods, thereby driving an upgrade in consumer spending. At the same time, the city is fostering and nurturing new forms of consumption, including first-launch economies and nighttime economies. To boost effective investment, LiuYang has launched the "Year of Enhancing Investment Quality and Efficiency," refining its investment promotion mechanisms and strengthening project monitoring and performance evaluation.
Stepping into the production workshop of Changsha Yongchang Vehicle Components Co., Ltd. in Liuyang Economic Development Zone, one is immediately greeted by a bustling scene. Thanks to its stepless sealing strip product, the company has been selected as a member of the fourth batch of Hunan Province's Manufacturing Single-Champion Enterprises.
Since the beginning of this year, Liuyang has been deeply implementing the Industrial Chain Progressive Cultivation Project. As of September, the output value of 10 key industrial chains exceeded 130 billion yuan, representing an 11.8% year-on-year increase. Among these, the output value (revenue) of industries such as electronic information, green food, new energy and automotive components, and intelligent equipment manufacturing all achieved double-digit growth.
“Our country enjoys the significant advantage of an ultra-large-scale market, and our consumer market continues to grow steadily. Meanwhile, rapidly advancing new industrialization,信息化 (informatization), urbanization, and agricultural modernization are creating vast opportunities for investment demand. Looking ahead, we are fully confident, firmly prepared, and brimming with enthusiasm as we strive to comprehensively expand domestic demand,” said Xiao Zhengbo.
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