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主播说联播丨老家消费大变样！活跃消费，“奔县”有力度,主播说联播丨老家消费大变样！活跃消费，“奔县”有力度_我的网站

A |     　　近日，商务部等9部门联合印发《关于进一步激发下沉市场活力活跃县域消费的意见》，提出18条措施活跃县域消费。　　为什么如此重视县域消费？先来看一组数据：我国县域地区约占全国九成国土面积、五成常住人口、四成的经济总量。    

    Tourists visit the Ruins of St. Paul's in Macao, south China, May 2, 2026. (Xinhua/Cheong Kam Ka)Nearly three decades after its return to China, Macao continues to explore new ways to sustain stability and prosperity under the "one country, two systems" policy, with successive five-year plans offering a long-term roadmap for its development.
Macao and its neighbor Hong Kong are China's two special administrative regions (SARs) governed under the "one country, two systems" policy. This arrangement, in place since China resumed the exercise of sovereignty over the two cities in the late 1990s, allows them to maintain their capitalist systems and ways of life within socialist China.
The third five-year plan of the Macao SAR, unveiled on Tuesday, sets out policy priorities for the next stage, focusing on economic diversification, social progress, and closer integration into national development, while ensuring security.
Since its return to China in 1999, Macao has evolved from a city once associated largely with casinos and gangster films into a vibrant international hub with a dynamic economy, a low crime rate and an increasingly comprehensive social welfare system. It now ranks among the world's wealthiest economies in terms of GDP per capita.
With the plan, the SAR government is proactively positioning Macao within the broader context of national development and actively implementing the relevant arrangements of the country's 15th Five-Year Plan (2026-2030), said Macao SAR Chief Executive Sam Hou Fai.
ECONOMIC DIVERSIFICATION
Economic diversification has remained a central theme throughout Macao's three five-year plans, from the first plan unveiled in 2016 to the latest one.
Sam said economic diversification is essential to sustaining Macao's long-term prosperity and stability and is a task the SAR government must tackle, no matter how difficult it may be.
According to Sam, the Macao SAR government will advance economic diversification through major projects and a government guidance fund to build Macao into a world tourism and leisure center and develop its priority industries, namely, big health, modern finance, high technology, exhibition and convention, as well as culture and sports.
The plan sets the target of raising the share of value added from non-gaming industries to around 60 percent of Macao's GDP by 2030.
Cheong Chok Man, director of the Policy Research and Regional Development Bureau under the Macao SAR government, said that setting such a target means Macao will need to intensify its efforts to achieve greater economic diversification.
Major projects aimed at promoting economic diversification during the period are expected to involve around 130 billion patacas (about 16.1 billion U.S. dollars) in budgeted investment.
For a small economy like Macao with a GDP of roughly 50 billion U.S. dollars in 2025, the investment represents a significant commitment, said Lao Chi Ngai, president of the Macao Economic Association.
BROADER INTEGRATION
The plan is designed to advance the high-quality development of the Guangdong-Macao In-Depth Cooperation Zone in Hengqin.
Located in Zhuhai, Guangdong Province, Hengqin is separated from Macao by a narrow stretch of water. The cooperation zone was established in 2021 to create new space for Macao's development.
This year marks a crucial period for the zone's second phase of development. The latest five-year plan calls for addressing challenges through reform and advancing deeper integration between Macao and Hengqin, with science and technology and education serving as key drivers.
The plan sets quantitative targets in areas including industrial diversification, cross-border flows of production factors, and the integrated provision and sharing of public services.
Richard W. Hu, dean of the Faculty of Social Sciences at the University of Macau, said the plan moves beyond integration in individual industries toward broader integration encompassing industries, people's livelihoods, talent and governance.
Hengqin is expected to develop into an integrated urban area that serves as an extension of Macao's industries and a vibrant cross-border community. In doing so, it could offer a landmark example of leveraging the institutional strengths of "one country, two systems" to foster closer regional synergy, Hu said.
SECURITY AS FOUNDATION
Alongside economic diversification and regional integration, the latest plan places security among its major priorities.
"Amid a complex and evolving international landscape, Macao faces potential challenges arising from a combination of traditional and non-traditional security risks," said Yin Yifen, director of the Social, Economic and Public Policy Research Center at Macao Polytechnic University.
He said the plan seeks to improve the legal framework and enforcement mechanisms for safeguarding national security, strengthen security governance in emerging areas such as cyberspace, data and artificial intelligence, and further develop smart policing.
It also places emphasis on national security education for young people.
"Making security an integral part of governance in the SAR will help lay a stronger foundation for economic diversification, improved livelihood and deeper integration between Macao and the mainland," Yin said.
。商务部相关负责人说，县乡消费已成为扩消费最重要的潜力来源，没有之一。可见，县域消费是妥妥的增长“潜力股”。　　潜力很大，但目前存在的短板也比较明显。

B | 比如有的品牌商品下乡“降配缩水”，有的乡镇集市设施老旧、休闲体验类服务偏少。此次出台的措施直面痛点，提出扩大优质优价商品供应、促进同品同款商品城乡“同质同享”。另外，相关措施还要求引导连锁企业加速在县乡布局，支持国货潮品下沉县域市场。

C | 值得注意的是，下沉也不是简单模仿照搬城市的模式，而是要更加适应县域消费需求，真正融入县域商业生态。　　县域消费不仅要有商品，还要有特色场景。现在不少县城旅游很火，年轻人到一些宝藏县城打卡成为风尚。有平台数据显示，截至目前，今年暑期“奔县游”相关产品预订热度同比涨了63%。

D | 激活县域消费，完全可以接住“奔县”的流量。比如要因地制宜打造民宿、农耕研学、自驾露营等“小而美”的文旅场景，推动“跟着电影去旅游”“跟着赛事去旅游”，串联起农产品和乡土美食消费链条等等。一句话，让县域消费不仅有“烟火气”，更有“新活力”。　　消费“奔县”，经济向上。活跃消费，“县”在出发。

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