近日，全国零售业创新发展大会召开，商务部副部长盛秋平表示，零售业正由"价格驱动"转向"体验驱动"。在此背景下，苏宁易购加速零售业态创新，通过 门店场景升级拓展，打造以Suning Max为代表的体验型消费空间，助力线下消费潜力释放。 截至今年12月，苏宁易购已在全国布局超150家Suning Max、Suning Pro大店，其中Suning Max店近20家，覆盖南京、北京、上海、杭州、无锡、合肥、福 州、厦门、广州、重庆、成都、南昌、太原、郑州、沈阳、哈尔滨等核心城市，体验型零售网络逐步完善。 当前，随着消费需求从"比价格、看参数"转向"重场景、重体验"，生活方式与兴趣需求正成为影响消费决策的重要因素。顺应这一变化，Suning Max店真实 复刻居家生活场景，将家电、家装与实际使用环境深度融合，让消费者在沉浸式体验中完成决策，从源头提升消费信任度与购买意愿。 这种以体验为核心的转变，正在门店端加速显现成效。北京中塔Suning Max店开业两天，5万元以上套购订单占比达35.3%；南昌八一广场Suning Max店开业 期间，销售客单价较当地门店平均水平提升20%。同时，门店打造"私享家"家装局改专区， ...

Core Insights - The rapid growth of large-screen televisions, particularly those over 100 inches, indicates a strong consumer demand for immersive home entertainment experiences, with sales increasing by over 200% year-on-year in the first half of this year [1] - The challenge of delivering and installing these large televisions has become a significant issue for consumers, as many face difficulties in coordinating delivery and installation services [2][4] - The separation of delivery and installation services, especially in non-official channels, poses risks such as product discrepancies and poor service quality, which can lead to consumer dissatisfaction [4][6] Industry Trends - The home appliance retail market is shifting from a focus on product and price to a comprehensive service experience that includes logistics, installation, and after-sales support [7] - Leading retail channels are beginning to integrate delivery and installation services to enhance consumer satisfaction, with examples like JD.com offering a "one-stop" service for large-screen televisions [7][8] - The collaboration between Hisense and JD.com exemplifies how integrated services can alleviate consumer concerns about purchasing large televisions, ensuring safe delivery and professional installation [8] Consumer Experience - The transition from a cumbersome "delivery and installation separation" model to a streamlined "integrated service" model reflects the evolution of the large appliance consumer ecosystem [9] - Addressing the logistical challenges of moving and installing large televisions is crucial for enhancing consumer satisfaction and driving growth in the high-end appliance market [9]

Core Insights - The trend of smart, healthy, and green home appliance consumption is accelerating, leading to a new wave of replacement demand [1][3] - The 818 promotional event by Suning.com features significant discounts and incentives, including up to 2000 yuan in subsidies and 50% off on selected large-screen TVs [1][3] - The event is supported by national policies, with 69 billion yuan allocated for the third batch of consumer goods replacement subsidies, making it an optimal time for consumers to upgrade their appliances [3][5] Group 1 - Suning.com launched the 818 main promotional event on August 15, featuring a "Super Group Purchase Day" across thousands of stores nationwide [1] - The event includes partnerships with over 100 leading brands, offering a wide range of products at discounted prices, with some items available at up to 50% off [3] - The promotion aims to lower the barriers for consumers to upgrade their quality of life through new smart appliances [3] Group 2 - The event is enhanced by local government policies, with regions like Gansu, Jiangsu, and Guangxi offering up to 20% discounts on new appliance purchases [3] - Suning.com is providing extended trial periods for certain products, such as 100 days for washing machines and 60 days for kitchen appliances, to enhance customer experience [5] - New store openings and celebratory events are taking place, with innovative experiences like smart robots and AR glasses being showcased to attract consumers [5]