A State Council document on Sept 29 vowed to further stimulate online and offline interaction, a highly dynamic economic form, in a bid to transform physical stores and explore new business models.

According to the document, physical stores are encouraged to cultivate new online-offline links, such as exhibiting and selling products online while improving offline services such as delivery, to optimize the consumption chain.

As a tech-driven commercial model, the online-offline interaction also calls for widespread application of high technology, such as mobile Internet, big data and cloud computing. Enterprises should also utilize the Internet to coordinate multiple resources and design personalized products for consumers, such as wearable smart devices.

The State Council also urged the reform of the retail industry, which has been seriously affected by online models. Retailers are encouraged to provide community services and diversify the purchase experience of consumers.

Internet companies can also cooperate with physical stores to efficiently connect the information on supply and demand. Similar changes are also expected to take place in the wholesale business, logistics and service industries.

Furthermore, the document asks for the creation of smart business areas in cities that can offer interactive online-offline experiences to consumers. E-commerce enterprises are encouraged to expand in rural markets to help facilitate the free flow of agricultural products to cities and industrial products to the countryside. Also with the help of the Internet, domestic capital, technology and equipment will be better directed to international demand and resources.

The State Council will beef up financial and fiscal support, among other measures, to boost this initiative.