There are the obvious explicit government initiatives to boost consumption, but they've also made some strides in reducing goods and luxury taxes. An Apple iPhone used to be 20-40% more in China (it is technically imported because it is made in an SEZ), but they are only priced at slightly higher than the states now. Cars used to be a huge splurge but cheap EVs are affordable by anyone with an OK job now (although you might not be able to park it if you live in a big city). On my trip a couple of months ago, the malls were booming in a way that I didn't see in 2016 when I left China.