经济新方位｜“新国补”落地首月，消费市场热气腾腾

Core Insights - The new "old-for-new" policy is driving consumer demand and revitalizing the retail market, particularly in home appliances and electric vehicles as consumers take advantage of subsidies and services [1][2][3] Group 1: Policy Impact - The 2026 "old-for-new" policy has been optimized to include a unified subsidy standard for key appliances and vehicles, providing stability and encouraging consumer spending [3][5] - The policy has expanded to include new smart devices, such as smart glasses, and focuses on high-efficiency products, enhancing the overall quality of consumer goods [3][4] Group 2: Market Performance - Sales data indicates a significant increase in consumer activity, with over 15 million units sold in January across six categories of home appliances and digital products, generating nearly 59 billion yuan in sales [2][4] - Retailers like Suning have reported a dramatic increase in sales, with some stores experiencing an over 800% increase in sales compared to the previous month, driven by the new policy [2] Group 3: Consumer Trends - The policy is influencing consumer preferences, with a notable shift towards high-end and energy-efficient products, as evidenced by a 35.7% increase in sales of high-efficiency water heaters and a 28.9% increase in televisions [4] - A significant portion of consumers are opting for new energy vehicles when trading in older models, indicating a trend towards greener choices in the automotive sector [3]