Chongqing Haier Dishwasher Interconnected Factory production site. Xinhua News Agency reporter Wang Quanchao photo
From going abroad to snap up rice cookers and toilet lids to the upsurge of national consumption … … Since the 18th National Congress of the Communist Party of China, China’s consumer goods industry has gone all out to increase varieties, improve quality and create brands. The industrial scale and comprehensive strength have been significantly enhanced, the quality and level of supply have been continuously improved, and the quality satisfaction and brand recognition have been steadily improved, which has made an important contribution to continuously meeting the people’s growing needs for a better life.
Industrial strength has been significantly enhanced.
On September 27th, PICO, a smart wearable device brand owned by ByteDance, released a new VR (Virtual Reality) all-in-one machine in China, which is only equivalent to a can of cola without straps and batteries. The brand-new product experience and content ecology are expected to open the road of VR popularization in China. According to IDC, an international data organization, in the second quarter of this year, PICO ranked among the best in the global VR head-mounted display shipments, and PICO’s goal is to become a leading world-class XR (Extended Reality) platform. IDC data also shows that in the first half of this year, the retail sales of VR market in China exceeded 800 million yuan, up 81% year-on-year.
This is a microcosm of the remarkable enhancement of the comprehensive strength of China’s consumer goods industry. Consumer goods industry is the most direct and closely integrated industry with people’s lives. It is a traditional advantage industry and an important livelihood industry in China, covering all aspects of people’s food, clothing, housing and transportation, education, medical care and health care. Consumer goods industry is also an important part of China’s manufacturing industry, with industrial added value, industrial profit and export delivery value accounting for about a quarter of all industries, and the number of enterprises and employees accounting for nearly 40% of all industries. In the past 10 years, the industrial scale of many consumer goods industry segments has grown rapidly and ranked first in the world.
According to He Yaqiong, director of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, in the past 10 years, the number of enterprises above designated size in China’s consumer goods industry has increased by 23.7%, reaching 172,000, accounting for 38.5% of the national industry; The added value of industry accounts for 27.9% of the national industry, and the operating income and industry profit have increased by 35% and 64.5% respectively in the past 10 years. According to the regulations, the number of employees in enterprises is about 27 million, the level of intelligent development has been significantly improved, and the stability and overall competitiveness of the industrial chain supply chain have been continuously enhanced. There are 150 consumer goods enterprises with a scale of 10 billion yuan in China, and the export of light industry and textiles accounts for more than 30% of the world.
From the perspective of subdivision, China’s position as a light industry power has been continuously consolidated. In 2021, the added value of young industries accounted for 16.9% of the national industrial added value, and exports exceeded 900 billion US dollars; The number of enterprises above designated size increased from 96,000 in 2012 to 116,000, the operating income increased from 17.6 trillion yuan to 22.4 trillion yuan, and the total profit increased from 1.1 trillion yuan to 1.4 trillion yuan; 290 light industry characteristic regions and industrial clusters have been formed, distributed in 24 provinces, accounting for 40% of the total industrial output value of enterprises above the scale of light industry, and have become the pillars of regional economy.
China is also the world’s largest producer, exporter and consumer of textiles and clothing. In 2021, the fiber processing volume of industrial textiles was 19.35 million tons, nearly double that of 2012, accounting for one-third of the total fiber processing volume.
Food industry accelerates high-quality development. In 2021, the operating income of enterprises above designated size in the food industry increased from 8.1 trillion yuan in 2012 to 9.1 trillion yuan, and the annual operating income of a number of key food production enterprises exceeded 100 billion yuan. COFCO ranked among the top five grain merchants in the world, and the leading food enterprises continued to grow and develop.
The supply guarantee capacity of the pharmaceutical industry has been significantly improved. In 2021, the added value of the pharmaceutical industry accounted for 4.1% of the total industry; The operating income was 3.4 trillion yuan, an increase of 80.8% compared with 2012.
Supply quality continues to improve.
Once upon a time, going abroad to buy home appliances became a craze. Nowadays, domestic household appliances are leading the consumption upgrade with innovation. Fang Tai’s latest dishwasher adopts an original new generation of dishwashing technology — — High-energy bubble washing has achieved breakthroughs in five aspects: water flow speed, impact area, stubborn stains peeling, lower energy consumption and sterilization and pesticide residue removal effect; Jiuyang’s latest rice cooker is the industry’s first zero-coating rice cooker, which adopts stainless steel liner and original moisturizing membrane technology to avoid coating peeling and maintain rice taste. As soon as these products went on the market, they kept their sales leading and became innovative products that were "applauded and sold well".
The home appliance industry has a lot to do. In 2021, the operating income of enterprises above designated size in China’s household appliance industry was 1.7 trillion yuan, and the total profit was 121.9 billion yuan, up by 15.5% and 4.5% respectively. The export of the whole industry exceeded US$ 100 billion, a year-on-year increase of over 20%. The products sold well in more than 160 countries and regions around the world, serving more than 2 billion household users around the world. The output of major products such as refrigerators, air conditioners and washing machines accounted for more than 50% of the global total. In the past 10 years, China’s consumer goods industrial enterprises have continuously accelerated the iterative updating of products, created and led consumption upgrades with independent innovation, and met consumers’ multi-level, personalized and high-quality consumption needs.
Every year, the data of "618" and "double 11" show that China’s consumption upgrading trend is obvious. This year’s "618" data shows that new products and high-end quality goods are favored by consumers. Only JD.COM "618" got off to a good start for 4 hours, and the turnover of new home appliances exceeded the whole month of last year. In addition, the trend of home appliances also grew rapidly, and the four-hour turnover of game TV exceeded the whole month of last year; The turnover of embedded air conditioners increased by 300% year-on-year; The volume of ice washing suits increased by more than 6 times year-on-year; The turnover of fresh air air conditioners increased by more than 8 times year-on-year.
In the past 10 years, the quality and level of production and supply of consumer goods in China have been continuously improved. The market size of smart home appliances in China has increased 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 their entry into ordinary people’s homes. Breakthroughs have been made in key components such as high-efficiency inverter compressors and ballpoint pens, 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 the fields of 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 is increasing. Up to now, there are 150 consumer goods brand enterprises with a scale of 10 billion yuan in China, 16 brands have become internationally renowned first-line brands, and 40 sub-categories of consumer goods have well-known domestic brands. Second, China’s consumer goods industry is gradually moving towards the middle and high end, the added value of products is constantly improving, and the industry profit has increased by 64.5% in the past 10 years. Third, the level of digitalization, intelligence and innovation of products has been continuously improved. The smart home appliance market is leading the world, and innovative products such as personalized wearable smart devices and functional clothing are increasing. " Zhao Gang, president of Saizhi Industry Research Institute, said.
Brand recognition has steadily increased.
Domestic brands are accelerating to occupy young people’s shopping carts. Guochao brand-related shoes and clothing, digital products, accessories and accessories, and sports and fitness equipment have become popular choices for young people to buy online. According to the data of Dewu APP, among the consumers of Guochao brand in the whole industry, the proportion of "post-90s" and "post-00s" users is 74%, and in Dewu APP, the proportion of "post-90s" and "post-00s" users who buy Guochao products is as high as 87%. The new generation represented by "post-90 s" and "post-00 s" is injecting new momentum into the development of Guochao brand.
From the pursuit of foreign brands to the rise of national tide, it is a strong proof that the quality satisfaction and brand recognition of consumer goods in China have steadily improved. In the past 10 years, China’s consumer goods industry has made positive progress in intelligent manufacturing, green manufacturing and "internet plus" collaborative manufacturing, and the personalized customization model has been widely promoted. The consistency of clothing, household appliances, shoemaking and other fields with international standards reached 95%, the qualified rate of infant formula food quality sampling remained above 99% for five consecutive years, and the total sales revenue of the top 10 household appliance brand enterprises accounted for nearly 70% of the whole industry. Sports shoes, bicycles and beauty products not only sell well in China, but also become "explosions" overseas, and the recognition of the "national tide" brand by ordinary people has been significantly improved.
"At present, in domestic textile and garment consumption, domestic brands occupy a dominant position, the proportion of original trend brand consumption in brand consumption has increased rapidly, and the awareness, reputation and influence of domestic textile and garment brands have continued to increase." Cao Xuejun, the first inspector of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology, said.
Zhao Gang believes that in the past 10 years, the brand recognition of consumer goods in China has been greatly improved, which is manifested in the internationalization of brands, and brands such as Midea, Gree, Haier and Anta have become internationally renowned brands of consumer goods; High-end brands, in consumer goods industries such as household appliances, textiles and clothing, food and medicine, consumer electronics, etc., the product quality of domestic brands has been continuously improved, and the brand recognition among domestic high-end users has been continuously improved; Brand fashion, Guochao brand is 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 is constantly improving, and the cost performance exceeds that of foreign brands; Product consumption experience is good, domestic brands pay attention to analyzing consumer demand, improve the level of product intelligence and personalization, and continuously improve consumer experience; With a high degree of cultural recognition, the cultural self-confidence of China enterprises has gradually improved, and the products focus on enhancing cultural connotation and advocating China culture, which has been favored by consumers all over the world. " Zhao Gang said.
It is understood that the Ministry of Industry and Information Technology will continue to organize the "Three Products" nationwide series of activities, create 300 "Three Products" strategic demonstration cities, cultivate 200 well-known brands with a scale of 10 billion yuan, and enhance the core competitiveness of China’s high-quality enterprises by building well-known brands, cultivating cutting-edge quality products and shaping regional brands. And fully tap the traditional cultural genes such as China culture, national characteristics, Chinese time-honored brands, enhance the influence of regional brands and added value of products, expand the supply of consumer goods with rich cultural connotations, and strive to meet the growing needs of the people for a better life. (Economic Daily reporter Huang Xin)
