Jinshanli market (Photo/Wang Jiaxi)
Chongqing—Chongqing is now home to a diverse range of markets, including morning markets, night markets, seasonal fairs, and pop-up markets. These markets offer an impressive variety of goods, including food, daily necessities, cultural and creative products, and more.
Data showed that Chongqing's urban management authorities have established over 600 regulated street market zones, accommodating more than 25,000 stalls.
These small yet exquisite markets, brimming with a vibrant local charm, are emerging as dynamic drivers of Chongqing's consumer economy.
Markets flourish across Chongqing
The Linlong market offers a diverse experience beyond food. "We have dozens of categories, and the market strictly limits the number of vendors per category to no more than three," said Yang Lin, the market's founder. The Linlong market also hosts seasonal and holiday-themed events to keep things fresh.
Meanwhile, the Jinshanli market is enjoying booming business. Despite colder weather recently, weekend foot traffic remains steady at around 20,000 visitors. "Since its launch in 2022, the market has expanded every year. We now have 150 vendors offering more than 70 categories, with food accounting for 70 percent and cultural and creative products 30 percent," said Xiao Ling, the Jinshanli City Walk block manager.
Markets like these have become a staple feature of Chongqing's major business districts. For instance, Longfor Times Paradise Walk features an outdoor van market that regularly updates its themes. The food market near Mixc Mall offers a global culinary experience. The brightly lit Jiaochangkou and Hongyadong night markets have become iconic destinations in the Jiefangbei business district.
Beyond business districts and blocks, scenic spots and creative parks are increasingly hosting markets to retain visitors after closing hours and unlock new growth in consumer spending.
Data from online service platforms like Meituan and Dianping show that searches related to "markets" in Chongqing have increased by more than 120 percent year-on-year over the past six months.
Markets as a vital boost to business district consumption
The flourishing of markets in Chongqing has significantly elevated the city's consumer economy.
According to Li Ran, Director of Applied Economics at Chongqing Technology and Business University, markets have overcome space and time constraints. They are becoming an effective supplement to and extension of modern business district consumption.
Yang Lin noted that while the Linlong market is located near the Lijia Paradise Walk shopping complex, its primary value lies not in revenue but in its role as a "new platform for urban consumption" that drives foot traffic, expands consumption space, and boosts consumer confidence.
"Markets today are no longer just about selling goods but about resonating emotionally with consumers and establishing a mutual understanding," Yang explained. According to Yang, the innovation behind enhancing consumer engagement has replaced the traditional idea of selling low-cost products.
The Jinshanli market's impact on the nearby business district is even more pronounced. Zhou Xukun, Party Secretary of Jinyu Community in Liangjiang New Area's Jinshan Subdistrict, shared data showing that the market has driven a 50 percent year-on-year increase in foot traffic to the IKEA and Outlet shopping areas.
"In the past, consumers visiting IKEA or the outlets often struggled to find suitable dining options, but the introduction of the Jinshanli market has greatly enriched and complemented the area’s food offerings, increasing enthusiasm for shopping," Zhou said, emphasizing that markets have become an integral addition to business district functions.
Beyond driving consumption, these small markets also provide income for vendors.
"Market economy, as one of the most traditional, enduring, and typical forms of commerce, offers unique advantages, such as flexibility, low investment, freedom of operation hours, and low operating costs," said Li Ran, adding that these attributes make markets highly effective in promoting urban employment.
Jinshanli market operates only on Fridays, Saturdays, and Sundays. Xiao Ling said this allows most vendors to treat it as a side business. Take one vendor who sells oyster pancakes, for example—on a busy day, the revenue can reach up to 10,000 yuan ($1,373.56). Xiao added that for most vendors, daily earnings are in the thousands.
Zhao Yue is one of the most successful merchants in the Linlong market. In August last year, he relocated his stall from Shiqiaopu to Linlong market near Lijia Paradise Walk and switched from selling marinated seafood to digital paintings.
"Food is the most competitive category in markets, with skewer and fried squid stalls every few steps, so innovative products are crucial," Zhao explained. His digital paintings, priced at around 20 yuan each, combine coloring with a unique feature where the artwork lights up. On busy nights, his revenue can reach about 1,000 yuan.
Integrating the development of the 'market economy' with optimizing the business environment
The prosperity of Chongqing's market economy is closely linked to the government's role in facilitating its growth.
In recent years, Chongqing has continued to regulate the establishment of street-side market zones, implementing measures such as reasonable time and area limits. This includes allowing shops on branch roads and alleyways to display goods outside in a controlled manner and permitting certain malls to conduct outside promotional activities within their property boundaries. These measures have further enriched and standardized street-level business operations, providing greater convenience for individual vendors, merchants, and businesses.
However, markets perform unevenly. Despite hosting hundreds of events, some continue to thrive, attracting crowds and boosting surrounding areas. Yet, others, once extremely popular, have faded into obscurity.
"The involvement of the community in the operation of the Jinshanli market is a recent development. On one hand, the community has local responsibility, but more importantly, the market's previous management was not smooth. Issues such as street occupation and standardized regulation were affecting urban governance," said Zhou Xukun. Zhou provided an example of a resident who wanted to set up a public service stall in the market, but there was a disagreement between the operator and the residents on defining eligibility for such stalls. With the community's intervention, proper guidance in management could be provided.
"The development of the market economy cannot succeed without policy support and planning guidance," said Li Ran. Li emphasized that the growth and management of the market economy should be integrated with efforts to optimize the city's business environment, ensuring that operations are open yet orderly, with food safety guaranteed, sanitation maintained, and no hidden risks in fire safety or traffic. Relevant government departments need to ensure services for both vendors and consumers.
However, Li also pointed out that continuous innovation is crucial for markets to remain sustainable. "The larger the market, the more likely it is to become chaotic. Issues such as homogeneous operations, lack of distinctiveness, limited product offerings, and imitation businesses can arise," Li said.
Markets must cultivate their unique brand identity and features. This includes careful selection and display of products, as well as creating a unique atmosphere. Additionally, integrating local culture to create a distinctive consumer experience is vital in meeting the diverse needs of consumers, according to Li.
(Qiu Xiaoya, a reporter from Chongqing Daily, contributed the Chinese version of this report.)