Does China Guide The Return Of Consumption "Not So Simple"?

During the long holidays of the Spring Festival, Chinese tourists have gone to the new standard of Japanese stationery, thermos cups, nail clippers, food, medicine, health care products, cosmetics and so on.

Compared with the durable household appliances such as the smart toilet lid, rice cooker and so on, the products favored by Chinese tourists this year are lower in price and higher in demand, but the same points all have certain brand awareness in the world.

The "big manufacturing country" that exports small commodities to the world has not been able to satisfy the needs of all consumers in the field of daily commodities, and it is thought-provoking.

Chinese tourists outbound love "popcorn" Japan benefits "mainly depends on quality".

According to reports, during the Spring Festival, 6 million Chinese tourists who were leaving the new year had "brushed" a new record of 90 billion yuan consumption abroad.

Take the popular destination Japan as an example. During the Spring Festival this year, visitors to Japan increased by 52% over the same period last year. The sales of duty-free Osaka stores even increased 2.6 times the sales of duty-free goods.

It can be seen that the quality of Japanese made products is recognized by Chinese tourists.

As far as the research and development of medicines and health products are concerned, the design of stationery, the standards and technology made in Japan, still need great efforts to catch up with the domestic manufacturing enterprises.

In addition to the supply of goods, Japan's service supply has also played a strong supporting role in stimulating the consumption of Chinese tourists.

In order to attract Chinese tourists, Japanese businessmen have "started" China's Spring Festival and national day.

Many Japanese retailers not only employ Chinese salesmen, but also introduce unique payment media such as Alipay and WeChat to allow Chinese tourists to "barrier free" consumption.

In addition, the enthusiasm of Chinese tourists in 2015 did not suffer from Japan's "cold butt".

Japanese businessmen and people did "refuse to accept" Chinese tourists, and rarely had "black guides". Compared with some hot tourist spots in China, Chinese tourists experience better tourism in Japan.

In addition, the yen exchange rate is at a low level and the tax-free and tax rebate policy for foreign tourists, Chinese tourists in Japan feel "what to buy cheap, what to buy cheap", Okamoto, flower king and other well-known international commodity manufacturing business performance has greatly increased, "after a fat and greasy year."

Overseas "explosion buy" highlights the need for supply side reform

According to the data of the Ministry of Commerce and the National Tourism Administration, in 2015, outbound tourism in China amounted to 120 million people, spending about 1 trillion and 200 billion yuan overseas, and the number of outbound passengers and consumption ranked first in the world.

Guo Tianyong, a professor at the school of finance, Central University of Finance and Economics, said that with the accumulation of economic development and the deepening of opening up, more people can afford to spend more on outbound tourism.

Zhao Ping, a researcher at the China Council for the promotion of trade, said that it is rich.

There is a higher demand for the quality and brand of the purchased goods. Some domestic small commodity manufacturers can not satisfy such demand in pursuit of quality excellence and brand awareness.

Consumption is an important driving force for economic growth. While revealing the huge purchasing power of Chinese consumers, the consumption outflow reveals the imbalance between domestic commodity supply and consumer demand.

However, the current downward pressure on the economy is huge, and many domestic industries are facing severe problems of overcapacity.

The huge outflow of consumption has made it more difficult to solve excess capacity and cultivate new supply.

In addition, business innovation encountered capital cold winter, many areas of many incubators have been closed down, many traditional manufacturing enterprises have not found effective new growth points after reducing production capacity, it is more difficult to stimulate domestic consumption and guide overseas consumption reflow through new supply.

However, we should also see that although the "consumption upgrading" embodied in overseas explosive buying has highlighted the gap between domestic manufacturing and advanced level, it also reveals the only way for China's manufacturing industry to resolve excess capacity and upgrade industrial structure.

At the executive meeting of the State Council in November 11, 2015, Premier Li Keqiang pointed out that "we must upgrade the consumption needs of the people and promote the upgrading of the domestic consumer goods industry."

Is it not so simple?

In terms of domestic commodity supply and service supply, there is still a long way to go to catch up with the level of developed countries.

Guo Tianyong believes that governments at all levels can deepen their decentralization and optimize their business environment.

We will continue to reduce taxes and fees, reduce production costs of medium and high-end manufacturing enterprises, increase support for technological innovation, and enhance the quality competitiveness and price advantage of domestic commodities.

Zhao Ping said that from the perspective of industrial design to enhance product quality and use experience, marketing positioning.

The international image is the two major way to enhance the competitiveness of China's manufacturing brand in the supply side reform.

Reducing the number of agents, increasing the cost and reducing the cost of circulation is a necessary means to increase the price competitiveness.

"More important is to establish and perfect the social credit system". Guo Tianyong said that there is no place to hide the dishonest producers and operators, forcing domestic producers and operators to improve the quality of products and services, and create a market environment that can make consumers feel relieved and satisfied.

As for imported goods, China has gradually reduced tariffs on imported products after its accession to the WTO. However, the comprehensive exchange rate and other factors such as tax rebates and other overseas tours still have obvious price advantages in overseas sales of high-end goods.

Zhao Ping said that domestic channels represented by cross-border electricity providers are providing more and more imports to Chinese consumers in the form of "short links and low price increases". Under the premise of protecting the rights and interests of consumers, cross-border electricity providers will continue to increase in size, or they can make outbound tourists "happy and easy to return".

Combing reporters found that since the fifth Plenary Session of the 18th CPC Central Committee, the central authorities have been

And frequent efforts on supply side reform.

In less than 4 months, the Executive Council of the State Council has studied and deployed market demand and improved supply for the 6 time.

From 22 to 23 November 2015, the State Council issued a document on two consecutive days, aiming at promoting the supply side reform with "consumption upgrading".

In December 2015, the central economic work conference also explicitly asked, "we must improve the effective supply capacity, create new supply, improve the quality of supply, and expand consumer demand."