China is concentrating its efforts on building three new national brands, signaling new directions for economic development. The government work report explicitly called for polishing the "Invest in China" identity, building the "Shop in China" brand, and cultivating the "China Services" brand. Why have these three initiatives become a nationwide priority?
First, consider the "Invest in China" identity. The government work report used the term "polish," indicating this identity is already well-regarded but requires further effort to make it more attractive. In 2025, over 70,000 new foreign-funded enterprises were established nationwide, a year-on-year increase of 19.1%. Why are foreign investors optimistic about China? There are at least three compelling reasons. First, China is globally recognized as one of the safest countries. Against a backdrop of instability in many regions, the value of a stable and secure development environment becomes even more apparent. Second, as the world's second-largest economy and second-largest consumer market, China's economy is resilient with significant growth potential, offering visible returns and a promising future for investors. Third, China's commitment to opening up is steadfast, with its doors opening ever wider. The full-island customs closure operation launch in the Hainan Free Trade Port late last year marked a milestone in China's high-level opening up in the new era. China has been, is, and will continue to be an ideal, safe, and rewarding investment destination.
The government work report proposes deepening reforms to the foreign investment promotion system, ensuring national treatment for foreign-funded enterprises, and promoting reinvestment and expanded local production by these companies. It also plans to further open pilot programs in sectors like value-added telecommunications, biotechnology, and wholly foreign-owned hospitals, expand digital sector opening in an orderly manner, and shorten the negative list for cross-border trade in services. This signifies more stable policies, broader market access, and stronger safeguards for foreign investors in China.
If "Invest in China" opens the door to foreign businesses, then "Shop in China" extends a warm invitation to global buyers. Commerce Minister Wang Wentao specifically explained "Shop in China" at a press conference. Narrowly, it aims to attract more international tourists for consumption and shopping. The noticeable increase in encounters with foreign visitors on the streets is one indicator. In 2025, the number of overseas tourists applying for tax refunds upon departure from China surged by 305% year-on-year, with tax-refundable sales and the refund amount growing by 95.9% and 95.8%, respectively. A clear trend is emerging: the focus is shifting from "selling Chinese goods" to "shopping in China." Broadly, "Shop in China" means enabling people to purchase high-quality international products domestically, achieving "buy global, in China." For instance, Sichuan is accelerating the construction of a national distribution center for imported salmon, enabling fresh salmon to reach consumers' tables within 48 hours from the source. This requires optimizing the inbound consumption environment and actively expanding imports, areas for which the government work report has laid out plans.
Next is the "China Services" brand. While China's manufacturing prowess is well-known, with its value-added output leading the world for 16 consecutive years and the transition from "Made in China" to "Created in China" making impressive progress, the service sector is the primary contributor to economic growth. In 2025, the service sector's value-added share of GDP rose to 57.7%. The next step, whether for developing producer or consumer services, meeting people's needs for a better life, or exploring new avenues for service exports, involves enhancing quality and establishing independent brands. Many are unfamiliar with producer services, yet they are the "unsung heroes" driving manufacturing transformation and upgrading. Take automobile manufacturing: factories and assembly lines alone are insufficient; producer services like R&D, design, and testing are key to mastering core technologies and achieving high value. First-class enterprises set standards, and first-class industries define them. The government work report's explicit call to improve national standards for services demonstrates a top-down approach to guiding the high-quality development of the service sector.
In summary, "Invest in China" opens the door, "Shop in China" extends the invitation, and "China Services" strengthens the foundation. These three elements are interlinked and mutually reinforcing, poised to make China's economy more resilient and competitive, allowing the world to better share in the vast opportunities presented by China's development.
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