What happened
China's Ministry of Commerce and eight other departments jointly issued guidelines to stimulate county-level consumption, introducing 18 measures to upgrade consumption channels and improve supply of goods and services in counties.
Agricultural product consumption is highlighted as a key lever for expanding county consumption, given its role in both increasing farmers' income and meeting urban and rural residents' daily needs.
The share of county and township consumption in total retail sales of consumer goods has been steadily rising, making it an important growth pole for expanding overall consumption.
Why it matters
Agricultural products are a fundamental part of county consumption, with high purchase frequency and large market size, serving as a basic guarantee for people's livelihoods.
High-quality specialty agricultural products flowing to urban markets through county distribution networks can boost agricultural value and attract urban consumption back to rural areas, creating a virtuous cycle of urban-rural consumption interaction.
Addressing bottlenecks such as uneven logistics networks, high circulation costs, and insufficient cold-chain infrastructure in remote villages is crucial for unlocking the full potential of county consumption.
Key facts
The guidelines include 18 measures to boost county consumption, focusing on upgrading consumption channels and improving supply.
From January to July, online retail sales of agricultural products nationwide increased by 12.8% year-on-year, much higher than the 2.4% growth in rural retail sales.
Agricultural product consumption is shifting from traditional markets to new scenarios like culture, tourism, sports, science, and intangible cultural heritage.
What to watch next
Implementation of measures to improve county-town-village commercial networks and extend logistics to remote villages, aiming to reduce distribution costs and improve efficiency.
Progress in brand building for agricultural products, including regional public brands and quality-based pricing mechanisms, to enhance farmers' income and product value.
Development of new consumption scenarios integrating agriculture with tourism, study tours, and e-commerce, which could further expand the growth boundaries of agricultural product consumption.