The MIXC shopping mall in Shinan district, Qingdao. [Photo/qdsn.gov.cn]

Shinan district in Qingdao has seen its consumption market expand over the past decade, with dozens of commercial complexes such as the MIXC shopping mall and the Haitian Center starting operations.

The district's annual retail sales of consumer goods have represented an average growth of 6.8 percent over the past five years.

More than 260 "first stores" of fashion brands have opened in Shinan, 159 of which are operating at Hisense Plaza, MIXC and Haitian Center in Fushan Bay, which is aiming to become an international consumption hub with a booming "first store" economy.

Lured by Shinan's incentives to boost the fashion industry, an increasing number of domestic and international brands are gathering in Fushan Bay.

In the western part of the district, where the protection and renovation of historical blocks is currently underway, a slew of new consumption scenarios have emerged, creating a collision of old and new.

"Zhongshan Road is not only a shopping destination, but also home to many cultural experience stores," said Chen Lele, a Shinan local.

For example, the 1907 Film Museum offers a brand-new consumption experience that combines exhibitions, catering and movies.

In addition, Shinan has also made efforts to shore up the nighttime consumption market.

To date, the district has developed three nighttime shopping blocks – the Olympic Sailing Center block, the Xianggang Road block and the Zhongshan Road block to unleash people's purchasing potential and demands.