（来源：经济日报） 转自：经济日报 "满20元减8元""直降5元"，又到一年"双11"，在各类促销活动中，打折与满减是最常见的手段。 打个比方，一杯奶茶8元，满16元减5元，会有人选择购买2杯；点外卖结账时，系统提示凑单优惠"再买 3元可减2元"，也会有不少人开始寻找凑单的小单品。 不管是奶茶还是外卖，都具有"边际成本递减"的特征。商家多制作一份炒饭或一杯奶茶，并不会增加房 租、工资等固定成本，额外成本仅限于食材增量，就连配送费也会因为订单密度提高而摊薄。对商家而 言，满减有助于优化其边际成本和收益结构，满减刺激订单量增加，固定成本被一再摊薄。 对外卖平台来说，满减从来不是单一的促销手段，而是低成本获客的关键抓手。通过满减活动设计，平 台可以实现新用户拉新、老用户激活，即便需要短期"烧钱"，长期看能增加用户量、提高交叉消费频 率。某购物平台借助满减活动，将部分电商用户转化为外卖用户便是典型。 那么，回到最初的问题：满减能不能让消费者少花钱？这得看"你是否真需要那些东西"。比如，你想吃 的那家外卖推出了满20元减5元的活动，你点的菜品刚好价值20多元满足活动标准，还是为了凑到20元 额外花钱买了一份价值5元的小 ...

Core Concept - The article discusses the economic principle of economies of scale, explaining how purchasing or producing in larger quantities leads to lower average costs per unit, benefiting both consumers and businesses [2][5]. Group 1: Economies of Scale - Economies of scale refer to the phenomenon where the average cost per unit decreases as the scale of production or procurement increases, leading to lower prices for consumers [2]. - Fixed cost allocation is a key driver of economies of scale; as production increases, the fixed costs (e.g., factory construction, production lines) are spread over more units, reducing the cost per unit [3]. - Marginal cost decreases further amplify the price advantages for wholesale purchases, as larger production scales allow for lower raw material costs and improved production efficiency [3][4]. Group 2: Supply Chain Efficiency - The wholesale model simplifies the supply chain, reducing the number of intermediaries and associated costs, which allows for lower prices for consumers [4]. - By directly connecting manufacturers and wholesalers, the wholesale model minimizes additional losses and storage costs, leading to more stable pricing [4]. - However, excessive production or procurement beyond market demand can lead to inventory buildup, increasing storage and capital costs, which can negate the benefits of economies of scale [4]. Group 3: Market Implications - Understanding economies of scale helps explain why larger companies can dominate the market through bulk production and procurement, influencing consumer purchasing decisions [5]. - The principle of economies of scale serves as a crucial link between production and consumption, impacting daily consumer choices [5].

Core Insights - China's home appliance exports have shown unexpected growth in the first seven months of this year, with air conditioner exports increasing by 4.1%, refrigerators by 2%, and washing machines by 5.3% [1] - In the first half of the year, China's total home appliance exports reached $68.78 billion, a year-on-year increase of 6.2% [1] - The participation of 764 Chinese companies at the Berlin International Consumer Electronics Show, accounting for over one-third of total exhibitors, highlights the industry's resilience despite Western trade barriers [1] Group 1: Market Dynamics - The Chinese home appliance market faced challenges post-2018 due to a slowdown in real estate and competition from emerging brands in niche segments, prompting traditional manufacturers to lower prices [1][3] - Major players like Haier, Midea, and Gree have consolidated market share through strategic pricing and supply chain optimization [1][3] Group 2: International Expansion - There is significant growth potential for Chinese home appliances in overseas markets, particularly in Southeast Asia, where the annual growth rate for major appliances is between 7% and 9% [4] - The Middle East and Latin America are also key markets, with the Middle East expected to see a compound annual growth rate of 5.5% in home appliance retail from 2022 to 2024 [4] Group 3: Supply Chain and Cost Challenges - The logistics costs for exporting from China have surged, making it imperative for home appliance companies to establish overseas supply chains to mitigate risks [4][7] - Rising costs in regions like Vietnam pose challenges for Chinese brands looking to expand manufacturing capabilities abroad [7][9] Group 4: Product Adaptation and Market Understanding - Successful international expansion requires understanding local consumer preferences and adapting products to meet specific climatic and cultural needs [11][12] - For instance, air conditioners in the Middle East must withstand higher temperatures and include features like sand filters, while Southeast Asian products need to address humidity-related issues [11][12] Group 5: Strategic Acquisitions - Chinese companies like Haier and Midea have pursued acquisitions to enhance their technological capabilities and market presence, with Haier's acquisition of GE Appliances being a notable example [19][20] - Midea's acquisitions, including Toshiba's home appliance business, have allowed it to leverage established brands and technologies to strengthen its market position [20][22] Group 6: R&D Investment - Leading brands like Haier and Midea invest significantly in R&D, with Haier's R&D expenditure at 10.74 billion yuan, representing 3.8% of revenue, and Midea's at 16.2 billion yuan, or 4.4% of revenue [25] - This investment in innovation is crucial for maintaining competitiveness and transitioning from a manufacturing-focused model to a brand-oriented approach [25]