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China issues guidelines to boost immersive physical retail through 2030

The plan calls for a more rational pricing system and aims to turn stores into destination venues as e-commerce squeezes offline margins.

Reported · Written up by our desk · Emerging Markets

China has unveiled new guidelines to reinvigorate physical retail, seeking to strengthen offline operators amid slower consumer demand and intense price competition from e-commerce platforms, according to SCMP Economy.

The Ministry of Commerce, along with eight other authorities, said the roadmap will run through 2030 and targets differentiated competition between online and offline retailers, including plans for a more rational pricing system over the coming years.

The move comes as China faces cooling retail sales growth, with weakness in big-ticket purchases continuing into the most recent month. The guidelines are also framed against the ongoing “trading down” trend, where shoppers shift to lower-priced alternatives or buy less due to economic uncertainty and reduced disposable income.

SCMP Economy reports that the government wants to transform physical retail spaces into destinations for shopping, immersive experiences, and social entertainment, while also aiming to ensure online platforms maintain broad product ranges alongside compliant operations.

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