Unified national market calls for targeted policy coordination between online, offline business

The ongoing efforts to construct a unified national market calls for well-targeted policy steps of coordinating online and offline markets to avoid disorderly competition by unwarranted clashes between online platforms and brick-and-mortar businesses, said national political advisers.

Measures should be taken to ensure that online and offline markets work together synergistically and create a level playing field that benefits all, they added at the seventh meeting of the Standing Committee of the 14th National Committee of the Chinese People's Political Consultative Conference, China's top political advisory body, which ran from Tuesday till Thursday.

With its convenience and affordability, online shopping has become increasingly popular among consumers, said Yan Jingming, member of the 14th CPPCC National Committee and vice-chairman of China Writers Association.

Policy guidance should be in place to ensure that the strengths of e-commerce platforms are utilized where they can make the most significant impact, resulting in a complementary relationship between online and offline commerce, Yan said.

For instance, as online retailers prioritize deep discounts to attract customers, traditional brick-and-mortar publishers find themselves facing mounting challenges in maintaining their market share and profitability, Yan said.

While many people still enjoy the experience of browsing through books in-store, the majority of brick-and-mortar bookshops have had to diversify their offerings and organize activities to sustain their operations, Yan added.

Local regulatory oversight on fair competition is deemed relatively weak, particularly when it comes to determining whether certain behaviors of emerging industries violate the principles of fair competition, said Cui Yuying, member of the 14th CPPCC National Committee.

The lack of clarity in this regard calls for immediate attention to establish clear guidelines and standards, Cui said, adding that it is crucial to refine the methods of fair competition oversight, enhance recognition criteria and cultivate a market environment that promotes equitable competition.