Aim at rural consumption, expand capacity and upgrade

China's rural consumption has increased rapidly in recent years, and the consumption structure has also undergone major changes, which has become an important force to support consumption growth and improve the contribution rate of consumption to economic growth. During the 13th five-year Plan period, it is necessary to accurately grasp the direction of upgrading rural consumption, tap and release the new potential of consumption, and promote "capacity removal" and "destocking" with the expansion and upgrading of consumer demand, so as to add impetus to economic growth.

The present situation and potential of rural consumption

In recent years, rural consumption has shown a rapid growth trend. On the one hand, the growth rate of rural consumption is higher than that of cities and towns for several years in a row. With the rapid growth of farmers' income, the purchasing power and consumption willingness of rural residents have increased significantly. From 2010 to 2015, rural consumption increased significantly every year. In 2015, retail sales of rural consumer goods totaled 4.2 trillion yuan, accounting for 13.9% of the total retail sales of consumer goods. On the other hand, the rural structure is upgrading rapidly. Rural consumption is moving forward from survival consumption to development consumption, and the proportion of consumption of residential, entertainment and other services is increasing. At the same time, there are many bright spots in rural consumption. Information, online shopping, tourism and leisure are becoming new hot spots of rural consumption.

Compared with cities and towns, the consumption level of rural residents is still low. The gap is potential. As the per capita disposable income of rural residents breaks through the 10,000 yuan mark, the expansion and upgrading of rural consumption will be accelerated. According to the growth trend of rural consumption during the 12th five-year Plan period and with reference to the changing law of urban consumption structure, home appliances, automobiles, housing, information, healthy old-age care, tourism, culture, catering and entertainment will be the greatest potential and upgrading direction of rural consumption expansion in the next five years. First, the consumption of household appliances will be expanded and upgraded. The "expansion" mainly comes from the rural poor, low-income families and agricultural transfer population, whose current ownership rate of household appliances is relatively low. With the implementation of the state's policies on poverty alleviation, strengthening farmers and rich peasants and the new urbanization strategy, the consumer demand for household appliances will be effectively released. The "upgrade" comes from the first affluent peasant families in the eastern developed regions or the central and western regions, who owned household appliances earlier, and have now entered the stage of upgrading and upgrading of household appliances. According to preliminary estimates, the demand for household appliances in these two areas will increase significantly by 2020 compared with 2014. Second, automobile consumption has entered a rapidly rising channel. Third, housing consumption remains exuberant. The space for the growth of rural housing consumption during the 13th five-year Plan period mainly comes from three aspects: the improved demand, the relocation and resettlement of the poor and the demand for urban housing of the agricultural transfer population. Fourth, the development of information consumption is accelerated. With the development of information technology and Internet, all kinds of mobile intelligent terminals accelerate to enter the rural market, and bring the rapid growth of information consumption such as smart phones, Internet access traffic, e-commerce and so on. Fifth, the scale of consumption of healthy old-age care and child care is growing. With the acceleration of urbanization, the demand for nutrition, education, health, recuperation and care for the elderly and children in rural areas will become increasingly strong. Sixth, tourism culture, catering and entertainment consumption continues to heat up.

Comprehensive measures to break through the bottleneck

In order to transform the huge demand potential in rural areas into real consumption, comprehensive measures must be taken to improve the purchasing power of farmers, improve the conditions of rural consumption facilities and optimize the rural consumption environment.

Increase the income of farmers through various channels and improve the consumption capacity of rural areas. Farmers' income is an important prerequisite for expanding rural consumption. Efforts should be made to promote the sustained and rapid growth of farmers' income. First, it is necessary to deepen the reform of the rural land system and increase farmers' property income. Second, we should vigorously develop the "mass entrepreneurship and innovation" in rural areas and enhance farmers' ability to start a business and increase their employment income. We will support the construction of rural mass entrepreneurship and innovation demonstration parks and mass entrepreneurship and innovation incubation platforms, and improve the public service system for supporting the mass entrepreneurship and innovation Initiative. We will support the promotion of farmers' entrepreneurial mentor system and provide farmers with accessible and efficient entrepreneurial employment guidance. For small and micro enterprises set up by migrant workers returning home, enterprise income tax shall be reduced, value-added tax, business tax and various administrative charges shall be exempted. Third, it is necessary to tap the internal income potential of agriculture and increase the operating income of farmers' families. To adapt to the upgrading of the consumption structure and diversified and personalized consumption needs of urban and rural residents, support farmers to apply advanced agricultural technology and the development model of "Internet + Modern Agriculture", transform and upgrade the whole agricultural industrial chain, and develop high-quality and efficient agriculture, improve the supply quality of agricultural products and the comprehensive efficiency of agriculture. Fourth, it is necessary to increase financial support and improve farmers' financial transfer income.

We will strengthen the construction of public facilities in rural areas and improve the hard environment for rural consumption. The imperfection of rural public infrastructure is an important factor restricting the expansion of consumption. Strengthening the construction of rural public facilities can create a better external environment for rural consumption. First, it is necessary to improve rural water circuit communications and other infrastructure networks. We will implement a new round of rural power grid transformation and upgrading projects, such as the safety of drinking water in rural areas, the transformation and upgrading of rural roads, and broadband access to villages and households, and improve rural water circuits, communications and other pipe networks, improve the grade standards of rural roads, the stability of power supply, the convenience of water supply and the popularization rate of household Internet. Strengthen the construction of rural logistics facilities and improve the rural logistics distribution network. Second, it is necessary to accelerate the construction of public service facilities in rural areas. We will continue to implement the renovation project for primary and secondary schools in rural areas and strengthen rural medical and health, culture and sports and other infrastructure. Popularize and apply the PPP model, attract social capital, and build rural pension service facilities.

We will improve relevant systems and policies and optimize the soft environment for rural consumption. Soft environment such as system, policy and credit is an important support for rural consumption. Optimizing the soft environment of rural consumption can create good conditions for the release of huge consumption in rural areas. First, we should optimize the institutional environment. Relax the relevant restrictions on the entry of social capital into rural infrastructure and public utilities, reduce the logistics, taxes and fees and other costs of rural chain operation, deepen the reform of supply and marketing cooperatives, and create a comprehensive service platform for urban and rural communities. Second, we should optimize the policy environment. In accordance with the requirements of equalization of basic public services in urban and rural areas, we will increase public financial support to rural areas, further improve the new rural cooperative medical system, and establish a unified old-age insurance system for residents in urban and rural areas. gradually improve the reimbursement of rural medical insurance, old-age security and the level of minimum security. We will implement targeted poverty alleviation and increase assistance and support to the poor. Third, optimize the credit environment. We will strengthen the governance of the rural market, improve the market supervision system, step up efforts to crack down on fake and shoddy rural consumer markets and "shanzhai" and other infringing and counterfeit products, and ensure that qualified and high-quality products enter the rural market. maintain the order of the rural consumer market and the legitimate rights and interests of rural consumers. In addition, pilot projects of green consumer credit in rural areas can be carried out to guide farmers to buy energy-saving and environment-friendly cars.