今日起，2026年消费品以旧换新补贴正式落地，京东全面承接线上线下"国补"！ 1月1日零点，随着新年钟声敲响，2026年国家补贴正式启动。在广州京东MALL跨年夜活动上，市民吴女士零点刚过 即成功下单，成为2026年国补首单消费者。而在此时，广州京东MALL的国补收银窗口已排起了队，国补消费热可见 一斑。 通过国补方式买到心仪手机后，吴女士高兴地分享："我之前来看手机的时候了解到新年的国补政策，跨年夜便来到这 里，新年零点一过就马上下单，没想到是全国第一单！原价5999元的手机，国补直接优惠了500元，非常划算！" 国补政策迅速点燃了消费者的换新热情。像吴女士一样，不少消费者选择在京东MALL跨年，0点一过便用国补选购产 品，新年焕新在这里也有了具象化的场景。 "我在新闻上看到2026年国补开启的消息，就想着给家里的冰箱换新一下。今晚跨年夜，我和家人正好在附近，就特意 来京东MALL逛逛。"现场另一位正在办理结账的唐先生说。当晚，他选购了一台11999元的冰箱，国家补贴1500元。 根据国家发改委消息，2026年1月1日起，对个人消费者购买手机、平板、智能手表手环（单件销售价格不超过6000 元）、智能眼镜， ...

以京东为例，在国补使用方式上，消费者只需三步便能轻松获取2026国补省钱体验。第一步，打开京东 APP，搜索"国家补贴"，即可抵达国补主会场；第二步，点击进入对应省市，按照页面提示领取国补资 格；第三步，消费者可在会场浏览选购，也可直接搜索国补商品完成下单，完成国补减免！ 此外，京东MALL、京东电器城市旗舰店、京东之家、京东家电专卖店等线下渠道等同步展开国补承 接。1月1日起，消费者可直接前往就近京东门店，咨询国补导购进行国补核销与下单。 在提升国补体验方面，京东可额外为消费者提供家电品类的旧机回收补贴，"送、装、拆、收"一体化服 务，以及"三免四不限"服务（即旧机免费上门、免费拆卸、免费搬运；不限旧机购买渠道、不限品牌、 不限年限、不限品相）。此外，京东可为3C数码品类送货上门的同时，完成现场签收、现场激活，让 消费者足不出户换新机。 12月30日，国家发展改革委、财政部印发的《关于2026年实施大规模设备更新和消费品以旧换新政策的 通知》正式发布，明确2026年"两新"政策的支持范围、补贴标准和工作要求。 针对家电品类，个人消费者购买冰箱、洗衣机、电视、空调、电脑、热水器等6类家电中1级能效或水效 标准 ...

今日起，2026年消费品以旧换新补贴正式落地，京东全面承接线上线下"国补"！ 1月1日零点，随着新年钟声敲响，2026年国家补贴正式启动。在广州京东MALL跨年夜活动上，市民吴女士零点刚过即成功下单，成 为2026年国补首单消费者。而在此时，广州京东MALL的国补收银窗口已排起了队，国补消费热可见一斑。 伴随政策下发，京东再次全面承接国补落地。在线上，消费者打开京东APP，搜索"国家补贴"即可抵达活动会场。在线下，全国近3 万家京东MALL、京东电器城市旗舰店、京东之家以及京东家电专卖店同步准备就绪。 政策与市场的积极协同，不仅切实提升了消费者的幸福感，也进一步增强了市场发展信心。未来，京东将持续做好两新政策的落地 实施工作，助力国家换新补贴高效、普惠地覆盖广大消费者。 新快报记者 郑志辉 国补政策迅速点燃了消费者的换新热情。像吴女士一样，不少消费者选择在京东MALL跨年，0点一过便用国补选购产品，新年焕新 在这里也有了具象化的场景。 "我在新闻上看到2026年国补开启的消息，就想着给家里的冰箱换新一下。今晚跨年夜，我和家人正好在附近，就特意来京东MALL 逛逛。"现场另一位正在办理结账的唐先生说。当晚，他选 ...

Group 1 - The core policy for 2026 focuses on large-scale equipment updates and consumer goods replacement, with specific support areas and subsidy standards outlined in the notification [2] - The 2026 policy introduces new subsidy categories, including updates for old residential elevators, equipment for elderly care institutions, and safety equipment [3] - The policy aims to enhance rural consumer access by increasing offline business entities and guiding online channels towards rural areas [3][4] Group 2 - The subsidy mechanism for 2026 has been optimized, with differentiated subsidies based on the number of elevator floors and prioritizing electric vehicle updates for old operational trucks [5] - In the consumer goods replacement sector, the subsidy for cars remains unchanged, while home appliance subsidies are adjusted to support only energy-efficient products, with a cap of 1,500 yuan per item [6] - The policy emphasizes the importance of service consumption and aims to expand domestic demand through the implementation of the "Two New" policies [6][7]

针对家电品类，个人消费者购买冰箱、洗衣机、电视、空调、电脑、热水器等6类家电中1级能效或水效标准的产品，按产品销售价格的15%给予补贴，每位 消费者每类产品可补贴1件，每件补贴不超过1500元；针对数码和智能品类，个人消费者购买手机、平板、智能手表手环、智能眼镜等4类产品（单件销售价 格不超过6000元），按产品销售价格的15%给予补贴，每位消费者每类产品可补贴1件，每件补贴不超过500元。 根据上述规则，2026年起，消费者可享受共十类家电以及数码和智能产品补贴，单人累计至高可省11000元。此外，《通知》提及，支持智能家居产品（含 适老化家居产品）购新补贴，具体补贴品类、补贴标准将由地方结合实际自主合理制定。 以京东为例，在国补使用方式上，消费者只需三步便能轻松获取2026国补省钱体验。第一步，打开京东APP，搜索"国家补贴"，即可抵达国补主会场；第二 步，点击进入对应省市，按照页面提示领取国补资格；第三步，消费者可在会场浏览选购，也可直接搜索国补商品完成下单，完成国补减免！ 此外，京东MALL、京东电器城市旗舰店、京东之家、京东家电专卖店等线下渠道等同步展开国补承接。1月1日起，消费者可直接前往就近京东 ...

Core Insights - The article highlights the cultural significance of the color red in Chinese New Year celebrations, with 55.8% of consumers planning to incorporate red into their year-end rituals as a symbol of good fortune and positivity [1][10][20] Consumer Behavior - 80.1% of consumers intend to purchase red items for the New Year, with 24.9% already having placed orders and 55.2% actively selecting products [4][11] - The most popular red items include clothing such as red scarves (47.0%), red underwear/socks (43.8%), and red sweaters (41.5%) [13] - Consumers are increasingly purchasing red items not just for themselves but also as gifts for family and friends, with 57.9% choosing to reward themselves [4][11] Sales Performance - Sales of red-themed products have surged, with beauty products like red lipsticks and lip glosses seeing over 10 times year-on-year growth, and red jewelry sales increasing by 275% [3][13] - Specific red items such as red plush accessories and red wine have also shown significant sales increases, with cherries and traditional snacks like candied hawthorn seeing growth rates of 6.5 times and 313% respectively [3][16] Cultural Significance - The color red is deeply rooted in Chinese culture, symbolizing joy, luck, and prosperity, with 53.1% of respondents associating it with festive occasions [10][8] - The concept of "opening the door to good fortune" by wearing red at the start of the year resonates with 50.1% of consumers, indicating a strong cultural belief in the auspiciousness of red [10][19] Emerging Trends - The new color trend "Qiji Red," which combines traditional cultural elements with contemporary aesthetics, has gained recognition, with 55.8% of consumers aware of it [18][19] - This trend reflects a blend of tradition and modernity, appealing to younger consumers and becoming a significant fashion statement for the upcoming year [20]

Group 1 - JD.com is fully prepared to launch the "National Subsidy" event and has invested nearly 30 billion yuan to support the initiative in rural areas by 2025, aiming to boost rural consumption and promote high-quality economic development [1] - In 2024, the "old-for-new" program has become a national strategy, with JD.com mobilizing tens of thousands of employees across various departments to ensure effective implementation of the policy [3] - By 2025, JD.com will continue to invest nearly 30 billion yuan in subsidies, marketing, logistics, and service capacity to enhance user experience and stimulate market consumption in rural areas [3] Group 2 - JD.com's "old-for-new" service covers over 200 categories, including home appliances and electronics, and has nearly 30,000 offline stores ready to support the national subsidy program [5] - The company offers comprehensive services such as free pickup, dismantling, and transportation for old appliances, achieving a 97% integration rate for delivery and installation of major appliances [5] - JD.com ensures the safe and effective distribution of subsidies through a fully digitalized process, optimizing fraud prevention measures and ensuring compliance [6] Group 3 - JD.com has established nearly 100,000 service stations in rural areas to enhance last-mile delivery and service accessibility for consumers [6] - The ongoing implementation of the "old-for-new" policy in 2026 is expected to significantly support domestic demand and high-quality economic development [6] - JD.com aims to leverage its supply chain capabilities to efficiently manage the "old-for-new" program and ensure subsidies reach rural consumers fairly and securely [6]

Core Viewpoint - The article discusses the implementation of the "National Subsidy" policy for 2026, emphasizing the importance of optimizing fund allocation and preventing fraud in the "old-for-new" consumer goods exchange program [2][5]. Group 1: Policy Implementation - The National Development and Reform Commission and the Ministry of Finance have issued a notification for the 2026 "old-for-new" policy, focusing on systematic deployment and detailed implementation guidelines [2]. - The policy aims to enhance the efficiency of financial resources and ensure that subsidies reach consumers effectively, particularly in rural areas [5]. Group 2: Role of JD.com - JD.com has actively participated in the "old-for-new" initiatives, employing innovative subsidy models and enhancing online-offline collaboration to improve user experience and effectively utilize "National Subsidy" funds [2][3]. - The company has invested nearly 300 billion in 2025 to support the "National Subsidy" program in rural areas, focusing on product subsidies, technology development, and logistics [4]. Group 3: Risk Management and Technology - JD.com utilizes AI image detection, data verification, and location services to provide a comprehensive fulfillment and verification service for "National Subsidy" products, reducing risks of false claims and enhancing policy accessibility [3][4]. - The company has developed systematic capabilities in delivery, qualification verification, and risk control to ensure that subsidy funds are accurately and safely distributed to consumers [5].

Group 1 - The new round of national subsidies will officially start on January 1, 2026, with consumers able to claim them on Taobao and Tmall [1] - The 2026 national subsidy covers ten categories, including refrigerators, washing machines, televisions, air conditioners, computers, water heaters, mobile phones, tablets, smartwatches, and smart glasses, with smart glasses being a new addition [1] - The subsidy rate is set at 15%, with a maximum subsidy of 1500 yuan for energy/water-efficient appliances and 500 yuan for digital and smart products priced under 6000 yuan [1] Group 2 - Provinces such as Guangdong, Zhejiang, Jiangsu, and others have already launched the national subsidy on Taobao and Tmall, allowing consumers to access it through the app [4] - Tmall is fully supporting the 2026 national subsidy both online and offline, with over 10,000 physical stores participating [4] - From January 1 to 3, Tmall will collaborate with brands like Haier, Midea, Huawei, and Siemens to offer additional discounts, with consumers able to receive up to 950 yuan in consumption vouchers on top of the national subsidy [4]

花旗发表研究报告指，认为以旧换新政策延续对大部分电商平台而言属利好因素，将有助于抵销2026年 上半年的高基数影响。虽然2026年以旧换新计划的首批补贴规模为625亿元，而且每件产品的最高补贴 额低于2025年计划，符合资格的家电类别也较少，但花旗仍相信能提振消费情绪。因应较高基数及较小 的补贴规模，该行认为新政策对京东及其他电商平台的整体效用可能有限，同时指出智能眼镜产品虽获 纳入为合资格补贴产品，但预料相信其采用率可能有限。 ...