From the purchase of luxury goods to the purchase of daily necessities; from the purchase of high-tech high value-added products to the purchase of cost-effective general supplies. In the past two years, consumers’ overseas buying has been so active, but it is no match for the fact that most of the products are “MadeinChinaâ€. What is the reason for this embarrassing situation? Is the product too single, or is the production technology too hard? Is the famous brand too few, or the market environment is not ideal? In order to solve these problems, we will exert efforts from both the supply side and the demand side to focus on improving the effective supply capacity and level of consumer goods, and better meet the needs of the people's consumption upgrade. The General Office of the State Council recently issued the "Three Products" Campaign for the Development of Consumer Goods Industry. A number of Opinions on Creating a Good Market Environment (hereinafter referred to as “Opinionsâ€), deploying special activities to increase the variety of the consumer goods industry, improve quality, and create brand “three productsâ€. On June 1, the Ministry of Industry and Information Technology held a media briefing. Feng Fei, Vice Minister of the Ministry of Industry and Information Technology, Wang Shicheng, Vice President of the China National Light Industry Association, and Gao Yong, Vice President of the China National Textile and Apparel Council, respectively briefed the media on the "three products" strategy. The meeting held that the "three products" strategy will promote "Made in China" to carry out a "quality revolution", to reverse the industrial transformation with quality, better meet and create consumer demand, and promote "Made in China" to accelerate the "fine manufacturing" and let consumption From buying "Chinese products" to buying "Chinese brands."
Single structure?
Expand effective and mid- to high-end supply
After years of reform and opening up, China has formed a consumer product industry system with wide coverage and relatively complete structure. According to Feng Fei, deputy director of the Ministry of Industry and Information Technology, at present, there are more than 100 kinds of products produced in China, ranking first in the world. The production capacity of home appliances, shoes, cotton, chemical fiber and clothing accounts for more than 50% of the world's total. Light industry and textile exports account for more than 50% of the world's total. More than 30% of the world is a veritable consumer goods manufacturing, consumption and exporting country. In 2015, the added value of China's consumer goods industry accounted for more than 10% of GDP. The added value of total value of consumer goods and total profit accounted for 31.9% and 35.8% of the total industry respectively, up 3.6 percentage points and 8.9 percentage points respectively over 2010. Stable growth, reform, restructuring, and benefiting people's livelihood have played an important role.
However, the Ministry of Industry and Information Technology has also noticed changes in the current consumption situation in China. Feng Fei said that at present, China is in a period of rapid changes and upgrades in consumer structure. Residents' consumption is shifting from the survival and subsistence consumption based on clothing and food to the enjoyment and well-off consumption represented by living and behavior. From the imitation type of row-type extensive consumption to the individualized and diversified fine consumption, consumers' demands for the color, variety, quality, specifications, brand and safety of consumer goods are constantly increasing, and consumption is growing in economic growth. The contribution rate in transformation and upgrading is getting higher and higher, and it is increasingly becoming the leading force to expand and enhance demand. According to the National Bureau of Statistics, in 2015, the contribution rate of China's final consumption expenditure to GDP growth reached 66.4%, an increase of 15.4 percentage points over the previous year. However, with the intensification of international competition and the weakening of cost advantages, the structural contradictions of China's consumer goods industry with large scale and insufficient supply, strong manufacturing capacity and insufficient innovation capacity are prominent, and the varieties structure, quality and quality, brand cultivation and other aspects are developed. There is still a big gap compared to the comparison. "Especially in recent years, part of the consumption flows overseas, reflecting the problem that China's consumer goods industry's effective supply capacity and level are difficult to adapt to consumption upgrades." Feng Fei said.
Because of this, in the "Opinions", the "improvement of creative design level, increase the supply of high-end consumer goods, the development of smart health consumer goods, the development of consumer goods with national characteristics" are listed as the main content of the increased varieties. Feng Fei believes that the improvement of consumer goods supply must be the main direction and long-term measures, actively reduce the ineffective and low-end supply capacity, actively expand the effective and medium-to-high-end supply capacity, enhance the adaptability and flexibility of supply structure changes to demand changes, and continue to meet The need for the people to upgrade their consumption.
Poor quality?
Actively carry out international benchmarking activities
At the news conference, a reporter asked that a small number of consumers appeared to be helpless when they went abroad to buy domestic products. “It’s not good for domestic production, but it’s really not about standards and quality.†What should the industry do for consumers’ concerns?
Feng Fei, deputy director of the Ministry of Industry and Information Technology, said that such problems do exist, but they are not mainstream. "This is related to how to create a good consumption environment. In response to this, the Ministry of Industry and Information Technology is stepping up the organization and implementation of special actions to improve the supply of consumer goods, speeding up the integration of domestic quality and safety standards with international standards, establishing a quality and safety traceability system and a punitive compensation system for commodity quality. It is forced to improve the quality of products. In the light industry, Wang Shicheng, vice president of the China National Light Industry Association, said that it is necessary to actively carry out the "quality revolution" in the light industry and win the development opportunities in the challenge of self. It is planned to convert 50 items per year, and the degree of consistency between major light industrial products and international standards will reach 95% by 2018. For example, Wang Shicheng said that many industries in light industry are currently conducting benchmarking activities, such as piano and other instruments. Steinway, playing cards against the US bee brand, football against the German Adidas and so on.
In the "Opinions", the four tasks of "developing international benchmarks, strengthening quality and precision management, promoting quality inspection and certification, and guaranteeing the supply of medicines and high-quality raw materials" are also the main contents of quality improvement. In this regard, the Ministry of Industry and Information Technology will cultivate and promote the spirit of craftsmanship, and guide enterprises to establish a business philosophy of quality first and reputation first, based on the production of mass consumer goods to promote the "quality revolution", take the development path of winning by quality and strengthening the country, and promote "China" Manufacturing "accelerates to the "fine manufacturing" and wins the big market.
Brand not?
Let "Chinese products" become "Chinese brands"
Earlier media reports said that a female Japanese journalist went to China to purchase a Chinese-made rice cooker and brought it back to Japan for trial. The conclusion was that the origin of the product could not be distinguished based on the taste and taste of the cooked rice. This undoubtedly shows that domestic products are mainly lost in brand recognition.
Feng Fei is also frank, the brand of consumer goods in China is still weak compared to foreign products. “Many consumers went abroad to buy rice cookers, toilet lids and other kitchen and toilet products, and came back to find that the words “MadeInChina†were prominently printed on each product. There are also some consumer goods that are of very good quality. A large number of foreign countries have sold goods to China, but Chinese consumers do not agree. This shows that China's consumer goods are mainly lost in brand recognition. Feng Fei said.
According to the information provided by the Ministry of Industry and Information Technology, the main reasons for this phenomenon are that foreign products have the advantage of quality brand, and second, some products have lower prices abroad. For example, the price of Prada handbags is 56% lower than that of the mainland, and Lancome cosmetics are 40% lower. The absolute price of some similar products abroad is even lower than that of domestic products, such as some milk powder. Also because the overseas consumption environment is superior, consumers believe that the quality and safety of foreign products and technical standards are better than domestic.
Gao Yong, vice president of the China National Textile and Apparel Council, also pointed out that textile products have also undergone structural adjustments, with chemical fiber products accounting for 80%, while previously popular cotton products accounted for only 14%. However, compared with more and more high-end fabrics, the brand building of the textile industry is relatively weak. This is also the focus of the textile industry in the "three products" strategy.
In response to this, the "Opinions" proposed that in order to create a brand, we should mainly do four tasks such as "improving brand competitiveness, cultivating well-known brands, improving brand service system, and promoting brand internationalization." Feng Fei said that the Ministry of Industry and Information Technology will guide enterprises to enhance brand awareness, strengthen the foundation of brand development, enhance product added value and soft power, and promote the transformation of Chinese products to Chinese brands. (Reporter Pang Lixin)
Jersey Fabric,Single Jersey Fabric,Cotton Jersey Fabric,Cotton Single Jersey Fabric
Shaoxing Yihui Textile Co.,ltd. , https://www.yihuitextile.com