Shanghai's retail landscape gets a boost as local retail giant Bailian Group rolls out its "Bailian Vibe" festival on July 4, an extensive marketing campaign designed to stimulate both domestic and international consumption.

The initiative supports the city's broader Shanghai Summer International Consumption Season, which aims to enhance Shanghai's reputation as a global shopping destination and attract inbound tourists.

Running from July 5 to Aug 31, the festival revolves around a model that integrates inbound tourism, membership perks, sports trends, cultural exhibitions, and Generation Z engagement.

To facilitate consumption by international visitors, Bailian Group launched a global version of the "iBailian" mini program. The platform features an English interface, location-based navigation, options for payment with foreign credit cards, and tax refund services.

International visitors can also access a coupon package valued at 756 yuan ($105.38) for use across Bailian's businesses.

Shanghai No 1 Yaohan, a Bailian subsidiary, ranks among the first three authorized tax refund locations in Shanghai, offering refund-upon-purchase services to improve the shopping experience for tourists.

Bailian encourages consumer spending through member-exclusive benefits, including consumer vouchers. In addition, subsidies exceeding 100 million yuan and discount coupons on hundreds of popular products are available through the Bailian-to-Home service on the iBailian platform.

Bailian Group is also partnering with the Shanghai Administration of Sports to present the Bailian Vibe festival on July 15, coinciding with the 2025 World Rowing Championships "Rowing into Cool Summer" event.

The retailer promotes "exhibition plus consumption" experiences through partnerships with theaters and exhibition venues, distributing Bailian gift cards and tickets.

To connect with younger consumers, Bailian ZX collaborates with Bilibili World to create three themed zones showcasing pop culture, trendy toys, and limited-edition merchandise.

By incorporating content, immersive scenarios, and technology, Bailian Group aims to transform commercial spaces into engaging lifestyle hubs, enriching the overall shopping experience for all.

Sources: Shanghai Observer, Bailian Group