“国补”下的“五一”家电市场：县级市场亮眼，空调是热点

Core Insights - The county-level home appliance market is experiencing significant growth, particularly in the air conditioning segment, driven by the "old-for-new" national subsidy policy which stimulates consumption [5][6][9] Market Trends - The "May Day" holiday saw uneven performance in the home appliance retail market, with notable growth in county-level markets, especially in air conditioning sales [5][6] - The "old-for-new" national subsidy policy has been effective in driving consumption upgrades and high-end sales, with an expansion of subsidized products and retail outlets [5][6] - Young consumers in county markets are increasingly demanding quality home appliances, aligning their preferences with those in first and second-tier cities [6] Sales Performance - Sales at Suining International Mall in Xinghua City increased by 200% year-on-year during the first two days of the "May Day" holiday, attributed to local wedding consumption and returning youth buying appliances for their families [6] - The sales of home appliances in Jiangxi during the "May Day" holiday are estimated to have grown by around 5% year-on-year, with significant contributions from third and fourth-tier markets [6] Air Conditioning Market - Air conditioning emerged as the best-selling product category during the "May Day" holiday, with sales revenue and volume increasing by 11.11% and 6.96% respectively [9] - The sales revenue of air conditioning units at Yongsheng increased by 70% year-on-year during the holiday, outperforming other categories like televisions and refrigerators [9][10] - Price competition in the air conditioning market intensified, with many affordable models emerging, benefiting from national subsidies and trade-in offers [10] Future Outlook - The market for quality-demanding home appliances, such as smart toilets and water purifiers, is expected to have greater potential compared to basic necessity items [11] - Price competition in the domestic home appliance market is anticipated to become more intense, with a trend of "the strong getting stronger" [11]