The trade volume of the third Beijing Cultural Consumption Season in Favor of the Citizens, which began on Aug 18, had totaled 448 million yuan ($70.6 million) as of Sept 9, based on both off-line and on-line sales.

The cultural season, from August to November, consists of ten special activities, ten exhibitions, and many promotions involving film, literature, performance and other themes throughout sixteen counties and districts. 

Nearly 1.06 million people attended the offline activities, where the trade volume reached 83 million yuan, while the number of online customers was more than 2.6 million, with a trade volume of 365 million yuan.

This year, 19 e-commerce websites cooperated with the cultural consumption season online, which increased the activity categories and range of choices. Tencent, the Chinese Internet giant, provided a large number of cash coupons for movies, enhancing the Season’s success. 

The 19 e-commerce websites had total sales of 365 million yuan from August 18 to 30. Of that total, sales of cultural items like books through cooperating sites like China Dangdang reached 220 million yuan.