"Tried to do the same in a tourist city (not a tier 1 city), beginning of May, didn't work."

I'm curious - did you go to an official China Unicom store (i.e. owned and operated by China Unicom) or an independent retailer that happens to sell SIM cards?

"I wanted a full SIM, not a data only SIM though, which one did you get?"

A regular SIM with a voice+data plan.