“火锅味”羽绒服怎么办?苏宁易购启动“焕洗节”

Core Viewpoint - The article highlights the growing trend of experiential retail in the home appliance sector, particularly through Suining's "Friend Clothing Care Experience Zone," which allows consumers to engage with new washing technologies and products, leading to increased sales and consumer interest in advanced features [1][3]. Group 1: Consumer Experience and Engagement - Consumers are increasingly engaging with new home appliances through hands-on experiences, such as the "air wash" service that enhances the quality of clothing care [1]. - Suining's initiative to provide free professional clothing care has led to over 500,000 items being serviced by 2025, resulting in a 53% year-on-year increase in sales of washing and drying sets [3]. - The "Experience-Understand-Decide" model effectively lowers the barriers to understanding new appliance technologies, promoting the adoption of advanced features [3]. Group 2: Promotional Activities and Product Launches - Suining has launched the "Clothing Care Renewal Festival," collaborating with brands like Haier, Bosch, and Panasonic to offer free care services for winter clothing, addressing common laundry issues [3]. - The festival includes a range of new smart laundry products, enhancing the overall consumer experience and encouraging upgrades [3]. - The upcoming implementation of the national subsidy policy in 2026 will provide consumers with financial incentives for purchasing energy-efficient appliances, further encouraging upgrades [4]. Group 3: Changing Consumer Behavior - The shift from "passive replacement" to "active upgrading" in consumer behavior is being driven by in-store experiences, which are reshaping decision-making processes regarding home appliance purchases [5]. - Suining aims to continue enhancing user experiences and service value to support consumers in achieving "freedom in clothing care" [5].