Chinese President Xi Jinping has urged new efforts to respond to slower economic growth during a propaganda-heavy provincial visit highlighting his burgeoning cult of personality.

State broadcaster CCTV on Thursday showed Xi receiving rapturous receptions during visits to a shipyard, oil storage complex and government offices in the economically vibrant eastern province of Zhejiang.

Xi said the government is still assessing the effects of decelerating growth that could fall short of the government's 7 percent target. But he said a way forward would be found and called for greater innovation.

The 17-minute report at the top of CCTV's news broadcast was seen as a push by Xi for popular support, amid worries about the economy and falling morale among civil servants.