“直播+国补”双轮驱动 闺蜜机、内衣机等潮电在618火了

Core Insights - The demand for "trendy appliances" is experiencing a significant surge, particularly among young consumers, driven by new lifestyle needs and government subsidies [1][3][8] - The rise of live-streaming commerce, particularly through platforms like Li Jiaqi's, is playing a crucial role in promoting new domestic brands and innovative home appliances [3][5][7] Group 1: Market Trends - The trend of "trendy appliances" is opening new possibilities for consumers, with products like underwear washing machines and all-in-one cleaning robots gaining popularity [1][3] - Young consumers are increasingly favoring domestic brands that offer stylish and functional designs, leading to a shift in the home appliance market [4][5] Group 2: Consumer Behavior - Young consumers, particularly those born after 2000, are reshaping the home appliance landscape by prioritizing personal quality of life and social interaction experiences [5][7] - The demand for home automation and convenience is rising, with products like water purifiers and instant hot water dispensers becoming top choices for households [7] Group 3: Sales Performance - During the 618 shopping festival, the combination of government subsidies and live-streaming promotions is expected to drive record sales in the home appliance category [8] - Data shows that online retail sales of small appliances grew by 16% year-on-year in April, with average prices increasing by 22%, indicating a shift towards higher quality and innovative products [7]