There are several challenges in the development of rice industry, such as keeping the rice area stable, ensuring effective linkage between production and demand, breeding breakthrough varieties, increasing famers’ income for rice planting and developing practical lightweight and high-yield technologies. The development of rice industry shows a trend towards large-scale production with high-quality varieties, intelligent technologies and concurrent operation, accompanied by personalized consumption. Based on which, we put forward the countermeasures focusing on ensuring high quality supply, optimizing policy system, strengthen scientific and technological support, and improving market regulation.