Core Insights - The "National Subsidy" policy launched on January 1, 2026, has significantly boosted consumer demand for home appliances and electronics during the New Year holiday, with some e-commerce platforms reporting over 100% increase in foot traffic at offline stores [1][2] Group 1: National Subsidy Policy - The "National Subsidy" program includes a variety of products such as refrigerators, washing machines, televisions, air conditioners, and smart glasses, with a focus on energy-efficient and water-efficient models [1][2] - Consumers in Beijing can receive subsidies for purchasing eligible products through a designated app, which allows them to claim online or offline subsidies after completing identity verification [1] Group 2: E-commerce and Retail Impact - Major e-commerce platforms like JD.com and Tmall are competing for consumer attention by offering additional discounts and promotional events during the subsidy period, with Tmall providing up to 950 yuan in extra coupons [2] - Offline retail stores, particularly in Beijing, have seen a surge in customer traffic, with Su Ning reporting a 110% increase in foot traffic and a significant rise in sales of energy-efficient products during the holiday [2] Group 3: Instant Retail Trends - Instant retail platforms are capitalizing on holiday shopping trends, with significant sales increases in products appealing to younger consumers, such as craft beer and smartwatches, which saw over 100% and 610% year-on-year growth, respectively [3] - The shift in consumer behavior towards personalized and immediate shopping experiences is evident, as younger consumers prefer instant gratification over traditional bulk purchasing for holiday goods [3]

淘宝闪购年货节负责人表示："我们发现年货消费正逐步走向即时化、场景化。此次围绕四大情感场景布局商品与服务，正是为了更贴近年轻人的真实生 活需求。" 行业分析指出，年货节的即时零售模式，精准契合了年轻人"悦己"与"自我关怀"的情感需求。在新年节点，优质年货不再只是计划性采购，更成为随时随 地可实现的即时犒赏与社交互动。 晓风 近日，淘宝闪购正式启动2026年货节，以"淘宝闪购买年货，30分钟送到家"为核心主张，围绕团聚、出行、礼赠、装扮玩乐四大高频场景推出年货购物解 决方案。 随着年轻用户成为消费主力，年货采购正从过往以家庭为单位的"集中囤货"，转向更个人化、场景化的"即时满足"。如今的年货不再是节前统一备货 的"库存商品"，而成为融入日常、随时可得的品质选择。 基于这一洞察，淘宝闪购年货节于12月底提前开启，通过整合盒马鲜生、天猫超市的优质商品供给，并联合大润发、沃尔玛等大型连锁商超，百果园、酒 小二、吉列等知名品牌，共同推出多款新年节日爆款及冬季时令大单品。智利车厘子、红颜草莓礼盒、鲜活波士顿龙虾、澳洲和牛肥牛卷、榴莲千层等品 质食材，以及"马上有钱"银柳福桶、新年玫瑰花束等节庆好物悉数上线，覆盖送礼、聚会 ...