Core Viewpoint - The 2025 Double 11 shopping festival faces significant pressure compared to last year, with intense price competition and a shift in focus from price to quality and supply chain efficiency among major brands [2][5][8]. Group 1: Market Trends and Performance - The home appliance market is experiencing growth pressure due to the limitation of national subsidies, which were abundant last year [2][9]. - Major brands are shifting strategies, with some opting for self-subsidies to maintain market share, while others are avoiding price wars [7][9]. - Sales data from platforms like JD.com shows significant growth in AI-related products and new home appliances, with some categories experiencing over 200% year-on-year growth [6][8]. Group 2: Competitive Landscape - The air conditioning market is particularly competitive, with brands like Gree and Midea adjusting their pricing strategies to compete in the sub-2100 yuan segment [7][9]. - The small appliance market is also seeing aggressive pricing strategies, with brands like Ecovacs and Roborock engaging in price wars to attract consumers [8][9]. - Overall, the competition among e-commerce platforms is fierce, with JD.com emphasizing low prices and promotional strategies to capture market share [8][9]. Group 3: Product Innovation and Consumer Engagement - Despite the competitive pressures, there are opportunities for product upgrades and new categories, with large-screen TVs and emerging categories like washing machines and dishwashers gaining traction [10][12]. - Companies are focusing on enhancing consumer experience through bundled services and promotions, such as offering cooking services with appliance purchases [11][12]. - Supply chain collaboration is becoming a trend, with leading companies like Midea and Hisense working to streamline logistics and improve market responsiveness [13].