Core Insights - The home appliance industry is currently facing significant challenges such as stock game, slowing growth, and intensified homogeneous competition, while also experiencing channel transformation and evolving consumer demands [1] - The implementation of the old-for-new national subsidy in 2024 presents a unique opportunity for the entire home appliance sector [1] - Tmall Youpin's online self-operated flagship store achieved a remarkable GMV of over 10 billion within just one year, showcasing a successful business model [1] Group 1: National Subsidy Infrastructure - The Ministry of Commerce and other departments issued a notice in August 2024 to enhance the old-for-new appliance program, aiming to stimulate market vitality [2] - Tmall Youpin identified the challenges faced by small and medium-sized enterprises in accessing national subsidies and created solutions to help them participate effectively [2] Group 2: Supply Structure Optimization - Over 400 categories, 500 brands, and 60,000 products have been made available through Tmall Youpin's online self-operated flagship store, leading to significant consumer opportunities [5] - The GMV of Tmall Youpin's online self-operated flagship store increased from over 1 billion during the 2024 Double Eleven to over 2.5 billion during the 2025 618 event [5] Group 3: User Operation and Growth - The industry is shifting towards refined operations as the old-for-new policy becomes normalized, necessitating a focus on user lifecycle management and differentiated service experiences [8] - Tmall Youpin has developed a comprehensive operational system that enhances brand exposure and integrates online and offline resources, resulting in over 1 million members [8][9] Group 4: Integrated Retail Ecosystem - Tmall Youpin is committed to breaking down online and offline barriers to create a seamless retail ecosystem centered around consumer needs [12] - The company has launched various subsidy forms and enhanced its retail service capabilities to provide comprehensive discounts and improve consumer experience [14] Group 5: Market Expansion and Brand Engagement - Tmall Youpin has conducted over a thousand user interaction events to attract new users for the old-for-new program and has sponsored popular events to promote its brand [16] - The company is expanding its market reach from traditional lower-tier cities to first and second-tier cities, enhancing its retail presence [18][19] Conclusion - Tmall Youpin's achievement of a 100 billion GMV in a single year reflects the broader transformation in China's home appliance and home goods consumption ecosystem, effectively connecting national policies, enterprise supply, and consumer demand [20]
单年破100亿 看天猫优品线上自营店的全域零售增长密码
Cai Fu Zai Xian·2025-09-23 09:44