China’s 18-Measure “Tech-Driven Commerce” Opinion: Where Foreign Consumer Brands Fit
- Nine departments led by MOFCOM issued the Tech-Driven Commerce Opinion on 13 October 2026, published on 19 October with 18 specific measures.
商务部等 9 部门于 2026 年 10 月 13 日印发《关于加快推进科技兴商的意见》，10 月 19 日对外发布，提出 18 条具体举措。- It is the first comprehensive, systemic document built around the theme of technology driving commerce.
这是首份以”科技兴商”为主题的综合性、系统性文件。- Four blocks cover goods consumption, services consumption, distribution chains and future retail scenarios.
四大板块分别覆盖商品消费提质、服务消费扩容、商贸流通链条畅通与未来商业场景塑造。- Six supporting areas run from standards and infrastructure to safety oversight, R&D translation, talent and fiscal-financial support.
六方面环境支撑涵盖标准体系、基础设施、安全监管、研发转化、人才培养与财政金融。- The fiscal and financial element is directional; concrete subsidies and funding must await supporting rules.
财政金融支撑属方向性表述，具体补贴与资金安排须待配套细则，不宜据此推定企业可自动获得支持。- Services and culture-tourism applications give foreign consumer brands a second entry point beyond product sales.
服务消费与文旅应用场景，为外资消费品牌在商品销售之外提供了第二条参与路径。- Distribution measures point to smart warehousing, logistics equipment and unmanned delivery.
流通链条举措把智能仓储、物流装备与无人配送摆到了投资主题的位置。
China’s 18-Measure “Tech-Driven Commerce” Opinion: Where Foreign Consumer Brands Fit | 2026 年”科技兴商”18 条意见：外资消费品牌的参与空间
Overview
On 13 October 2026, nine departments led by the Ministry of Commerce issued the Opinion on Accelerating Technology-Driven Commerce. It was released on 19 October, together with a briefing at the State Council Information Office. The document sets out 18 measures and is described as the first comprehensive, systemic paper organised around technology driving commerce.
The breadth of the issuing group is part of the message. The briefing was addressed by Assistant Minister of Commerce Yuan Xiaoming, Wei Wei of the Ministry of Industry and Information Technology, Meng Yue of MOFCOM’s Department of Market System Development, and Zhou Hanping of the Ministry of Culture and Tourism.
For foreign consumer brands, the practical question is not what the document requires — it is an opinion, not a set of penalties — but where a non-Chinese brand, retailer or service operator can plug into the four blocks it describes, and which parts remain directional.
Key developments in 2026
Four blocks. The measures are grouped into technology upgrading goods consumption, expanding services consumption, smoothing distribution chains, and shaping future commercial scenarios. Each block mixes supply-side capacity building with demand-side scene creation.
Goods: more intelligent products, more flexible production. The first block centres on an “AI plus manufacturing” special action to enrich the supply of smart goods — smartphones, computers, home products, wearables and robots. It also promotes flexible manufacturing, production on demand, user-direct manufacturing and personalised customisation. The emphasis is on shortening the distance between a consumer’s specification and the factory line that fills it.
Services: platforms, catering and culture-tourism scenes. The second block promotes smart housekeeping platforms, the digital transformation of catering, pilot applications of “AI plus culture and tourism”, and immersive audio-visual formats in business districts, entertainment, tourism, education and training. This is where a service brand, experience operator or content provider has the most room to participate.
Distribution: warehouses, equipment, unmanned delivery. The third block launches a special action on digital and intelligent supply chains, naming smart multi-storey warehouses, smart logistics equipment, unmanned delivery and integrated warehousing-distribution-transport operations. It also covers wholesale and retail upgrading and a quality e-commerce ecosystem.
Future scenarios: intelligent, green, integrated. The fourth block frames future commercial formats as intelligent, green and integrated — a framing, not a project list.
Six supporting areas, one of them financial. The document sets out six environment-building areas: standards, infrastructure, safety oversight, R&D translation, talent, and fiscal and financial support. The last is the one foreign brands read first, and the least certain of the six. Concrete subsidies and funding arrangements must await supporting rules; nothing in the opinion confers an entitlement to a specific incentive.
Why now: the numbers cited at the briefing. The fifth national economic census counted close to 56 million self-employed businesses in wholesale and retail, accommodation and catering alone. The core AI industry was worth more than RMB 1.2 trillion in 2025, and by the end of June 2026 there were more than 6,600 AI enterprises. Smart glasses sales on major platforms grew 1.1 times in January–September 2026. In the first half of 2026, large cultural and related enterprises reported revenue of RMB 7.2 trillion, of which 16 sub-categories of new cultural formats accounted for RMB 3.52 trillion, up 9.6% year on year — five percentage points faster than the sector as a whole.
Practical implications for foreign businesses
- Map products to the smart-goods list. Smartphones, computers, home products, wearables and robots are the categories singled out for supply expansion. A brand whose China portfolio sits in those lines has a clearer story about local customisation and flexible supply.
- Treat services as a separate entry point. Smart housekeeping, catering digitalisation, culture-tourism pilots and immersive formats are open to experience operators and content owners, without a manufacturing footprint.
- Watch the distribution layer as an investment theme. Smart warehouses, logistics equipment, unmanned delivery and integrated operations are where the document points capital — and for consumer brands, also a supplier map.
- Read “fiscal and financial support” as a placeholder. The area exists in the document; the instruments do not yet. Budgets, eligibility and application windows will come from supporting rules, and planning should keep that line unfunded until they do.
- Use the numbers for context, not forecasts. The census, AI industry and cultural-sector figures explain why the policy exists. They are not projections of what any single brand will sell.
Related reading
- MOFCOM’s policy release page for the full text: https://www.mofcom.gov.cn/zwgk/zcfb/art/2026/art_787f0441da1f4c0e8b5bad10118247f3.html
- China News Service report on the briefing and the 18 measures: https://m.chinanews.com/wap/detail/cht/zw/10717362.shtml
- Legal Daily report on the 19 October briefing: https://www.legaldaily.com.cn/index/content/2026-10/19/content_9474912.html
Sources
- Ministry of Commerce — full text of the Opinion (Shang Jian Han No. 551 of 2026): https://www.mofcom.gov.cn/zwgk/zcfb/art/2026/art_787f0441da1f4c0e8b5bad10118247f3.html
- China News Service — briefing report covering the 18 measures and four blocks: https://m.chinanews.com/wap/detail/cht/zw/10717362.shtml
- Legal Daily — report on the 19 October 2026 briefing: https://www.legaldaily.com.cn/index/content/2026-10/19/content_9474912.html
- China Youth Network — briefing figures including 1.1-fold growth in smart glasses sales: https://news.youth.cn/hotnews_41880/202610/t20261020_16923261.htm
2026 年”科技兴商”18 条意见：外资消费品牌的参与空间
概述
2026 年 10 月 13 日，商务部等 9 部门印发《关于加快推进科技兴商的意见》，10 月 19 日对外发布，并在国务院新闻办举行发布会。文件提出 18 条具体举措，被称为首份以”科技兴商”为主题的综合性、系统性文件。
发文部门的广度本身就是信息的一部分。一份同时触及制造、服务、物流与未来零售形态的文件，显然不是单个部门能够独立完成的；发布会的人员安排也印证了这一点：商务部部长助理袁晓明、工业和信息化部科技司司长魏巍、商务部市场体系建设司司长孟岳、文化和旅游部产业发展司负责人周汉萍共同出席。
对外资消费品牌来说，真正的问题不是”这份文件要求我做什么”——它是一份意见，并未设置罚则——而是：一个非中国品牌、零售商或服务运营商，可以接到它描述的四块内容中的哪一块；以及哪些部分目前仍只是方向。
需要先厘清文件的性质。意见类文件的功能是定方向、给路径、作部署，它本身不产生具体的申报义务、资质条件或资金安排。把它当成”政策红利清单”来读，容易高估短期可得性；把它当成”未来三到五年商业场景的地图”来读，反而更有用。这两者的差别，在下面每个板块里都会反复出现，也是判断”哪些能现在做、哪些要等一等”的基本依据。
还有一个容易被忽略的细节：18 条举措并不是 18 个独立的项目，而是按照”商品—服务—流通—场景”的顺序串成一条链。商品端要扩容，需要有服务端的场景承接；场景要成立，需要流通端的仓配运支撑。因此单看某一条会觉得笼统，连起来看才能看出政策的着力点在链条的衔接处。
2026 年的主要进展
四大板块。 18 条举措分置于四个板块：科技赋能商品消费提质、科技推动服务消费扩容、科技畅通商贸流通链条、科技塑造未来商业场景。每个板块都把供给端的能力建设与需求端的场景营造放在一起，而不是只讲其中一头。这种”两端同时下手”的写法，意味着企业无论处在链条的哪一段，都能在文件里找到与自己相关的一句话。
商品：更多智能商品，更柔性的生产。 第一个板块以”人工智能+制造”专项行动为主线，着力丰富智能商品供给——智能手机、电脑、家居、穿戴设备、机器人等。同时推进柔性制造、按需生产、用户直连制造，以及个性化定制。连起来读，重点是缩短”消费者提出的规格”与”填单的产线”之间的距离。对品牌而言，这意味着小批量、多批次、按单排产的能力，会逐渐从加分项变成入场券；对进口商而言，则意味着选品逻辑要更贴近本地需求的变化速度。
服务：平台、餐饮与文旅场景。 第二个板块推进智能家政服务平台、餐饮数字化转型、”人工智能+文化和旅游”应用试点，以及沉浸式视听在商圈、文娱、旅游、教育培训等场景落地。这是服务品牌、体验运营商与内容提供方空间最大的一个板块——它不要求你先有一座工厂，但要求你能把体验做成可复制、可运营的产品。教育培训被列入沉浸式视听的落地场景，也提示内容供给的边界由具体行业规则界定，进入前仍需逐项核对资质要求。
流通：仓库、装备、无人配送。 第三个板块部署数智供应链发展专项行动，点名智能立体仓库、智能物流装备、无人配送、仓配运智能一体化，同时覆盖批发零售转型升级与电子商务品质化生态。这一段的关键词是”效率”，落点是固定资产与服务采购，因此它同时也是一张供应商地图——做仓配运的企业可以据此判断哪些能力正被政策明确鼓励。
未来场景：智能化、绿色化、融合化。 第四个板块把未来商业形态的方向概括为智能化、绿色化、融合化。这是框架性表述，不是项目清单，但它给前面三个板块提供了共同的评价尺度。
六方面环境支撑，其中一项是财政金融。 文件部署了六方面环境支撑：标准体系、基础设施、安全监管、研发转化、人才培养、财政金融。外资品牌最先看的往往是最后一项，而它恰恰是当下确定性最低的一项。它表达的是方向。具体补贴与资金安排须等配套细则；意见本身并没有赋予任何企业——无论外资还是内资——一项可以直接申领的优惠。这一区分在内部立项时尤其重要：把尚不存在的资金安排写进商业计划，会让后面的审批节奏全部落空。
为什么是现在：发布会上引用的数字。 发布会用规模数据为政策作了铺垫。第五次全国经济普查显示，仅批发零售、住宿餐饮领域的个体经营户就有近 5600 万个。2025 年我国人工智能核心产业规模超过 1.2 万亿元，截至 2026 年 6 月底人工智能企业超过 6600 家。2026 年 1—9 月，重点平台智能眼镜销售额增长 1.1 倍。2026 年上半年，规模以上文化及相关产业企业营业收入 7.2 万亿元，其中 16 个文化新业态行业小类 3.52 万亿元、同比增长 9.6%，比全部规上文化企业快 5 个百分点。
这些数字的共同指向是：需求侧的场景已经在长出来，政策要解决的是供给侧能不能跟上。对企业的实际含义是，判断机会时应当先看场景是否真的在发生，再看自己有没有对应的供给能力，而不是反过来从文件条款倒推项目。
对外资企业的实务含义
- 把产品线对着智能商品清单过一遍。 智能手机、电脑、家居、穿戴设备、机器人，是意见明确要扩大供给的品类。品牌在中国市场的产品组合如果落在这几条线上，”本地化定制＋柔性供应”就是一段讲得通的话。
- 把服务当作独立入口。 智能家政、餐饮数字化、文旅试点、沉浸式业态，对体验运营商和内容方是开放地带，且不要求先有制造布局。轻资产主体同样可以参与，但需要把本地合作方、场地与内容授权三件事提前理清。
- 把流通层当作投资主题看。 智能立体仓库、物流装备、无人配送、仓配运一体化，是文件指向资本的方向。对消费品牌来说，这同时是一张服务商与供应商的筛选图；在选址与仓配合同续签周期上，可以提前把这几类能力纳入比选条件。
- 把”财政金融支撑”当作待填空位。 这一块在文件里存在，工具还没有。预算规模、适用条件、申报窗口都要等配套细则；在细则出台之前，规划里这一项应按”未落实”处理，而不是先计入收益。对于需要向总部报批预算的项目，这一点最好写在假设与风险栏里。
- 用数字理解背景，不要用数字做预测。 普查、人工智能产业与文化产业的规模数据，解释的是政策为何在此时出台，而不是某一家品牌能卖出多少。把宏观增速直接当成自身增长假设，是最常见的误读方式之一。
延伸阅读
- 商务部政策发布页，《关于加快推进科技兴商的意见》全文：https://www.mofcom.gov.cn/zwgk/zcfb/art/2026/art_787f0441da1f4c0e8b5bad10118247f3.html
- 中新社报道，含 18 条举措与四大板块：https://m.chinanews.com/wap/detail/cht/zw/10717362.shtml
- 法治网关于 10 月 19 日发布会的报道：https://www.legaldaily.com.cn/index/content/2026-10/19/content_9474912.html
来源
- 商务部 — 《关于加快推进科技兴商的意见》全文（商建函〔2026〕551 号）：https://www.mofcom.gov.cn/zwgk/zcfb/art/2026/art_787f0441da1f4c0e8b5bad10118247f3.html
- 中国新闻网 — 发布会报道，含 18 条具体举措与四大板块内容：https://m.chinanews.com/wap/detail/cht/zw/10717362.shtml
- 法治网 — 2026 年 10 月 19 日国务院新闻办发布会报道：https://www.legaldaily.com.cn/index/content/2026-10/19/content_9474912.html
- 中国青年网 — 发布会数据报道，含智能眼镜销售额增长 1.1 倍等信息：https://news.youth.cn/hotnews_41880/202610/t20261020_16923261.htm