The launch ceremony of an online shopping festival takes place in Shanghai on April 28. [Photo/WeChat account: scofcom]

China will kick off a monthlong campaign promoting consumption in May – amid efforts to bolster consumer spending in the wake of the country having effectively brought COVID-19 under control, the Ministry of Commerce announced on April 25.

Shanghai city in East China launched an online shopping festival on April 28, as part of the campaign. Ten e-commerce platforms and enterprises will roll out 78 activities in five sectors that cover brand products, food and scenic spots in the metropolis.  

Gu Jun, director of Shanghai Municipal Commission of Commerce, said at the launch ceremony that Shanghai would give full play to the digital empowerment and innovation-driven role of e-commerce platforms and actively promote the development of new types of consumption.

The festival was organized in response to the call by the Ministry of Commerce.

It aims to further stimulate retail spending potential through centralized promotion activities and allow consumers to enjoy better goods and services and enjoy more benefits and convenience, Gu said.

A number of commercial digital scenarios, which fully showcased the achievements of the city's digital transformation, were unveiled at the launch ceremony.