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In recent years, the exuberant phenomenonÂ of Chinese residents leaving the country shopping hasÂ caused much attention in academic circles. ApplyingÂ game theory, from the supply-side not the demand-side interpreting outbound consumption boom, it isÂ the addition of brand value and reputation guarantee,Â as a result, the middle- and high-end consumers inÂ our country are more willing to go abroad to purchaseÂ well-known foreign brand products, not to purchaseÂ domestic products with low prices, and not to favor theÂ high domestic prices of foreign brands. Therefore, toÂ guide the overseas consumption backflow of middle-and high-income families, we need to implementÂ supply-side structural reform such as strengthening theÂ brand construction of national enterprises, attachingÂ importance to scientific research input and humanÂ capital accumulation.

The Supply-side Analysis and Countermeasures of Exuberant Phenomenon of Outbound Consumption at Present