Shanghai has spared no efforts to help the "Shopping in Shanghai" brand become more and more popular in 2019.

From January to October this year, the total retail sales of consumer goods in the city reached 1.1 trillion yuan ($155.90 billion), which was an increase of 6.6 percent over the same period last year and the leading figure in the country.

The metropolis is encouraging further consumption by rolling out a raft of measures to boost the nighttime economy. "Four-kind of Stores" will be promoted to meet the increasing demands of diversified and personalized consumption.

The "Four-kind of Stores", namely top-level stores selling named-brands, time-honored stores, small-sized stores and stores open at night, have enhanced the business identity of Shanghai.

In the first three quarters in 2019, there were 756 newly-opened named-brands stores in Shanghai, with an average of 2.8 new ones per day, up 74.6 percent year-on-year. The city's "First stores economy" continues to take the lead in the country.

As for stores open at night, nine landmark places such as the Shanghai Museum and Shanghai Wild Animal Park launched a batch of activities related to nighttime entertainment. In addition, 24-hour bookstores and parks are also available throughout Shanghai.