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]

Core Insights - The home appliance industry in China is experiencing structural growth, with retail sales increasing by 9.2% year-on-year in the first half of 2025, driven by strong sales of upgraded products like washing and drying sets, water purifiers, and large-screen TVs [1][2] - The "old-for-new" policy is being actively promoted by the government, facilitating consumption upgrades and expanding domestic demand, with 66 million people participating in the program and over 109 million products updated by mid-2025 [2][3] - Companies like Suning are leveraging these trends by launching promotional events and enhancing their product offerings to meet consumer demand for high-quality, intelligent living solutions [1][4] Industry Trends - The new smart home appliance market is gaining momentum, with a shift from functional to intelligent, health-oriented, and integrated products, supported by government subsidies and collaborative efforts between brands and platforms [2][3] - Suning has initiated various promotional activities, such as the "818 Shopping Festival," to boost the supply of new smart appliances and enhance user experience through tailored products and services [4][6] - The retail landscape is evolving from a focus on selling products to creating experiential shopping environments, where consumers can engage with products before making purchasing decisions [6][7] Consumer Behavior - Consumers are increasingly favoring experiential decision-making over traditional price and specification comparisons, particularly for new trend products like large-screen TVs and integrated kitchen appliances [6][7] - Suning's store upgrades and immersive experience areas are designed to meet the growing demand for new smart appliances, resulting in significant sales growth in high-value categories [6][7] Service Enhancements - The complexity of new smart appliances necessitates improved service standards, with Suning introducing a "Home Appliance Butler" service to assist consumers throughout the purchasing and installation process [9][10] - Suning has also enhanced its service guarantee mechanisms, providing comprehensive support for installation and maintenance, thereby reducing barriers to adoption for new smart appliances [10][12] Strategic Initiatives - The industry is collectively addressing challenges related to product supply, user experience, and the promotion of new products, with Suning's initiatives reflecting a proactive approach to driving the adoption of new smart appliances [12]