National tide leads consumption upgrade

　　Our reporter Huang Xin

　　From the rush to buy rice cookers and toilet seats abroad to the rising popularity of consumption in the country... Since the 18th National Congress of the Communist Party of China, my country's consumer goods industry has made every effort to increase varieties, improve quality, and create brands. The industrial scale and comprehensive strength have been significantly enhanced, and the quality and level of supply have continued Improvement, quality satisfaction and brand recognition have steadily improved, making an important contribution to continuously meeting the growing needs of the people for a better life.

　　The industrial strength has been significantly enhanced

　　On September 27, PICO, a smart wearable device brand owned by ByteDance, released a new VR (virtual reality) all-in-one machine in China. Its weight without straps and batteries is only equivalent to a can of Coke, a new product experience and content ecology It is expected to open the road to the popularization of VR in China.

According to IDC, the international data agency, in the second quarter of this year, PICO ranked first in the global VR headset shipment rankings, and PICO aims to become the leading world-class XR (extended reality) platform.

IDC data also shows that in the first half of this year, the retail sales of China's VR market exceeded 800 million yuan, a year-on-year increase of 81%.

　　This is a microcosm of the significantly enhanced comprehensive strength of my country's consumer goods industry.

The consumer goods industry is the industry that is most directly and closely integrated with people's lives. It is my country's traditional advantageous industry and an important civilian production industry, covering all aspects of people's clothing, food, housing, transportation, education, medical care and health care.

The consumer goods industry is also an important part of my country's manufacturing industry. The industrial added value, industry profits and export delivery value account for about a quarter of all industries, and the number of enterprises and employees account for nearly 40% of all industries.

In the past 10 years, the industrial scale of many consumer goods industry segments has grown rapidly and ranks among the top in the world.

　　According to He Yaqiong, director of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, the number of enterprises above designated size in my country's consumer goods industry has grown by 23.7% over the past 10 years, reaching 172,000, accounting for 38.5% of the national industry; industrial added value accounted for 27.9% of the national industry, Operating income and industry profits have increased by 35% and 64.5% respectively in the past 10 years; the number of employees in the above-scale enterprises is about 27 million, the level of intelligent development has been significantly improved, and the stability of the industrial chain supply chain and overall competitiveness have continued to increase.

There are 150 consumer goods enterprises with a scale of 10 billion yuan in my country, and the export volume of light industry and textiles accounts for more than 30% of the world.

　　From the perspective of subdivisions, my country's status as a major country in light industry has been continuously consolidated.

In 2021, the added value of young industries will account for 16.9% of the national industrial added value, and exports will exceed 900 billion US dollars; enterprises above designated size will increase from 96,000 in 2012 to 116,000, and operating income will increase from 17.6 trillion yuan to 22.4 trillion yuan. Profits The total amount has increased from 1.1 trillion yuan to 1.4 trillion yuan; 290 light industry characteristic areas and industrial clusters have been formed, distributed in 24 provinces, accounting for 40% of the total industrial output value of light industry enterprises above designated size, becoming the backbone of the regional economy.

　　my country is also the world's largest producer, exporter and consumer of textiles and apparel.

In 2021, the processing volume of industrial textile fibers will be 19.35 million tons, nearly double that of 2012, accounting for one-third of the total fiber processing volume.

　　The food industry accelerates high-quality development.

In 2021, the operating income of enterprises above designated size in the food industry will increase from 8.1 trillion yuan in 2012 to 9.1 trillion yuan, and a number of key food production enterprises will have annual operating income exceeding 100 billion yuan. grow.

　　The supply guarantee capability of the pharmaceutical industry has been significantly improved.

In 2021, the added value of the pharmaceutical industry will account for 4.1% of the total industry; operating income will be 3.4 trillion yuan, an increase of 80.8% over 2012.

　　Supply quality continues to improve

　　Once upon a time, going abroad to buy electrical appliances became a craze.

Today, domestic home appliances are leading consumption upgrades with innovation.

Fangtai's latest dishwasher adopts an original new generation of dishwashing technology - high-energy bubble washing, which has achieved breakthroughs in five aspects: water flow speed, impact area, stubborn stain stripping, lower energy consumption, and sterilization and pesticide residue removal; Joyoung's latest rice cooker is the industry's first zero-coating rice cooker. It uses a stainless steel inner pot and an original water-moisturizing film technology, which not only prevents the coating from falling off, but also maintains the taste of the rice.

As soon as these products were launched, they maintained their sales leadership and became innovative products that were "applauded and popular".

　　The home appliance industry has great achievements.

In 2021, the operating income of enterprises above designated size in my country's home appliance industry will be 1.7 trillion yuan and the total profit will be 121.9 billion yuan, a year-on-year increase of 15.5% and 4.5% respectively; the industry's exports will exceed 100 billion US dollars, a year-on-year increase of more than 20%. Many countries and regions serve more than 2 billion household users around the world, and the output of major products such as refrigerators, air conditioners, and washing machines accounts for more than 50% of the world's total.

In the past 10 years, my country's consumer goods industry enterprises have continuously accelerated the iterative update of products, created and led consumption upgrades with independent innovation, and met consumers' multi-level, personalized and high-quality consumption needs.

　　The annual "618" and "Double 11" data show that my country's consumption upgrade trend is obvious.

This year's "618" data shows that new products and mid-to-high-end quality goods are favored by consumers.

Only JD.com's "618" had a good start for 4 hours, and the turnover of new home appliances exceeded that of the whole month of last year.

In addition, trending home appliances also grew rapidly. The 4-hour turnover of game TVs exceeded that of the whole month of last year; the turnover of built-in air conditioners increased by 300% year-on-year; the turnover of ice washing sets increased by more than 6 times year-on-year; the turnover of fresh air conditioners increased by more than 8 times year-on-year .

　　Over the past 10 years, the quality and level of my country's consumer goods production and supply have continued to improve.

The scale of my country's smart home appliance market has grown from 200 billion yuan in 2016 to 500 billion yuan. New types of home appliances such as dishwashers and sweepers have developed rapidly, and new durable consumer goods have accelerated into ordinary people's homes.

Breakthroughs have been made in key components such as high-efficiency inverter compressors and ballpoint pen heads, innovative products such as wearable smart devices and functional clothing are increasing, and important progress has been made in the research and development of new drugs in areas such as malignant tumors.

　　"The substantial improvement in the supply quality of the consumer goods industry is mainly reflected in three aspects: First, the number of well-known brand enterprises continues to increase. As of now, there are 150 consumer goods brand enterprises with a scale of 10 billion yuan in my country, 16 brands have become internationally renowned first-line brands, and 40 consumer goods. The sub-categories all have well-known domestic brands. Second, my country's consumer goods industry is gradually moving towards the middle and high-end, the added value of products has been continuously improved, and industry profits have increased by 64.5% in the past 10 years. Third, the level of product digitization, intelligence and innovation has continued to improve, and the smart home appliance market The scale is the world's leading, and innovative products such as personalized wearable smart devices and functional clothing are increasing." said Zhao Gang, president of the Saizhi Industrial Research Institute.

　　Brand recognition is steadily increasing

　　Domestic brands are accelerating to occupy the shopping carts of young people.

Shoes and clothing, digital products, accessories, and sports and fitness equipment related to Guochao brands have become popular choices for young people to shop online.

According to the data of Dewu APP, among the consumers of Guochao brands in the whole industry, "post-90s" and "post-00s" users account for 74%. In Dewu APP, "post-90s" and "post-00s" users who buy Guochao products The proportion is as high as 87%.

The new generation of people represented by "post-90s" and "post-00s" are injecting new momentum into the development of Guochao brand.

　　From the pursuit of foreign brands to the rise of the national tide, it is a strong proof that my country's consumer goods quality satisfaction and brand recognition have steadily improved.

In the past 10 years, my country's consumer goods industry has made positive progress in intelligent manufacturing, green manufacturing, and "Internet +" collaborative manufacturing, and the personalized customization model has been widely promoted.

The conformity of clothing, home appliances, shoemaking and other fields with international standards has reached 95%, and the pass rate of infant formula food quality sampling has remained above 99% for five consecutive years. .

Sports shoes, bicycles, and beauty products are not only popular in China, but also become "popular models" overseas, and people's recognition of the "Guochao" brand has increased significantly.

　　"At present, in domestic textile and apparel consumption, domestic brands occupy the main position, the proportion of original trend brand consumption in brand consumption is rapidly increasing, and the awareness, reputation and influence of domestic textile and apparel brands continue to increase." Ministry of Industry and Information Technology Consumer Goods Industry Cao Xuejun, the first-level inspector of the Division, said.

　　Zhao Gang believes that in the past 10 years, the recognition of my country's consumer goods brands has been greatly improved, which is reflected in the internationalization of brands, Midea, Gree, Haier, Anta and other brands have become internationally renowned brands of consumer goods; In consumer electronics and other consumer goods industries, the product quality of domestic brands continues to improve, and their brand recognition among domestic mid-to-high-end users continues to increase; brands are fashionable, and national trendy brands are increasingly becoming the fashion pursuit of emerging consumer forces.

　　The important reason behind this is that the quality of consumer goods has been greatly improved in the past 10 years.

"The quality of domestic consumer goods has been continuously improved, and the price-performance ratio is higher than that of foreign brands; the product consumption experience is good, and domestic brands focus on analyzing consumer needs, improving the level of product intelligence and personalization, and continuously improving consumer experience; cultural identity is high, and the culture of Chinese companies is high. Self-confidence is gradually improved, and products focus on enhancing cultural connotation, advocating Chinese culture, and are favored by consumers around the world." Zhao Gang said.

　　It is understood that the Ministry of Industry and Information Technology will continue to organize and carry out a series of activities for the "Three Grades" nationwide tour. By building well-known brands, cultivating new and cutting-edge products, and shaping regional brands, it will create 300 "Three Grades" strategic demonstration cities, and cultivate 200 well-known brands with a scale of 10 billion yuan. Improve the core competitiveness of high-quality enterprises in my country.

And fully tap traditional cultural genes such as Chinese culture, national characteristics, and time-honored Chinese brands, enhance regional brand influence and product added value, expand the supply of consumer goods with cultural connotations, and strive to meet the growing needs of the people for a better life.