Pushing Forward The "Quality Revolution" And Promoting The Pformation Of Chinese Products To Chinese Brands

The R & D intensity of large and medium-sized enterprises increased by more than 10% per year; light industry,

The international standard of product standards were increased by 10 percentage points respectively. By 2018, the degree of conformance between the major consumer goods areas and international standards reached over 95%; in 2020, the proportion of high-end consumer goods increased.

Additional value

Influence and consumer recognition are constantly improving.

A few opinions issued by the general office of the State Council on the launching of the "three products" special action in the consumer goods industry to create a good market environment have clearly put forward the objectives and roadmap for the special action of "three products" in the consumer goods industry in the next 5 years.

What is the purpose of implementing the "three products" special action? What are the innovations of the opinion on the main tasks and safeguards?

Pushing forward the "quality revolution" and promoting the pformation of Chinese products to Chinese brands

"At present, there are more than 100 kinds of products in China's consumer goods, ranking the first in the world. Home appliances, shoes, cotton spinning, chemical fiber, clothing and so on account for more than 50% of the world's total, and light industry and textile exports account for more than 30% of the world's total.

Feng Fei, Vice Minister of the Ministry of industry and commerce, said that with the intensification of international competition and the weakening of cost advantage, the structural contradictions of China's consumer goods industry, such as large scale and insufficient effective supply, strong manufacturing capacity and insufficient innovation capability, are highlighted.

In particular, in recent years, some consumption flows abroad, reflecting the fact that the effective supply capacity and level of China's consumer goods industry are difficult to adapt to the problem of consumption upgrading.

"We must improve the supply of consumer goods as the main direction and long-term measures, take the initiative to reduce inefficient and low-end supply capabilities, actively expand effective and high-end supply capabilities, and better meet the needs of people's consumption upgrading."

Feng Fei pointed out that the "opinion" takes the "three products" strategy as the starting point, covering light industry, textile, food, medicine and consumer electronics industries, and clearly proposes 12 tasks in three aspects: increasing varieties, improving quality and creating brands.

First, increase varieties.

It supports enterprises to deeply tap user needs, adapt and guide the trend of consumption upgrading, strengthen innovation in product development, design, product packaging, marketing and other aspects, actively carry out personalized customization, flexible production, enrich and refine consumer products, and promote the pformation of Chinese manufacturing to China.

The two is quality.

Cultivate and carry forward the craftsman spirit of excellence, promote the "quality revolution" based on mass consumer goods production, and take the road of "quality win" and "quality powerful nation" to promote the acceleration of Chinese manufacturing to quality manufacturing.

It mainly includes 4 tasks: international benchmarking, strengthening quality management, promoting quality inspection and certification, ensuring the supply of medicines and high quality raw materials.

The three is brand creation.

Guide enterprises to enhance the added value and soft power of products, and promote the pformation of Chinese products to Chinese brands.

It mainly includes 4 tasks: improving brand competitiveness, cultivating famous brands, improving brand service system and promoting brand internationalization.

The introduction of punitive huge compensation and other legal systems to prevent bad money from banishing good money.

According to reports, in recent years, some consumption flows to overseas, a large part of which are made in China.

In fact, China is not completely lost in manufacturing capacity, but rather lost in quality, variety and brand, and has lost more in the market environment.

Therefore, it is the government's focus to create a good market environment and use the market mechanism to solve the problem of high-end supply in the consumer goods industry.

Feng Fei said that the "opinion" proposed to create "two environment", one is to create a good business environment.

The key is to abolish the regulations and practices that interfere with the national unified market and fair competition, to stop and correct illegal regulations, discriminate prices and purchase specified products and services, to maintain fair competition in the market order, strictly implement the recall system for defective products, to discover, expose and punish quality violations in a timely manner, standardize the orderly development of e-commerce platforms, and crack down on illegal business activities in the field of e-commerce.

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The two is to create a good consumption environment.

"To a certain extent, the consumer environment is more important."

Feng Fei said that at present, a lot of high quality and high price commodities, even fake and shoddy products, are constantly in the market, which severely dampen consumption and expand domestic demand, and even damage the overall consumption environment and reduce consumer confidence in domestic products.

The opinions clearly put forward that we should increase the protection of intellectual property rights, crack down on violations of intellectual property rights and the legitimate rights and interests of enterprises, crack down on illegal activities such as production and sale of counterfeit and shoddy commodities, prevent bad money from banishing good money, promote the establishment and improvement of "blacklist" of consumer goods enterprises, and punitive huge compensation, and carry out special actions to crack down on the production and sale of counterfeit and shoddy consumer goods in small and medium-sized cities and rural markets.

In 2018, the conformance of major consumer goods and international standards reached over 95%.

"Raising standards is another aspect of what the government can do."

Feng Fei pointed out that considering the diversity of domestic consumption levels, there is a gap between China's current mandatory and recommended national standards and those in developed countries.

But we should also see that some gaps are not the problem of manufacturing capacity, and their export commodities are completely in line with high standards abroad.

We should take the lead in putting safety and environmental protection standards into practice.

To this end, the opinions put forward that the key consumer goods enterprises should be guided to produce according to the international advanced standard organization, carry out benchmarking with foreign high-end consumer goods, and promote the integration of domestic consumer goods standards with international standards. By 2018, the degree of consistency between the major consumer goods areas and international standards reached over 95%.

Wang Shicheng, vice chairman of the China Light Industry Federation, said that at present, the degree of consistency between China's light industry and international standards is 87%, and it is confident that it will rise to more than 95% in 2018.

Gao Yong, vice president of China Textile Federation, said that as the main export of China, the textile industry and international standards are highly consistent.

Many of the "opinions" have been carefully worded.

Gao Yanmin, director of the consumer goods industry division of the Ministry of industry and commerce, for example, said that "adopting reasonable pricing and differentiated development strategies to integrate channel resources and improve the price performance of brand products" is to remind enterprises that while improving standards, quality and brand gold content, we must not forget that the cost performance is still the core competitiveness of China's manufacturing, and Chinese enterprises still need to write articles on good quality and low price.