三天抢不到一张券！国补落地遇挑战：线下渠道陷“抢券难”“垫资苦”

Core Viewpoint - The new round of the "old-for-new" policy has effectively stimulated consumer demand and market vitality, but challenges in implementation have emerged, particularly for offline channels, necessitating a more balanced approach to policy execution [1][3][17]. Group 1: Policy Impact and Market Response - Over 66 million consumers have purchased over 109 million home appliances through national subsidies in the first half of 2025, indicating strong consumer engagement [1]. - Retail sales of home appliances and audio-visual equipment increased by 30.7% year-on-year, while communication equipment sales rose by 24.1% in the same period, reflecting the positive impact of the subsidy policy [3]. - The number of subsidized product categories expanded from 8 to 15 in 2025, with significant subsidies for energy-efficient and smart products, enhancing consumer purchasing power [3][4]. Group 2: Challenges Faced by Offline Channels - Some offline retailers are struggling with the "difficulty in obtaining coupons" and "capital pressure," as they must pre-fund subsidies and face long reimbursement cycles [9][12]. - Reports indicate that some stores have stopped participating in the subsidy program due to stringent requirements and difficulties in accessing funds [10][11]. - The competition between online and offline channels has intensified, with online platforms offering easier access to subsidies, leading to a decline in offline sales [11][14]. Group 3: Market Dynamics and Competition - The market is experiencing a shift in retail channel dynamics, with traditional e-commerce gaining a larger share, while smaller offline retailers face significant pressure due to their inability to access subsidies [5][14]. - The subsidy policy has led to a temporary boost in sales, but the long-term effects are diminishing, with some retailers reporting that the subsidies have not significantly increased their sales beyond seasonal trends [13][14]. - The disparity in subsidy access has raised concerns about market fairness, as smaller retailers can undercut prices without the same operational costs as larger, compliant businesses [13]. Group 4: Future Policy Directions - The government plans to enhance the "timeliness" and "equity" of subsidy implementation, with a focus on ensuring that funds are allocated fairly across regions and sectors [17][19]. - Upcoming adjustments to the subsidy program aim to streamline processes and improve consumer experiences, particularly in areas facing challenges with coupon distribution [19][20]. - Industry experts anticipate that more refined policy arrangements will maximize the effectiveness of the subsidy program in stimulating consumer demand [19].