More than 10,000 shops and service outlets, plus 100 shopping districts and other clusters, joined a national register of merchants making “reassuring consumption” pledges to customers when it went live on 3 November. The State Administration for Market Regulation (市场监管总局, SAMR) says a merchant badged on the register is also flagged on Baidu Maps, Meituan Waimai, Taobao Shangou and JD Waimai.
One badge, shown on four consumer apps
The National Reassuring Consumption Platform (全国放心消费平台) runs as a mini-programme called Xiaofeicha (消费查). SAMR says the first apps connected to it are Baidu Maps (百度地图), Meituan Waimai (美团外卖), Taobao Shangou (淘宝闪购) and JD Waimai (京东外卖).
The regulator describes the link-up as “badged in one place, lit up in many”. It presents the badge as an incentive for merchants and a reference point for shoppers.
Merchants register, pledge online and get a store code
To join, a merchant registers on the platform and makes its pledge online. Once the pledge has been verified and publicly listed, the business receives a “one store, one code” QR code and a nationally uniform badge to display at its premises.
The process follows SAMR’s trial guidelines for cultivating reassuring-consumption units and clusters (全国放心消费单元和集聚区培育指引（试行）).
Shoppers see licences, after-sales terms and star ratings
Consumers who open the mini-programme or scan a code in store see participating merchants near them. Listings are sorted into eight types of unit, such as retail, catering, accommodation and tourism, and seven types of cluster, including shopping districts, markets and scenic areas.
Each merchant page shows licences, photos of the shop, after-sales arrangements, the pledge itself and customer reviews. After buying, shoppers can rate the merchant from one to five stars or phone it through the platform.
Broken pledges mean removal and loss of the badge
Merchants that break the law, refuse to honour their pledge or deliberately fob off reasonable customer requests can be reported to local market regulators. If a complaint is confirmed, the merchant is ordered off the platform and its store code and badge are withdrawn offline as well.
SAMR plans to extend the platform to more sectors and add functions such as one-click settlement of disputes (一键和解) and financial support.
The launch opened a month-long consumer campaign
The platform was switched on in Quanzhou, Fujian, at the opening of the 2026 national Optimise the Consumption Environment Month (优化消费环境月). SAMR and 15 other departments are running the November campaign, which lists 187 activities on a simple calculation.
| Item | Detail |
|---|---|
| Organisers | SAMR and 15 other government departments (16 in total) |
| Themed activities by central government units | 32 |
| Activities by 12 national industry associations and chambers | 24 |
| Activities by localities | 131 |
| Typical cases published at launch | Quanzhou, Chengdu, Qingdao, Huangshan, Changzhou |
| Apps lighting up badged merchants | Baidu Maps, JD.com, Taobao Shangou, Meituan |
At the launch, five industry bodies, among them the China Household Electrical Appliances Association (中国家用电器协会) and the China Tourism Association (中国旅游协会), started a joint pledge initiative. Representatives of seven of the first companies on the platform made public pledges.
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