On July 2, five departments including the Ministry of Industry and Information Technology released the Action Plan for Digitalization to Help the Consumer Goods Industry “Three Products”. The “Plan” makes it clear that a series of measures will be taken to cultivate a batch of new products, famous products and high-quality products across the country to further release consumer demand and promote the development of consumption.
According to the plan, the Ministry of Industry and Information Technology will launch more innovative products around digitalization to drive consumption upgrades, promote product iterative updates with digital R&D and design, and promote personalized customization and flexible production to reshape new production models. At the same time, it will further improve the quality of existing consumer goods, drive enterprises to improve quality and efficiency through digital transformation, and speed up the construction of a quality traceability system to boost consumer confidence.
In addition, the Ministry of Industry and Information Technology will start from building well-known brands and cultivating new and cutting-edge products, and by 2025, it will cultivate 200 well-known brands with a scale of tens of billions of dollars, and strive to enhance the core competitiveness of my country’s high-quality brands.
New categories are favored to accelerate the release of consumption potential
During the interview, the reporter found that for a period of time, countries and localities have adopted various measures to increase the “variety” of consumer goods, and these new varieties are releasing consumption potential and driving consumption growth.
In the home appliance city of Changxing, Zhejiang, the most popular new product recently is this smart washing and dragging machine, which can navigate and locate the whole house automatically with a click of a mobile phone.
Consumer Li Dingchao：Home hygiene If there is such an AI smart machine that can wash, sweep, and mop the floor, it will be more convenient and faster, and there is no need to disagree about who cleans at home.
Since the beginning of this year, the sales of washing machines have shown rapid growth. Statistics show that the sales of the washing machine industry have increased significantly from less than 100 million yuan in 2019 to 5.6 billion yuan in 2021. In addition, new home appliances such as cooking machines and clothes dryers are also highly sought after by consumers.
With the huge increase in the demand for home eating, all kinds of pre-made dishes have become very popular this year. In this supermarket in Zhengzhou, Henan Province, sweet and sour pork loin, Kung Pao chicken, and pork with plum vegetables… These home-cooked dishes on the table of the common people have now been developed into pre-made dishes.
Su Yi, a citizen of Zhengzhou:You can eat it as soon as you go home, and the price is relatively cheap and delicious.
Not only offline, but online shopping platform reporters learned that nearly 80% of consumers pay attention to new products when shopping. In the first half of this year, more than 300 of the 500 new categories of products promoted by the online shopping platform doubled their performance.
Continuous improvement in quality drives consumption diversification
As consumer demands become more diversified and the digital transformation of enterprises accelerates, the quality of consumer goods in the market is constantly improving, especially the rapid growth in sales of various upgraded commodities.
Affected by the epidemic, camping consumption has been extremely hot this year. In this sporting goods store in Beijing, the reporter saw that many products around outdoor camping are very different from the original.
He Huajie, head of an outdoor sports product company:It looks like a simple kettle, but the lid on it is actually two cups. At the bottom we have a storage box, so that you can easily put it together when you bring tea bags and coffee bags.
Not only water bottles, but also waterproof tents with new materials, multifunctional outdoor tables, and upgraded camping equipment like this have doubled in sales this year. Even traditional products are closer to the individual needs of consumers. In Qingdao, Mr. Ding, a citizen, ordered a washing machine online a few days ago.
Mr. Ding, a citizen of Qingdao:We customized a 13 kg washing and drying machine, which can save a lot of time. We also customized a cool black color, which can be consistent with the decoration style of the home.
Almost at the same time, Mr. Ding’s various demand instructions were passed to the factory.
Bai Xu, manager of a home appliance manufacturer:After the user places an order, the factory receives it in real time, and then intelligently schedules production according to the production capacity of the production line. It takes us up to seven days from order confirmation to finished product delivery.
The relevant person in charge of the Ministry of Industry and Information Technology said that with the improvement of the digital transformation of manufacturing enterprises, many industries such as clothing, home appliances, and food are creating more new consumption scenarios, improving the quality of consumer goods and driving the development of consumption.
He Yaqiong, Director of the Consumer Goods Industry Department of the Ministry of Industry and Information Technology:By 2025, my country will cultivate 200 intelligent manufacturing demonstration factories and promote the application of 300 typical cases of application scenarios, thereby promoting a substantial improvement in the experience of intelligent consumption.
New brands continue to emerge to stimulate consumer demand
In the past, it often took several years or even more than ten years for a new brand to gain a foothold in the market, but now with the accelerated digital upgrade of the manufacturing industry, new consumer brands are emerging at an accelerated pace, leading the market segment and stimulating greater consumer demand. .
In the past few days, Chongqing is holding the first China International Consumer Festival. A total of more than ten new brands have made their debut at the Consumer Festival, covering clothing, cosmetics and other fields. With a precise grasp of the market segment, the new brand has won the attention of a large number of consumers as soon as it is launched.
Chongqing consumers:Today I found out that this brand is very classical, oriental, and has a sense of fashion, which especially attracted me, so I bought its products without hesitation.
In this offline experience store in Shandong, various novel products such as small black box refrigerators, large air conditioners, and small blue box washing machines have attracted many young people to experience them.
Brand designer Qi Hongrui:Young users have their own ideas and needs, so we have launched a refrigerator that can be replaced with skins, allowing users to change different colors and patterns according to their moods.
These products come from a new brand that was created three years ago. Because it can quickly meet the individual needs of young people, this new brand has now served more than three million users.
Jiang Feng, executive director of China Household Electrical Appliances Association:Because intelligent manufacturing can quickly respond to the needs of the market, when the market has a demand, it can immediately be reflected on the manufacturing side to meet such demand. The speed of innovation is accelerating, and new products, new categories and new technologies are constantly being introduced to the market.
Not only home appliances, statistics show that from January to April this year, more than 7,200 camping-related enterprises were established; since this year, the number of pre-fab enterprises has more than doubled.
As the digital transformation of my country’s manufacturing industry accelerates, new brands emerge one after another, and the gap between domestic brands and foreign brands in the field of high-end products is gradually narrowing, especially in the fields of home appliances and textiles, which have entered the camp of world-class brands. .
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