近日，全国多地气温"断崖式"下降，带动"暖经济"迅速升温。苏宁易购数据显示，10月下旬以来，贵 阳、成都、长沙三地受气温骤降影响，位列暖冬家电消费城市TOP3，销售额同比增长分别达150%、 110%和87%。在暖冬家电产品选购中，智能化与健康功能成为关键考量因素，具备杀菌功能的暖风机 和搭载AI远程控制的石墨烯踢脚线产品销量分别增长102%和87%。 目前，单纯"发热"的基础功能已难以满足消费需求。具备AI智能控温、语音交互等功能的油汀、暖风机 等新型取暖设备，尤其受到年轻消费者青睐。南京新街口Suning Max店家电管家介绍，"像是门店最近 上市的新款油汀，既能够联动语音助手，随时语音操控，还可以支持手机远程开启设备，下班路上提前 开机，到家就是暖暖的。" "最近天气突然变冷，家里有老人和孩子，取暖必须跟上。"安徽芜湖的李先生在苏宁易购门店下单了一 款智能暖风机，"主要看中它搭载了加湿模块和净离子杀菌功能，取暖的同时还能够控制空气质量和湿 度，体验更舒适"。 为满足消费者在双11期间的多元化取暖需求，苏宁易购今年持续加码暖冬"真惠补"，特别设立暖冬生活 家电专区，进一步丰富产品矩阵、加大普惠力度。专区涵 ...

Core Insights - The consumption platform "What Worth Buying" reported strong performance in traditional categories such as mobile communication, home appliances, and furniture during the first phase of the "Double 11" shopping festival, indicating a sustained trend towards quality consumption [1] - The cold wave across many regions has led to a significant increase in demand for warm clothing and winter home goods, creating a new consumption pattern characterized by "temperature drop warming" and "home upgrade" [1] Group 1: Sales Performance - From October 15 to October 20, the GMV for overcoats, down jackets, and cotton jackets increased by 105.43%, 61.79%, and 36.01% year-on-year, respectively [2] - High-quality items such as goose down saw a GMV increase of 243.30%, while new thermal technology products like gold standard P cotton increased by 115.12% [2] - The demand for outdoor sports gear also rose, with yoga clothing GMV up by 43.84%, and climbing jackets and fleece jackets increasing by 80.95% and 100.99%, respectively [2] Group 2: Consumer Behavior - The cold weather has not dampened consumer enthusiasm for sports; instead, it has driven growth in related equipment, with keywords related to skiing seeing a 27.22% increase in popularity [2] - The GMV for ski clothing increased by 48.80%, and outdoor products like thermos cups grew by 70.42%, indicating a dual-line consumption trend of indoor and outdoor activities [2] - In contrast to the immediate consumption of clothing, home heating products showed a strong growth trend, with bedding GMV increasing by 169.44%, and winter bedding specifically rising by 258.17% [3] Group 3: Consumer Decision-Making - The purchasing pattern reflects a rational decision-making process where consumers first seek immediate warmth through clothing and then plan for long-term heating solutions based on personal home needs [3] - Products like water heating blankets and electric blankets saw GMV increases of 221.80% and 110.90%, respectively, due to their convenience and immediate effectiveness [3]