Core Viewpoint - The home appliance market is experiencing a surge in demand driven by summer cooling needs and the trend of user scenario upgrades, with Suning.com aiming to enhance consumer experience through various upgrades in products, pricing, services, and experiences [1][3] Group 1: Market Strategy - Suning.com plans to collaborate with over 100 leading brands to promote one million trend-setting home appliances in various markets by 2025, focusing on quality upgrades in the home appliance consumption market [1][3] - The concept of "new smart home appliances" is introduced, which integrates new functions, scenarios, and experiences to create new lifestyle values for consumers [3] Group 2: Product Offerings - Suning.com is emphasizing the customization, launch, and subsidy of green smart home appliances with "new, unique, intelligent, and special" features, targeting four core categories: refrigeration, air conditioning, kitchen and bathroom, and televisions [3][5] - The company is set to offer over a hundred new smart products, including advanced refrigerators, washing machines, and air conditioning units, to meet the diverse needs of consumers [3][5] Group 3: Consumer Engagement - To lower the barriers for consumers to upgrade, Suning.com is implementing large-scale procurement and reverse customization to reduce product prices, alongside offering subsidies up to 2,000 yuan [5] - The company will host over a thousand interactive experience events nationwide during the 818 promotion, allowing consumers to engage with new products through various activities [5] Group 4: Sales Performance - In the first half of the year, sales of high-end home appliances priced over 8,000 yuan increased by 96% year-on-year, with AI smart, green energy-saving, and health comfort features being key factors for consumer purchases [6] - Specific product categories saw significant growth, including new air conditioning units (up 80.7%), large-capacity dishwashers (up 110.5%), and smart temperature-controlled refrigerators (up 75.6%) [6]

转自：智通财经 2025年上半年，家电行业延续结构性增长。奥维云网数据显示，1-6月中国家电市场零售额同比增长 9.2%。其中，洗烘套装、净水器、巨幕电视等"升级类"产品销售旺盛，均实现了两位数以上的同比高速 增长。 例如，在今年618期间，苏宁易购通过"万人空巷抢家电"活动，有效带动趋势品类加速出圈。数据显 示，5月16日至6月18日，全国门店以旧换新订单同比增长63%，万元以上家电销售增长122%。其中， AI新风空调销售同比增长137%，成为改善型空调的核心增长引擎；嵌入式厨房微蒸烤一体机销售同比 增长88%，体现出家居一体化趋势快速渗透；扫地机器人、洗碗机、智能门锁等"懒人三件套"销量同比 增长分别达131%、90%、62%。 依托"国补+厂补+苏宁补"的三重补贴机制，苏宁易购将智能升级类、趋势新品类家电从"高端升级型消 费"转化为"大众普惠型产品"。618期间，苏宁易购推出999元起的定制版一级能效空调、3199元起的14 套洗碗机等爆款产品，并可叠加以旧换新补贴，进一步降低用户更换新智家电的门槛。 7月至8月，苏宁易购开展"818燃购生活节"活动，在供给侧持续发力，联合品牌定制百万台新智家电商 品 ...