Bei Jing Shang Bao·2026-01-04 15:44Core Insights - The "National Subsidy" policy launched on January 1, 2026, has significantly boosted consumer demand for home appliances and electronics during the New Year holiday, with some e-commerce platforms reporting over 100% increase in foot traffic at offline stores [1][2] Group 1: National Subsidy Policy - The "National Subsidy" program includes a variety of products such as refrigerators, washing machines, televisions, air conditioners, and smart glasses, with a focus on energy-efficient and water-efficient models [1][2] - Consumers in Beijing can receive subsidies for purchasing eligible products through a designated app, which allows them to claim online or offline subsidies after completing identity verification [1] Group 2: E-commerce and Retail Impact - Major e-commerce platforms like JD.com and Tmall are competing for consumer attention by offering additional discounts and promotional events during the subsidy period, with Tmall providing up to 950 yuan in extra coupons [2] - Offline retail stores, particularly in Beijing, have seen a surge in customer traffic, with Su Ning reporting a 110% increase in foot traffic and a significant rise in sales of energy-efficient products during the holiday [2] Group 3: Instant Retail Trends - Instant retail platforms are capitalizing on holiday shopping trends, with significant sales increases in products appealing to younger consumers, such as craft beer and smartwatches, which saw over 100% and 610% year-on-year growth, respectively [3] - The shift in consumer behavior towards personalized and immediate shopping experiences is evident, as younger consumers prefer instant gratification over traditional bulk purchasing for holiday goods [3]