Core Insights - Suning.com reported significant growth in the sales of upgraded home appliances and new trend products, with smart home appliance sales increasing by 72% year-on-year and high-end appliances priced over 10,000 yuan seeing an 86% increase [1] Group 1: Sales Performance - The back-to-school season combined with the 818 promotion led to substantial year-on-year sales growth in 3C products, with laptops, tablets, and smartwatches increasing by 184%, 129%, and 94% respectively [1] - During the 818 period, the sales of all categories of smart products through Suning.com exceeded 50% of total sales [1] Group 2: Store Expansion and Strategy - Suning.com has accelerated the layout of Suning Max stores in core urban areas, establishing them as launch platforms for new products and smart home appliance experience centers [1] - Sales at Suning Max stores during the 818 period surged by 43% year-on-year, with significant growth in key categories: computers (206%), air conditioners (110%), and kitchen appliances (78%) [1] Group 3: Emerging Product Trends - There is a rising consumer interest in "new, unique, intelligent, and special" products, with notable growth in high-performance gaming laptops (251%), integrated kitchen machines (186%), large-capacity dishwashers (184%), and no-wind air conditioners (80%) [1]

Core Insights - The report from Suning.com indicates a significant shift in consumer preferences towards upgraded home appliances and new trend products, highlighting a 72% year-on-year increase in sales of smart home appliances that integrate cutting-edge technology and address consumer pain points [1] - High-end appliances priced over 10,000 yuan saw an impressive 86% growth in orders, reflecting a growing demand for premium products [1] - In the 3C category, sales of laptops, tablets, and smartwatches experienced remarkable year-on-year growth rates of 184%, 129%, and 94% respectively, indicating a strong consumer interest in these technology products [1]

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]

转自：智通财经 2025年上半年，家电行业延续结构性增长。奥维云网数据显示，1-6月中国家电市场零售额同比增长 9.2%。其中，洗烘套装、净水器、巨幕电视等"升级类"产品销售旺盛，均实现了两位数以上的同比高速 增长。 例如，在今年618期间，苏宁易购通过"万人空巷抢家电"活动，有效带动趋势品类加速出圈。数据显 示，5月16日至6月18日，全国门店以旧换新订单同比增长63%，万元以上家电销售增长122%。其中， AI新风空调销售同比增长137%，成为改善型空调的核心增长引擎；嵌入式厨房微蒸烤一体机销售同比 增长88%，体现出家居一体化趋势快速渗透；扫地机器人、洗碗机、智能门锁等"懒人三件套"销量同比 增长分别达131%、90%、62%。 依托"国补+厂补+苏宁补"的三重补贴机制，苏宁易购将智能升级类、趋势新品类家电从"高端升级型消 费"转化为"大众普惠型产品"。618期间，苏宁易购推出999元起的定制版一级能效空调、3199元起的14 套洗碗机等爆款产品，并可叠加以旧换新补贴，进一步降低用户更换新智家电的门槛。 7月至8月，苏宁易购开展"818燃购生活节"活动，在供给侧持续发力，联合品牌定制百万台新智家电商 品 ...

Group 1 - The core idea of the article highlights the rising demand in the home appliance market driven by summer consumption trends, with significant promotional activities initiated by Suning.com during the 818 shopping festival [1][3]. - Suning.com has launched the "New Smart Home Appliances 0 Yuan Purchase" campaign, offering consumers vouchers equivalent to their actual payment, with a maximum return of 10,000 yuan [3][4]. - The company is focusing on innovative product offerings that cater to consumer needs in various scenarios, including new air conditioning systems, large-screen laser TVs, and multifunctional refrigerators [3][4]. Group 2 - Suning.com is providing extensive discounts and promotions, including a 1,080 yuan coupon, up to 1,980 yuan for trade-in programs, and a special subsidy event with prices as low as 50% off [3][4]. - The company emphasizes enhanced customer service, including a 30-day return policy and 365-day exchange guarantee, along with free installation services for certain products [4]. - Suning.com is also upgrading its service ecosystem by collaborating with popular brands to offer exclusive membership benefits, including a 100 yuan mobile coupon and various free service options for Super members [4].

Core Insights - The Ministry of Commerce reported that over 66 million consumers have purchased more than 109 million "old-for-new" home appliances this year, indicating a strong market demand for home appliances [1] - Suning.com launched the 818 Shopping Festival to stimulate the home appliance market, featuring various promotional activities and partnerships with major brands to enhance consumer engagement and drive sales [1][5] Group 1: Promotional Activities - Suning.com introduced the "New Smart Home Appliances 0 Yuan Purchase" initiative, allowing consumers to receive coupons equivalent to their purchase amount, with a maximum rebate of 10,000 yuan [5] - The festival includes additional online promotions such as 1,080 yuan coupons, free home appliances worth 10,000 yuan, and 50% off flash sales [5] - The event will feature over a thousand themed experience activities in physical stores, enhancing consumer interaction with new products [6] Group 2: Product Offerings - Suning.com collaborated with over 100 major brands, including Haier, Hisense, Midea, and Gree, to offer thousands of popular products, including innovative home appliances like integrated washing machines and air conditioners [5][6] - The company aims to promote high-quality, energy-efficient new smart home appliances at more accessible prices during the festival [6] Group 3: Membership and Consumer Engagement - The Super Membership program will be expanded, offering new cross-industry benefits in collaboration with popular brands like iQIYI and Tencent Video [6] - Members will enjoy various perks, including a 365-day return policy, free screen replacements, and monthly selection of additional membership benefits [6]