家电消费结构性升级，苏宁易购如何助推“新质家电”普及？

Core Insights - The home appliance industry in China is experiencing structural growth, with retail sales increasing by 9.2% year-on-year in the first half of 2025, driven by strong sales of upgraded products like washing and drying sets, water purifiers, and large-screen TVs [1][2] - The "old-for-new" policy is being actively promoted by the government, facilitating consumption upgrades and expanding domestic demand, with 66 million people participating in the program and over 109 million products updated by mid-2025 [2][3] - Companies like Suning are leveraging these trends by launching promotional events and enhancing their product offerings to meet consumer demand for high-quality, intelligent living solutions [1][4] Industry Trends - The new smart home appliance market is gaining momentum, with a shift from functional to intelligent, health-oriented, and integrated products, supported by government subsidies and collaborative efforts between brands and platforms [2][3] - Suning has initiated various promotional activities, such as the "818 Shopping Festival," to boost the supply of new smart appliances and enhance user experience through tailored products and services [4][6] - The retail landscape is evolving from a focus on selling products to creating experiential shopping environments, where consumers can engage with products before making purchasing decisions [6][7] Consumer Behavior - Consumers are increasingly favoring experiential decision-making over traditional price and specification comparisons, particularly for new trend products like large-screen TVs and integrated kitchen appliances [6][7] - Suning's store upgrades and immersive experience areas are designed to meet the growing demand for new smart appliances, resulting in significant sales growth in high-value categories [6][7] Service Enhancements - The complexity of new smart appliances necessitates improved service standards, with Suning introducing a "Home Appliance Butler" service to assist consumers throughout the purchasing and installation process [9][10] - Suning has also enhanced its service guarantee mechanisms, providing comprehensive support for installation and maintenance, thereby reducing barriers to adoption for new smart appliances [10][12] Strategic Initiatives - The industry is collectively addressing challenges related to product supply, user experience, and the promotion of new products, with Suning's initiatives reflecting a proactive approach to driving the adoption of new smart appliances [12]