Performers showcase China's intangible cultural heritage during the Buy Global in Zhejiang, Drive Consumption with Hangzhou event on March 15. [Photo/Lian Guoqing for China Daily]

China launched a national trade and consumption campaign in Hangzhou, Zhejiang province, on March 15, marking the first stop outside Beijing for its Big Market for All: Export to China initiative.

The three-day event, titled Buy Global in Zhejiang, Drive Consumption with Hangzhou, spans 20,000 square meters and features two main exhibition zones showcasing imported goods and consumer products from multiple countries.

Wang Yongfang, director of the Hangzhou Municipal Bureau of Commerce, said the event is expected to generate more than 30 billion yuan ($4.35 billion) in new import orders over three days.

Zhejiang is one of China's leading foreign trade provinces and plays a significant role in import expansion.

In 2025, the province's total goods imports reached 1.36 trillion yuan, accounting for 7.4 percent of the national total. Hangzhou also posted a strong performance in services trade, with imports accounting for 7.64 percent of the country's total.

Rising income levels have supported consumption growth. The province's per capita disposable income exceeded 70,000 yuan last year, ranking first among all provinces in China.

Zhejiang's selection as the first stop outside Beijing reflects its strengths in import demand and market capacity.

The province is home to Ningbo-Zhoushan Port, one of the world's busiest ports, and hosts China's first cross-border e-commerce pilot zone in Hangzhou. It also benefits from a mature private economy and digital platforms such as Alibaba, which support import distribution and consumption.