A shopper scans a digital payment code at a jewelry stall in Hangzhou, Zhejiang province. [Photo provided by Hangzhou Administration for Market Regulation]

Zhejiang province has outlined a series of measures for 2026 aimed at improving the consumer environment, including plans to add more than 10,000 offline retailers offering no-reason return policies.

The province will roll out five major initiatives covering 19 key tasks to enhance consumer supply, market order, rights protection, governance, and leadership in the consumer environment.

Under efforts to improve consumer supply, Zhejiang plans to cultivate more than 100 enterprises under the Defined Quality certification system and develop more than 30 Zhejiang Made products. More than 200 products will be added under the "same line, same standard, same quality" program, which encourages export-oriented manufacturers to produce goods for domestic and international markets on the same production lines with identical standards and quality levels.

The province also plans to attract 1,500 first stores, develop more than four nationally recognized demonstration pedestrian streets or commercial districts, build 800 "15-minute convenient living circles"— neighborhood service zones where residents can access daily necessities such as groceries, healthcare, dining, and community services within a 15-minute walk from home, and add 10,000 charging piles.

To improve market order, Zhejiang aims to maintain the pass rate for key food products above 99 percent and conduct inspections of at least 15,000 batches of medicines. Authorities will also strengthen governance in areas such as online transactions, tourism services, pricing practices, and personal information protection.

Measures to enhance consumer rights protection include raising the early-stage dispute resolution rate to more than 35 percent and ensuring that coverage of online consumer dispute resolution mechanisms among key market entities reaches more than 60 percent, with a similar success rate for online mediation.

The province will also promote joint governance involving enterprises, industry associations, and society, with the implementation rate of food safety responsibility systems among food operators targeted at above 97 percent.

In addition, Zhejiang plans to support equipment upgrades through financing leasing totaling no less than 45 billion yuan ($6.54 billion) and cultivate 100 "credit-driven consumption" commercial districts. More than 10,000 businesses will be added to the offline no-reason return program, with more than 900 stores supporting cross-region returns. The province also aims to increase inbound overnight tourists by more than 8 percent while improving services such as "tap-to-check-in" hotel registration and instant tax refunds for overseas shoppers.