China's $41 billion plan to boost consumption is just a start as deflationary pressures deepen

cnbc.com:

BEIJING — China's latest move to boost consumption isn't meant to jolt all kinds of spending.

Policymakers last week doubled subsidies for a consumer trade-in program to 300 billion yuan ($41.47 billion) this year, matching market expectations — and again steering clear of cash handouts. The subsidies will go toward around 15% to 20% of the purchase price for select products, including mid-range smartphones and home appliances.

That's an expansion from last year's 150 billion yuan program, announced in the summer, for a narrower range of products.

The new round of subsidies are «pretty substantial» and will likely support retail sales, similar to how e-commerce companies saw a sales boost in certain products late last year, Jacob Cooke, co-founder and CEO of WPIC Marketing + Technologies, told CNBC on Monday.

While there's skepticism that the impact of a one-time subsidy won't last long, Cooke said more subsidy programs will likely follow. He added that China's «aggressive» 5% GDP growth target and prioritization of consumption indicate that Beijing will do more to support growth — without relying as much on the old playbook of infrastructure spending.

Chinese Premier Li Qiang last week delivered an annual report on government work that named boosting consumption as the top task for the year ahead.

That's the first time in a decade that Beijing has given consumption such high priority, said Laura Wang, chief China equity strategist at Morgan Stanley. She added that the government work report cited «consumption» 27 times — the most mentions in a decade.

While Beijing has not followed the U.S. or other countries in handing out cash to consumers, Chinese policymakers have increasingly acknowledged the need to counter