手机放电饭锅？年轻人在苏宁易购当“邪修”

Core Insights - The domestic home appliance and 3C market in China is undergoing an "experience revolution" amid a slowdown in overall industry growth [1] - Consumer choice anxiety is increasing due to the frequent release of new smartphone models and features, with many users only utilizing a small percentage of new functionalities [1][6] - Traditional retail has focused on parameters and performance, neglecting actual user needs, which presents an opportunity for physical stores to enhance customer experience through immersive learning [1][6] Market Trends - In Q3 2023, China's smartphone shipments were approximately 68.46 million units, a year-on-year decline of 0.5%, continuing a downward trend [1] - Over 70% of consumers feel confused by new smartphone specifications, with an average decision-making period of 7 days [1] - Nearly 80% of users only utilize 10% of new features after purchasing a smartphone, indicating a disconnect between product offerings and consumer needs [1] Company Initiatives - Suning.com has launched 3C classrooms in its stores nationwide, focusing on solving actual user needs through themed immersive experiences [1][6] - The company has conducted over 500 3C classes, reaching tens of thousands of users, effectively alleviating consumer decision anxiety and stimulating replacement demand [6] - During the Double 11 shopping festival, sales of smartphones, smartwatches, and wireless earphones at Suning.com increased by 63%, 222%, and 374% year-on-year, respectively [6] Consumer Engagement - The immersive service model has significantly increased user engagement, with over half of the participants expressing interest in re-enrolling after completing the courses [6] - The shift from "parameter competition" to "scene experience" marks a new phase in the home appliance and 3C market, with Suning.com integrating "experience + consumption + social" to create a sustainable scene loop [6]