“五一”消费观｜以旧换新激活“五一”家电市场消费潜力

Core Viewpoint - The home appliance industry is a key area for boosting domestic demand, with the "old-for-new" policy driving significant consumer activity in the market [1][2] Group 1: Market Dynamics - The "old-for-new" policy has become a crucial engine for home appliance consumption, especially during the "May Day" holiday, leading to increased consumer purchases [1][2] - As of May 3, 2023, nearly 5.8 million orders have been placed under the "old-for-new" policy in Shanghai, generating sales exceeding 14.87 billion yuan, with mobile and digital products accounting for 32% of the total [1] Group 2: Events and Promotions - The "Shanghai Home Appliance and Home Renewal Carnival" integrates the national "old-for-new" policy with multi-level subsidies to stimulate consumer potential, involving nearly 200 brands and 3,000 participating stores [2] - The event focuses on smart and health-oriented appliances, promoting a dual discount policy from both government and enterprises to enhance green and intelligent home consumption [2] Group 3: Company Initiatives - Various home appliance brands are actively launching attractive products and promotions in response to the "May Day" holiday, with companies like Haier, Gree, and Midea implementing their own subsidy programs [3] - Haier's "New Replacement Journey" and Gree's health-focused initiatives offer significant savings for consumers, while Hisense anticipates a substantial increase in sales during the holiday period due to enhanced subsidy measures [3] Group 4: Retail Channel Activities - Retail channels, such as Suning, are also promoting the "old-for-new" initiative with various marketing activities, reporting over a 61% year-on-year increase in sales on the first day of the holiday [4] - Suning plans to invest over 100 million yuan during the "May 5 Shopping Festival" to provide multiple layers of discounts, enhancing consumer engagement [4] - The Shanghai Electrical Appliances Commercial Association aims to further promote the "old-for-new" initiative by collaborating with major retail platforms to offer community-based services [4]