Di Yi Cai Jing·2025-10-23 01:13Core Insights - The 2023 Double 11 shopping festival faces significant pressure compared to last year, with intense price competition and a shift in focus from price to quality and supply chain efficiency among major brands [1][3][6] Market Trends - The home appliance market is experiencing a decline in sales and revenue due to the limitation of national subsidies, with predictions of a decrease in sales across various categories including air conditioners, refrigerators, and washing machines [7][8] - Despite the overall market challenges, certain segments like large-screen TVs (98 inches and above) and emerging categories such as washing machines and dishwashers are showing growth potential [8][9] Competitive Landscape - Major brands like Gree and Midea are adapting to the market by launching products in the lower price segment and focusing on differentiated branding strategies [4][5] - The competition is not only among leading brands but also includes mid-tier and lower-tier brands, all engaging in aggressive pricing strategies [5][6] Consumer Behavior - Consumers are increasingly looking for value, with many brands offering additional incentives such as bundled services and promotions to stimulate demand [9][10] - The trend towards smart home appliances continues, with brands simplifying features to make products more accessible to consumers [10] Sales Performance - Initial sales data from platforms like JD.com indicate strong performance in specific categories, particularly AI-related products and new home appliances, with some products seeing sales growth of over 200% [3][6] - The overall expectation for the 2023 Double 11 is that it will not surpass the previous year's performance due to reduced subsidy impacts and market saturation [6][7]