by XIN Yuan
China has issued its first major consumption plan since the Fourth Plenum, the Party meeting that guides medium-term policy, setting out measures to better align consumer demand with industrial output as Beijing leans more on domestic spending to support growth.
The plan was issued by China's industry, planning and commerce ministries as part of a broader effort to strengthen domestic demand. It lays out 19 measures and targets by 2027 the creation of three consumption segments worth more than 1 trillion yuan (about US$140 billion) each, ten above 100 billion yuan, and a broader shift in the consumer-goods product mix. By 2030, authorities expect supply and demand to reinforce each other more effectively.
FU Yifu, a policy analyst, said the move reflects a shift away from stimulus-led policies toward letting demand play a bigger role in production decisions.
The plan calls for wider use of new technologies in electric vehicles, home appliances, consumer electronics, textiles, food and green building materials, and for support of flagship products and early-use scenarios. Supply will expand in sports, outdoor and aviation-sports equipment, while interest-driven categories — such as pet goods, animation merchandise and streetwear — will receive added backing. Low-altitude tourism, including drone and light-aircraft sightseeing, will open further under safety rules. Companies are urged to tailor products to children, young consumers and older adults.
Cities are encouraged to promote "first-store" debuts — a format widely used in China for introducing new brands and retail concepts — and to build launch hubs that link online and offline channels.
The push comes as global demand softens and tariff uncertainty rises. At a Nov. 14 meeting, Premier LI Qiang said improving alignment between supply and shifting household preferences is key to sustaining consumption.
Analysts say mismatches persist: a glut of mass-market goods and shortages of premium products, slow supply-side response to new trends, and distribution bottlenecks tied to fragmented standards. Economist SONG Xiangqing said gaps are especially visible in education, healthcare and eldercare.
Fu said the plan's success will hinge on execution, noting that technology upgrades must be applied in real industrial settings, standards must balance safety with companies' capacity to comply, and measures must avoid becoming piecemeal so supply improvements can meet genuine demand.
