Departmental Interpretation | Opinions on Vigorously Expanding the Consumer Market and Accelerating the Shaping of New Advantages of a Domestic Demand Driven Economy

1、 Background and drafting status of the introduction

Currently, China's economic development is undergoing significant structural changes, shifting from external demand driven to domestically driven by a huge market. From the perspective of our province, economic development is shifting from "export-oriented" to "domestic demand driven", especially under the "reverse pressure" of the Sino US economic and trade friction. We must actively seize opportunities and firmly grasp the strategic initiative of transforming from an "externally oriented" economy to a "domestically driven" economy. In early June, Secretary Liu Jiayi requested the Provincial Development and Reform Commission to do a good job in the "six stabilizations" work, further promote consumption and expand domestic demand, properly respond to Sino US economic and trade frictions, promote long-term positive economic development in the province, conduct in-depth research and analysis, and propose targeted measures and suggestions. To this end, the Provincial Development and Reform Commission took prompt action and, in conjunction with relevant departments such as the Provincial Department of Industry and Information Technology, the Provincial Department of Science and Technology, the Provincial Department of Finance, the Provincial Department of Transportation, the Provincial Department of Commerce, and the Provincial Market Supervision Bureau, established a special working group to concentrate on studying and researching the relevant decisions and deployments of the Party Central Committee and the State Council on promoting the formation of a strong domestic market. They extensively drew on the experience and practices of advanced provinces, cities, and regions such as Jiangsu, Zhejiang, Guangdong, Beijing, Shanghai, and the Guangdong Hong Kong Macao Greater Bay Area, and conducted field research in relevant cities and counties, focusing on topics such as upgrading the consumption structure, cultivating and exploring the domestic market, building a brand in Shandong, transforming the manufacturing industry, driving innovation development, and filling gaps in. On this basis, we adhere to focusing on the present and taking into account the long term, work together from both the supply and demand sides, and connect with existing policy documents such as the "42 Measures" to expand domestic demand and make up for shortcomings. We have put forward 12 policy measures. On July 8th and 15th, the executive meeting of the provincial government and the standing committee meeting of the provincial party committee successively reviewed and approved in principle the "Opinions", which have been officially issued in the name of the provincial government.

2、 Main content of the Opinion

The main text of the Opinion consists of 12 parts.

The first part is to accelerate the cultivation of a new generation of consumption hotspots. At present, the scale of emerging consumption in our province maintains an annual growth rate of over 10%, but its proportion is only about 20% of total consumption, indicating great potential for growth. The Opinion focuses on cultivating emerging consumption hotspots such as medical and elderly care, nursing and elderly care, cultural tourism, information consumption, and home services, and proposes several specific measures. In terms of health care, we proposed to expand the scope of the demonstration pilot area for the combination of health care and medical care, implement the action plan for the construction of "Internet plus Health Care" demonstration province, strengthen the intellectual support of Rehab University and Shandong First Medical University, and build high-level medical industry clusters such as the National Big Data Center for Health Care in the North and Jinan International Medical Science Center. In terms of nursing and elderly care, we will actively develop commercial insurance such as medical, nursing, and elderly care, implement a record keeping system for elderly care institutions, directly register non-profit elderly care institutions, and promote the transformation of qualified public elderly care institutions into enterprises or public-private partnerships. In terms of cultural tourism, 10 counties (cities, districts) in the province will be selected to carry out the creation of "cultural consumption demonstration counties", encourage enterprises to join the Shandong Cultural Benefit Consumption Cloud Service Platform, and support the construction of intangible cultural heritage exhibition and experience centers. Improve the construction of supporting infrastructure such as tourist distribution centers, consultation centers, and public toilets in scenic areas, establish a provincial tourism integrity fund, and achieve full coverage of the pre compensation system for tourism complaints by 2020. In terms of information consumption, it is proposed to deepen the construction of national level information consumption pilot projects in Weifang, Zibo, Jining, and Weihai, as well as national level digital home application demonstration bases in Jinan and Qingdao. Encourage the construction of information consumption product experience centers, technology experience centers, etc., to expand the audience for information consumption. In terms of domestic services, it is proposed to formulate and implement a number of local service standards and norms such as home care, household management, home cleaning, home service training, and home service informatization. For institutions providing community elderly care, childcare, home services, etc., preferential policies for taxes and fees in the community home service industry will be implemented.

The second part is to consolidate and enhance traditional consumption of housing and automobiles. While actively cultivating a new generation of consumption hotspots, considering the fact that traditional consumption such as housing and automobiles still account for the majority of residents' consumption in our province, and on the premise of resolutely implementing national policies, several encouraging policies have been studied and proposed. For example, supporting residents' consumption of self occupied housing, implementing a system of fully decorated commercial residential properties, residential user manuals, and quality assurance certificates. Expand housing rental consumption and extend the scope of housing rental subsidies to newly employed workers without housing who meet the conditions for housing security, as well as migrant workers who have stable employment in urban areas. For example, increasing the renovation and upgrading of old urban residential areas, focusing on the renovation and construction of supporting facilities such as water, electricity, roads, and optical fibers in residential areas. If conditions permit, elevators and parking facilities can be installed. For example, guiding and supporting the construction of new energy vehicle charging infrastructure in new and old residential areas, encouraging cities with conditions to carry out fuel cell vehicle demonstration operations, and supporting the construction of hydrogen refueling stations.

The third part is to cultivate new markets for rural consumption. In recent years, the living standards of rural residents in our province have continuously improved, and rural consumption has grown rapidly, becoming an important force in expanding consumption. In order to further leverage the important support and leading role of rural consumption demand in rural revitalization and the transformation of old and new driving forces, the Opinion proposes four policy measures. One is to accelerate the construction of rural infrastructure. Implement the financial reward and subsidy policy for rural public welfare undertakings, and adopt a reward instead of subsidy approach to support and guide localities in promoting the popularization of sanitary toilets in rural areas where conditions permit. Within three years, the provincial finance department will allocate a total of 15 billion yuan to build and renovate 34000 kilometers of rural roads. The second is to launch a new round of "car to rural areas". Conditional cities can provide subsidies for rural residents to scrap tricycles and purchase trucks weighing 3.5 tons or less, as well as passenger cars with a displacement of 1.6 liters or less. The third is to optimize the rural logistics distribution network. Support Zibo, Yantai, and Weifang to carry out national pilot projects for efficient urban-rural distribution, encourage e-commerce enterprises to lay out and construct rural e-commerce distribution end outlets, and connect the "last mile" of rural consumption. The fourth is to strengthen the role of agricultural insurance protection. Expand the scope of pilot counties for agricultural disaster insurance from 20 to 50; The provincial finance will provide subsidies to the characteristic agricultural product insurance types subsidized by the government in cities and counties through the method of rewards instead of subsidies.

The fourth part is to guide overseas consumption to flow back. At present, the annual overseas consumption in our province is about 30 billion US dollars, accounting for more than 10% of the total consumption expenditure of residents in the province. According to calculations, if one-third of our province's overseas consumption flows back, it will drive consumption growth by about 2 percentage points. In order to improve the quality of supply of consumer goods and services, and reasonably guide the return of overseas consumption, the "Opinions" have proposed several incentive policies. For example, supporting the establishment of duty-free shops in international airports, seaports, and cruise homeports that meet the conditions, and introducing enterprises with qualifications for operating imported duty-free goods to settle in Shandong. Organize and implement the "same line, same standard, same quality" action for internal and external sales products, strengthen the testing and enterprise certification of "three identical" products, build an online and offline "three identical" brand promotion network, and reduce consumption "spillover". Actively introducing international high-end education and medical resources, supporting regions with conditions to adopt forms such as cooperative education and medical services, setting up branch offices, etc., building a number of education and medical cooperation brands, and guiding the return of high-end service consumption.

第五部分，大力开拓省外市场。在外部市场受到严重挤压的情况下，大力开拓内销市场、提高经济抗风险能力比以往任何时候都要重要。当前，我省在开拓内销市场方面还存在着营销体系不完善、营销手段单一、产销对接不畅等问题。针对这些问题，《意见》提出了两方面政策措施。一方面，加大山东产品营销力度。组织实施“山东名品进名店”行动，扩大山东产品在中高档销售渠道的比重；支持龙头企业联合产业链上下游中小企业拓展国内市场；做精做强展会经济，加大对重点品牌展会的培育扶持力度，3年内打造5-8个在全国具有较强影响力的展会品牌。另一方面，建设现代化流通体系。支持省内有条件的企业在全国重要流通节点城市建立物流基地、分拨中心等仓储配送网络；依托济南、青岛、临沂等物流节点城市和国家级示范物流园区，打造集商品仓储、物流配送、信息发布于一体的采购分销中心；引进国内外大型零售企业在山东设立采购和物流中心，将更多山东产品纳入其采购网络。

第六部分，提升“好品山东”影响力。品牌建设是培育拓展国内市场、打造竞争新优势的关键抓手。当前，我省在品牌建设方面明显存在“三少一低”现象：商标和品牌总量少，全省每100家企业平均拥有36.7件商标，出口产品自主品牌仅为15%左右；高端品牌数量少，全球最具价值品牌500排行榜中我省仅海尔1家入围，中国最具价值品牌500强榜中我省40个，仅为北京的43%、广东的44%；新兴行业品牌少，信息、医药、金融、物流等领域品牌与先进省市相比差距依然较大；品牌创建与利用水平低，企业依托品牌拓展国内外市场、整合产业链、提升价值链等方面的能力不足。面对市场竞争加剧、消费升级加速、品质需求提升的新形势，必须以更严标准、更高质量、更优品牌，增强国内外市场竞争力。为此，《意见》提出了若干对策措施：实施百年品牌企业培育工程，引进国际知名品牌策划营销公司，指导企业制定品牌战略规划。实施质量提升“百千万”三年行动计划，推动100家国内知名品牌企业与国际质量对标、1000家重点企业导入卓越绩效管理、10000家中小企业引进先进的质量管理方法。加快国家标准化综合改革试点省建设，制定出台企业标准“领跑者”管理办法，建立标准云平台，加强“团体标准”建设，推动与国际标准组织、国外标准机构合作，提升标准化水平。

第七部分，实施基础设施补短板专项行动。加快推进重大基础设施建设，提高基础设施发展质量，既是扩大国内有效需求、应对外部风险的必要手段，也是推动经济高质量发展的重要支撑。因此，我们在《意见》中提出在交通、水利、信息、能源、市政等基础设施建设方面安排一批重大补短板项目，确保2019年完成投资1万亿元，其中基础设施补短板项目3300亿元。铁路方面，加快鲁南高铁等10个在建项目建设，力争新开工济郑、鲁南高铁菏泽至兰考段等5个高铁项目。公路方面，加快青兰高速泰安至聊城段等27个在建项目建设，新开工济南至高青等5个项目。机场方面，2020年起，省级联合市县政府共同出资，三年内支持省机场集团设立500亿元机场建设发展基金。港口方面，组建省港口集团，在港口资源整合中，保障港口企业所在市税收分成不变。城市轨道交通方面，投资270亿元，加快济南、青岛城市轨道交通建设。水利方面，加快推进老岚水库前期工作，开展南水北调胶东续建、南滨海调水、沂沭河洪水资源利用等骨干水网工程论证建设。5G基础设施方面，加快济南、青岛、烟台等核心城市和重要节点城市5G基站等网络基础设施建设，2020年底前实现设区市城区重点区域5G网络连续覆盖。能源设施方面，加快“外电入鲁”输电工程建设，实施光伏发电示范工程，打造海上风电、沿海核电和沿海LNG进口三大基地，启动首批海上风电融合发展试点示范项目。市政基础设施方面，全面推进城镇生活污水收集处理设施、城市排水管网、综合管廊、生活垃圾无害化处理设施等项目建设。

第八部分，激发企业投资活力。在当前经济下行压力持续加大的背景下，不断激发企业特别是民营企业投资活力，切实稳住投资“大盘”，是扩大国内有效需求，保持经济运行在合理区间的必要手段。针对企业中存在的“不敢投、不会投、不愿投”的现象，《意见》提出了五条政策举措：一是建立吸引民间资本投资重点领域项目库，定期发布项目推介清单，鼓励民间资本以股权方式参与项目建设运营。二是加快国有资产资本化、证券化，支持以新设企业、出资入股、增资扩股、股权置换、债转股等形式，引进高质量战略投资者。三是实施企业成长“护航”计划，每年从全省遴选200家“四新”企业和“十强”产业企业，纳入资本市场后备企业资源库，优先支持在境内外各类资本市场上市挂牌融资。四是组织申报一批投资规模大、技术水平高、带动能力强的重大项目，申请国家支持能耗单列，有效缓解能耗指标约束，促进重大项目落地。

第九部分，实施“卡脖子”关键共性技术攻关行动。当前，我省产业升级面临的技术瓶颈制约较多，高端装备制造关键零部件90%以上依赖进口，信息技术产业“缺核少芯”问题比较严重，有的关键元器件因美国出口管制难以短时间弥补。为此，《意见》提出，主动对接国家科技重大专项和重点研发计划，力争在云计算装备、生物酶、新材料等领域承担一批关键技术攻关项目，在量子通信和量子计算机、脑科学和类脑研究、种业等领域牵头或参与实施“科技创新2030”重大项目，力争两年内新突破掌握一批重大关键技术和产品。

第十部分，加大社会资本及高端人才科技研发转化激励力度。这一部分是《意见》最富有含金量的内容，较以往有了更大创新和突破。一是鼓励社会资本加大科技研发投入，对形成的成果可按所有权享有相应股权，具体比例按合同执行；对成果在鲁转让的，给予社会资本方奖励，奖励金额不低于其转让收入已缴纳的所得税地方留成部分。支持社会组织设立基础研究基金会，通过接受社会捐赠、设立联合基金等方式筹集基础研究经费，企业用于资助联合基金的社会捐赠支出，依法依规实行税前扣除。二是对在鲁实现科研成果转化的境外高层次创新人才、国内领军人才、入选省级以上重点人才工程的人才给予资金奖励，奖励金额不低于其在鲁缴纳的个人所得税地方留成部分。三是对各类人才及其团队的科研成果实现在鲁转让的，给予资金奖励，奖励金额不低于其转让收入已缴纳所得税地方留成部分。

第十一部分，做强“山东制造”。《意见》研究选取了当前受外部冲击较大，但有较好基础的高端石化、电解铝、轮胎、纺织服装、造纸、轨道交通装备、高端数控机床、海工装备、现代医药、新材料等10大制造业行业进行重点培育，力争用3—5年时间，打造形成世界级优势产业集群，为制造业强省建设提供坚实支撑。

第十二部分，打响“山东智造”。对于山东这样的制造业大省而言，加快传统产业数字化、智能化改造升级既是新旧动能转换的重点，也是关键所在。《意见》围绕实施“智慧赋能”工程、加快推进“现代优势产业集群+人工智能”，提出了一批富有含金量的政策措施。比如，对新确定的省级大数据产业集聚区，在数字山东专项资金中给予不少于 500 万元支持；对新认定的国家级大数据综合试验区、产业集聚区，给予最高 3000万元支持。对首次进入全国电子信息百强、软件百强、互联网百强的企业，在数字山东专项资金中给予300万元一次性奖补。