The Xi'an Chinese New Year consumption promotion event was launched in the city of Xi'an, capital of Northwest China's Shaanxi province, on Jan 16.

This year's Chinese New Year falls on Jan 22. The event is hosted by the Xi'an municipal people's government and will run to mid-March.

The Xi'an Chinese New Year consumption promotion event is launched in Xi'an on Jan 16. [Photo/chinadaily.com.cn]

Relying on the extensive merchant resources and traffic resources of Alipay's digital life service platform, the event aims to create an exclusive red envelope code for Xi'an.

The event cover chain stores, fast-moving consumer goods, small, medium and micro-sized businesses in Xi'an – as well as business district commercial complexes and public travel – with an estimated investment of 50 million yuan ($7.37 million).

During it, locals can scan the codes of any merchant with a red envelope code posted to receive a random amount of red envelopes, which will be deducted directly when they pay for goods.

Merchants can apply for red envelope codes and issue posters to attract buyers through Alipay. After consumers use the red envelopes, merchants can also get cash in rewards.

In addition, in terms of travel, locals can search on Xi'an Green Travel (西安绿色出行) through Alipay to receive a coupon worth up to 10 yuan.