"大衣、羊毛衫、冲锋衣都能洗，入手这台洗衣机，看重的就是它的功能最为全面。"上海的王先生家里 的洗衣机用了5年，虽然运转正常，但当遇上需要精细护理的衣物时就犯了难。在Suning Max上海五角 场店，王先生试用了最新款多筒烘护一体机后，当场下单。"全家衣物都能一机搞定，光是干洗费都能 省下上千元。" 和王先生一样的消费者不在少数。苏宁易购数据显示，今年1-11月，核心城市门店直接选择"顶配"产 品、追求功能需求一步到位的消费者占比达4成。从过去的"坏了才换"到如今的"好用就换"，"顶配"家 电从过去可选项，成为提升生活品质的必要投资。 "能够精准适配各种场景、搭载丰富的前沿科技，是'顶配'家电的标配。"苏宁易购门店管理中心负责人 表示，当前消费者在选购家电前往往做足功课，了解各项功能参数，也更愿意为有长期价值的产品买 单。 在深圳从事程序开发工作的徐先生，在选购新冰箱前做了一番研究。"虽然这台冰箱价格一万多元，但 它具备自动识别食材、延长保鲜和自动制冰等多种功能。全嵌入式设计即便用很多年也不会过时。"徐 先生表示，"从长期使用的角度看，其综合使用成本反而更划算，而且每次使用都能享受到顶级的体 验。"更让他惊 ...

Core Viewpoint - Suning has reported significant growth in revenue and customer traffic due to the implementation of the "old-for-new" subsidy policy, which has stimulated consumer demand and forced supply chain upgrades [1][3][4]. Group 1: Revenue and Sales Performance - Suning's revenue for the fourth quarter reached 18.77 billion yuan, showing a notable increase compared to the previous quarters [2][3]. - The company experienced a year-on-year revenue growth of 34.35% in the fourth quarter, with in-store sales growing by 64.6% [3][4]. - The "old-for-new" policy has led to a 120% increase in store traffic since its implementation [3][4]. Group 2: Consumer Behavior Changes - The subsidy policy has shifted consumer preferences from low-cost options to higher-end products, with average transaction values increasing significantly [5][10]. - Sales of high-end appliances such as smart air conditioners and integrated kitchen appliances have surged, with year-on-year growth rates of 121%, 246%, and 215% respectively [5][6]. - Consumers are now more inclined to purchase products that maximize the subsidy benefits, often opting for items priced near the subsidy cap [10][11]. Group 3: Supply Chain and Product Efficiency - The policy has effectively phased out low-efficiency appliances, with first and second-tier energy-efficient products becoming the market standard [6][8]. - The market has seen a complete withdrawal of third and fourth-tier energy-efficient products from mainstream retail channels [6][8]. Group 4: Retail Channel Transformation - The "old-for-new" policy has transformed consumer behavior, emphasizing quality and experience over price, leading to a rise in demand for smart and integrated products [10][11]. - Physical stores are becoming the primary channel for consumers to engage with and purchase subsidized products, enhancing the shopping experience through direct interaction [10][11]. - Suning is focusing on experiential retail, with new store formats designed to enhance customer interaction and service [14][15].