China's relevant local governments and departments will actively promote the quality e-commerce "Five Excellences" initiative, themed around quality promotion, quality innovation, quality selection, quality competition, and long-term quality protection, to shape a healthy competition landscape that emphasizes quality, service, and supply optimization.
Recently, Ministry of Commerce spokesperson He Yadong stated at a regular press conference that good products and good services should be more easily discovered and chosen by consumers, and merchants' investments in quality improvement should receive market returns, thereby further activating the consumer market, creating a virtuous cycle of "quality supply, quality service, quality consumption," and promoting the sustained and healthy development of China's e-commerce.
According to He Yadong, since 2013, China's online retail market scale has consistently ranked first globally, and online consumption has become deeply integrated into people's daily lives. This quality e-commerce "Five Excellences" initiative focuses on deploying 15 specific measures, with "quality" as the key keyword, systematically implementing policies across five dimensions: platforms, merchants, consumers, Silk Road e-commerce, and regulatory standards, to guide the quality upgrade of e-commerce.
It is reported that in September this year, the Ministry of Commerce, the State Administration for Market Regulation, and five other departments jointly issued the Notice on Implementing the Quality E-Commerce "Five Excellences" Initiative, clarifying the principles of combining livelihood improvement with consumption promotion, balancing regulatory development with quality enhancement, and integrating digital technology with the real economy, building a full-chain cultivation system around five major dimensions.
In organizing e-commerce platforms for "quality promotion," the Notice requires strengthening the cultivation of quality e-commerce entities and building a "main battlefield" for quality e-commerce development; leveraging the leading, radiating, and quality science popularization roles of national e-commerce demonstration bases to cultivate a batch of quality benchmark platforms that operate with integrity. It also calls for promoting the transformation of platform rules toward excellence, urging e-commerce platforms to fully implement requirements for rule disclosure and public consultation; pushing e-commerce platforms to continuously optimize product displays and other features to help quality products and services better reach consumers. Additionally, it includes establishing a full-chain quality control system, deepening government data verification empowerment, and promoting e-commerce platforms to use electronic authentication services provided by trustworthy service providers.
In supporting various merchants for "quality innovation," the Notice requires enhancing merchants' quality operation capabilities, deeply carrying out e-commerce activities that benefit the people and enterprises, and holding customized training for small and medium-sized merchants; developing public welfare quality e-commerce courses; guiding local authorities to establish and improve quality management service systems for e-commerce industrial parks and conducting themed training based on merchant needs. It also calls for innovatively developing e-commerce consumer brands to connect more source-quality products directly with consumers; continuing to deepen the digital empowerment of the consumer goods industry's "Three Products" initiative. Furthermore, it includes empowering quality merchants in market expansion, expanding consumer consumption of premium export products, supporting e-commerce service innovation to enhance user experience, and conducting "industrial e-commerce enterprise matching" to form new economic growth points.
In facilitating consumers' "quality selection," the Notice requires building a matrix of quality consumption activities to create a favorable market atmosphere of "selective consumption, worry-free consumption"; around consumption nodes, continuously creating a safe and reassuring online consumption environment. It also calls for creating integrated online and offline quality consumption scenarios, supporting cooperation between e-commerce platforms, brand owners, commercial complexes, and commercial districts to enhance consumers' intuitive perception of quality differences; encouraging online brand owners to open physical stores offline and develop integrated online-offline operation models; and promoting the integration of resources among e-commerce platforms, warehousing and logistics, delivery stations, and express box (cabinet) service providers to improve logistics fulfillment capabilities and delivery timeliness. Additionally, it includes strengthening consumption guidance and financial services, encouraging industry associations to build multi-party collaborative consumption guidance and publicity mechanisms, and encouraging financial institutions to cooperate with e-commerce platforms in a regulated manner to better meet residents' quality consumption needs.
In guiding Silk Road e-commerce for "quality competition," the Notice requires building a favorable ecosystem for e-commerce going global and conducting anti-monopoly compliance guidance for e-commerce going global; promoting overseas platforms to establish a "brand plus quality" dual review mechanism and product traceability system to build a quality defense line for export products from the source. Furthermore, it includes cultivating and promoting "Silk Road Cloud Products" brands and promoting high-level opening up in the e-commerce sector.
In strengthening regulatory standards for "long-term quality protection," the Notice requires improving the e-commerce standards system and promoting standardized and regulated industry development; strengthening standard dissemination and implementation supervision, pushing enterprises to meet standards, and forming a virtuous cycle of "standard leadership—quality improvement." It also calls for collaboratively addressing disorderly and irrational competition, strengthening supervision and law enforcement in the e-commerce sector, cracking down on illegal activities such as fake orders and fake reviews, establishing dialogue and communication mechanisms between e-commerce platforms and small and medium-sized merchants, and promoting win-win development for all parties. It also emphasizes strengthening industry self-discipline, promoting the establishment of national e-commerce industry organizations, advancing the construction of industry self-discipline and standardization systems, and leveraging the bridging role of e-commerce industry organizations at all levels to lead industry quality development.
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