市民打卡麦当劳。 家宴现场。本报记者 董洁 摄 本报记者 董 洁 刷新消费体验边界 "在家门口就能吃到麦当劳，还能买到高端女装品牌，现在西宁的消费体验越来越好！"周末到西宁王府井百货购物的市民王女士说道。2025年，青海锚定消 费升级新赛道，将首发经济作为激发市场活力、塑造城市消费品牌的关键抓手，通过政策赋能、活动造势、平台搭台，让一个个首店落地生根、一场场首发 活动精彩纷呈，为高原消费市场注入全新活力。 政策护航为首发经济发展蓄势赋能。《青海省商贸领域品牌引进和培育工作方案》出台，推出16条实打实的支持措施，涵盖首店入驻、新品发布、首发首展 首秀等重点领域，明确首店经济、高端商业品牌等五大培育方向。针对不同类别的首店项目，青海实施差异化补贴标准，对国际高端品牌首店和国内高端品 牌首店，给予不超过核查认定投资额50%的补贴，真金白银的扶持政策，让众多品牌商打消顾虑、果断布局。 "手机换新补500元，旧车换新能源车省近2万元……"西宁市民赵先生的账单，成为2025年青海消费市场暖意融融的生动注脚。这一年，以旧换新政策撬动消 费超197亿元，首发经济带来新潮体验，"拉面+骑行"等特色场景则让"烟火气"与"新活力" ...

岁末年初，消费市场涌动着一股"焕新"热潮。1月22日下午，在小米之家八佰伴店，店长朱亮熟练 地向顾客演示一款小米AI眼镜并算了一笔"优惠账"："标准版原价1849元，门店先补60元，再享国家 15%补贴，最后实付1520元。"他告诉记者，1月1日起，智能眼镜首次被纳入国家消费补贴范围，前来 咨询体验的顾客明显增多，"政策的信号很明确，市场热度在上升。" 线上线下的数据印证了政策的带动效应。在淘宝官方旗舰店，享有补贴的华为、小米等品牌智能眼 镜销量已突破4000台。线下各品牌门店则将"国补直达"等标识置于醒目位置，客流量显著增长。以小米 之家为例，朱亮介绍，他们还配套了厂家补贴，形成"国补+厂补"的叠加红利，让消费者"看得见、算得 清、直接省"，有效激发了潜在的消费需求。 "绿色焕新"成消费主流 与数码区充满未来感的科技热度相呼应，家电、汽车市场涌动的则是另一股以绿色、节能为核心 的"焕新"暖流。 "换这台一级能效冰箱，国家能补贴不少。"在新世纪家电卖场，市民李女士和丈夫仔细了解节能冰 箱数据。她算了一笔账：这款550升白色四门法式冰箱市场价是9290元，享受国补15%的同时叠加商场 活动和厂家补贴，最终需支付 ...

家 电数码产品销售门店内消费者众多（央广网记者 滕艳娇 摄） 2026年是"十五五"开局之年。内需市场潜力持续释放，消费新场景不断涌现，文旅融合、冰雪经济、国 潮消费等热点频现，展现出超大规模市场的韧性与活力。为深入解读开局新气象，央广网推出《数读中 国开局新活力》系列报道，以数据为支撑，聚焦各地消费场景、产业升级与民生改善的生动实践，呈现 中国经济稳中求进、活力迸发的时代图景。 央广网南宁1月15日消息（记者滕艳娇）新一轮消费品以旧换新政策在广西落地首周，便交出亮眼成绩 单。截至1月11日，全区家电以旧换新及数码智能产品购新补贴累计发放11.4万份，国补优惠金额6499.9 万元，直接拉动家电和3c数码销售金额4.5亿元。其中南宁市补贴申领量占全区25.9%，成为政策落地 的"核心引擎"。 政策精准滴灌 绿色消费成主流 1月10日下午，南宁市一家电数码产品销售门店内，市民吴女士正在选购一级能效冰箱。导购员现场核 算优惠："这款冰箱售价5999元，享受15%国补减免899元，叠加门店焕新折扣后到手4199元，旧冰箱上 门回收再抵500元，全程无需您费心搬运。" 政策覆盖家电、数码等大宗消费和民生品类，家电按售 ...

Core Insights - The 618 home appliance market is experiencing significant growth driven by national subsidies and promotional discounts, with JD.com leading the market with a 51% share of total sales since May 30, achieving over 50% sales growth [1][3][18] - Consumer preferences are shifting towards green, smart, and health-oriented appliances, indicating a trend from simply upgrading to enhancing quality [7][18] Market Performance - JD.com maintains a strong position in the home appliance sector, with 59.5% of consumers stating they purchase over 90% of their appliances from JD.com, and 21.7% purchasing over 80% [6][16] - The most popular categories during the 618 event include air conditioners, personal care appliances, and kitchen small appliances, with air conditioners being the top choice at 51.2% [2][3] Consumer Behavior - A significant portion of consumers (52.7%) budget between 3000-10000 yuan for major appliances, while 47.8% budget between 300-1500 yuan for small appliances [5] - The decision-making process is increasingly rational, with 52.8% prioritizing product quality and 49.5% valuing efficient delivery services [5][18] Trends in Product Preferences - Consumers are increasingly opting for energy-efficient and smart appliances, with 48.3% purchasing energy-saving products and 33.6% choosing smart devices [7][9] - In the television segment, 48.4% of consumers seek high-quality displays, while 39.8% prioritize energy efficiency [9] Impact of National Subsidies - The combination of promotional discounts and national subsidies has made high-end appliances more accessible, with 38.7% of consumers using subsidies for planned upgrades and 45.0% being motivated to upgrade due to the attractive offers [13][15] - Consumers report significant savings when using subsidies, with 25.2% saving between 500-1000 yuan and 18.9% saving between 1000-2000 yuan [15] JD.com's Competitive Advantage - JD.com is favored for its comprehensive pre-sale and post-sale services, with 93.9% of consumers choosing it for subsidy purchases due to its service quality and product guarantees [16][18] - The platform's ability to meet consumer demands for quality, price, and service reinforces its leading position in the home appliance market [18]