618消费电子市场线下直击：消费者进店先问“国补”！销量暴涨背后企业需找“长效药”

Core Viewpoint - The "618" shopping festival has seen a significant surge in sales for both online and offline markets, driven by substantial discounts and government subsidies, but concerns about the sustainability of this consumption trend persist as the industry grapples with the potential withdrawal of these financial incentives [1][7][9]. Group 1: Sales Performance - The "618" shopping festival has led to a notable increase in foot traffic and sales in physical stores, with some stores reporting a 105% year-on-year increase in customer visits [4]. - Online platforms like JD.com and Tmall have also experienced explosive sales growth, with JD.com reporting a 161% increase in home appliance sales during the festival [5][6]. - Specific product categories such as laptops, smartwatches, and wireless earphones saw year-on-year sales growth of 125%, 144%, and 104% respectively [4]. Group 2: Government Subsidies - Government subsidies have become a crucial factor in driving consumer purchases, with many consumers inquiring about the availability of these subsidies before making purchases [7]. - As of May 31, the government’s consumption upgrade policy has led to sales of 1.1 trillion yuan across five major categories, with 1.75 billion subsidies issued [7]. - Recent announcements have expanded the range of products eligible for subsidies, including smart home devices, indicating ongoing government support for consumer electronics [8]. Group 3: Market Dynamics and Future Outlook - The consumer electronics market is described as dynamically saturated, with limited growth potential, raising concerns about the long-term impact of subsidy withdrawal on demand [9]. - Companies are advised to prepare for a potential end to subsidies and to focus on international markets for growth opportunities, as domestic markets may not provide significant expansion [10]. - The competitive landscape is shifting towards collaboration among companies, with strategic partnerships being formed to enhance capabilities in AI and logistics [10].