"加盟商在游学会上提出的需求非常真实、具体，比如农村自建房的开放式厨房需要多大风压的油烟 机，高温暴晒地区如何防止空调过热停机。这些信息是我们研发区域产品不可或缺的参考。"一位多次 参与活动的工厂产品总监表示。 通过这种"老板直选、工厂定制"的深度对接，定制化家电深受县域用户的喜爱。今年以来，苏宁易购零 售云携手品牌打造多款"明星"产品：与格力合作，针对县镇客厅面积大、省电需求高的特点，推出耐高 温、高能效的"宁系列"空调；与海尔共同研发，针对村镇水质差、用水量大的情况，开发具备净水与抗 腐蚀功能的双胆电热水器。数据显示，零售云渠道定制家电整体销售额同比增长超过65%。 随着国家推动大规模设备更新与消费品以旧换新政策的落地，产品的区域适配性愈发受到重视。这种从 县镇用户多样化需求出发、贴近真实生活场景的模式，正展现出扎实的市场生命力。这不仅是一条市场 下沉的路径，更是供给品质回归县镇用户本质的开端。 "贵州海拔比较高，低气压环境下空气含氧量偏低，可能导致燃气燃烧不充分，因此燃气灶往往需要特 别设计。" "我们村里自建房居多，自来水水压不太稳定，热水器能不能正常使用？"12月，云南昆明， 苏宁零售云的加盟商老板 ...

Core Insights - The home appliance market during this year's Double 11 has faced significant challenges, with a shift from high growth to price competition and a focus on value creation [1][2][6] - The overall sales performance has been mixed, with some segments experiencing growth while others decline, indicating a structural change in the market [4][5] Group 1: Market Trends - The price of 55-inch Mini LED TVs has decreased to around 3000-4000 yuan, reflecting a 20% drop compared to the previous promotional period [1] - The demand for home appliances has been dispersed, leading to a lack of concentrated sales during the Double 11 event [2] - The overall sales in the home appliance sector have shown a decline, with some retailers reporting a drop in revenue by double digits [3][6] Group 2: Sales Strategies - Manufacturers and retailers are increasingly using self-subsidies to promote mid-to-high-end products due to reduced national subsidies [1][2] - Companies are focusing on smart and innovative products, with AI-enabled appliances gaining traction among consumers [4][5] - The traditional low-price strategy is losing effectiveness, prompting companies to enhance product quality and customer service [5] Group 3: Segment Performance - Certain segments, such as AI home appliances and health-related products, have seen significant growth, with sales of AI appliances accounting for over 30% of some brands' sales [4][5] - E-commerce platforms are experiencing a shift in sales dynamics, with content-driven sales channels growing rapidly [3] - The integration of smart features in appliances is becoming a key selling point, particularly in first and second-tier markets [4]