Sou Hu Wang·2025-06-17 03:23Core Insights - The 618 home appliance market is experiencing significant growth driven by national subsidies and promotional discounts, with JD.com leading the market with a 51% share of total sales since May 30, achieving over 50% sales growth [1][3][18] - Consumer preferences are shifting towards green, smart, and health-oriented appliances, indicating a trend from simply upgrading to enhancing quality [7][18] Market Performance - JD.com maintains a strong position in the home appliance sector, with 59.5% of consumers stating they purchase over 90% of their appliances from JD.com, and 21.7% purchasing over 80% [6][16] - The most popular categories during the 618 event include air conditioners, personal care appliances, and kitchen small appliances, with air conditioners being the top choice at 51.2% [2][3] Consumer Behavior - A significant portion of consumers (52.7%) budget between 3000-10000 yuan for major appliances, while 47.8% budget between 300-1500 yuan for small appliances [5] - The decision-making process is increasingly rational, with 52.8% prioritizing product quality and 49.5% valuing efficient delivery services [5][18] Trends in Product Preferences - Consumers are increasingly opting for energy-efficient and smart appliances, with 48.3% purchasing energy-saving products and 33.6% choosing smart devices [7][9] - In the television segment, 48.4% of consumers seek high-quality displays, while 39.8% prioritize energy efficiency [9] Impact of National Subsidies - The combination of promotional discounts and national subsidies has made high-end appliances more accessible, with 38.7% of consumers using subsidies for planned upgrades and 45.0% being motivated to upgrade due to the attractive offers [13][15] - Consumers report significant savings when using subsidies, with 25.2% saving between 500-1000 yuan and 18.9% saving between 1000-2000 yuan [15] JD.com's Competitive Advantage - JD.com is favored for its comprehensive pre-sale and post-sale services, with 93.9% of consumers choosing it for subsidy purchases due to its service quality and product guarantees [16][18] - The platform's ability to meet consumer demands for quality, price, and service reinforces its leading position in the home appliance market [18]