The Chinese government has vowed to improve regulation of consumer products, including brand name management and product recall procedures, while encouraging innovation.

The promises came in a new guideline from the State Council aiming to lead Chinese corporations to build stronger brands name both at home and overseas.

Zhi Shuping, director of the General Administration of Quality Supervision, Inspection and Quarantine, said the productivity of Chinese enterprises has improved. “However, the quality of the products of Chinese corporations remains unsatisfactory to many consumers, and as the disposable income of Chinese rises, people are also demanding better quality goods. This situation drives many Chinese to shop for consumer products overseas.”