Recently, Yan Dong, Vice Minister of Commerce, introduced at the policy briefing of the State Council that from September 2025, the Ministry of Commerce and the Ministry of Finance will jointly launch the pilot of "new consumption formats, new models and new scenarios" (referred to as the "three new" pilots).

After competitive review, 50 cities across the country were selected as pilots. The two departments have guided these cities to refine their implementation plans, determine specific support projects, and allocated the first batch of 8.6 billion yuan of financial funds to promote the development of new consumption.

The State Council briefing will release a blockbuster signal: service consumption has officially become the new main engine of China's economy.

|“ 1+N" combination punch makes service consumption more powerful

Yan Dong, vice minister of commerce, said at the policy briefing of the State Council that he will jointly launch a set of "1+N" policy system with relevant departments to cultivate new highlights of service consumption.

"1": Refers to the recently issued "Work Plan for Accelerating the Cultivation of New Growth Points for Service Consumption" as the general program.

"N": refers to the introduction of more than 10 special support policies around specific industries and in accordance with the principle of "one industry, one policy", covering housekeeping, automotive aftermarket, performing arts, railway + tourism integration, inbound consumption and other fields.

At the same time, it will also closely track the new trend of service consumption to better respond to the urgent needs of the people in areas of people's livelihood concerns such as health and elderly care, cultural tourism and leisure. To put it simply, the state should systematically "upgrade" service consumption, so that the people have a choice, are willing to spend, and spend worthwhile.

|“ Three new" pilots ignite the engine of service consumption

The "three new" consumption pilot (i.e., supporting new formats, new models, and new scenarios) is not only an important starting point for cultivating new growth points for service consumption, but also a high-quality platform that can truly release its potential. Yan Dong, vice minister of commerce, said that its role is mainly reflected in three aspects:

1. Promote scene innovation and leverage social capital

The pilot funds have covered most new areas of service consumption, such as "tourist train transformation" and other projects that integrate commerce, tourism, culture, sports and health; The pilot emphasizes "innovation first", which can effectively attract enterprises and social capital to invest in these new tracks; Moreover, the permanent population of the 50 pilot cities exceeds 480 million, and the total social zero accounts for more than half of the country.

2. Drive the development of the surrounding area and create a replicable model

The pilot cities not only do their own work, but also radiate the surrounding areas; Their exploration in business models, business environment, capital use, etc. will form a number of successful experiences that can be seen and learned; Especially in cultivating new highlights of service consumption, it can provide demonstration for the whole country and accelerate the expansion and upgrading of the entire industry.

3. Strengthen policy coordination and break through institutional blockages

Pilot cities have generally established efficient cross-departmental collaboration mechanisms; This helps tailor more appropriate management rules for emerging integrated formats such as sojourn, automotive aftermarket, and online audio-visual; At the same time, we will promote the implementation of key links such as data sharing and joint supervision, and accumulate practical experience for improving the system at the national level.

More than 60 practical measures to make service consumption good and affordable

Yan Dong, vice minister of commerce, said at the State Council's policy briefing that the next step will be to accelerate the implementation of the "Work Plan for Accelerating the Cultivation of New Growth Points for Service Consumption", and focus on promoting a new plan - the "Action Plan for Improving the Quality of Service Consumption and Benefiting the People".

This plan contains more than 60 specific measures, with two core goals:

improve service quality (such as cultural entertainment, tourism and leisure, sports events, etc.);

Let the people really benefit.

To this end, the Ministry of Commerce will work with relevant departments to work together from both supply and demand: on the one hand, increase the supply of high-quality, diverse and convenient services; While stimulating everyone's willingness to consume through measures to benefit the people. To put it simply, promoting consumption is not only to stimulate the economy, but also to make people's livelihood better.

This action plan is to make the service better, the price more reasonable, and the experience more comfortable, and truly "improve quality" and "benefit the people".

Don't just look at the concept, keep an eye on the track that "can be landed"

For secondary market investors:

Cultural and tourism integration: Pay attention to enterprises with content IP + offline operation capabilities (such as China Youth Tourism, Songcheng Performing Arts, Fengshang Culture).

Automotive aftermarket: For the first time, it has been included in the national pilot, which is good for second-hand car platforms, car modification, and maintenance chains (such as Autohome and Tuhu).

Silver economy & local life: Clear policy support in the direction of community pension, aging transformation, parent-child research and other directions.

For primary markets/entrepreneurs:

The service upgrade of the sinking market is a blue ocean - the 50 cities include a large number of strong second-tier and provincial capitals, with strong demand but insufficient supply.

The asset-light, strong operation, and experience-heavy model is more favored (the government hopes to "four or two thousand catties" rather than pure burning money).

It is recommended to focus on four high-potential tracks: sojourn and health care, outdoor sports, digital entertainment, and community convenience services.

Risk warning: It takes time for policy dividends to be released, and it is difficult to see performance explosion in the short term; Avoid pure theme hype - only projects with real users, repurchases, and cash flow can enter the follow-up support list.