11月11日晚，家住广州的晨小姐在苏宁易购买了一台55英寸QD Mini LED电视，原价3799元，厂商补贴 后的到手价3299元。今年双11，55英寸Mini LED电视在京东等电商平台的价位也已降到3000~4000元左 右，环比今年618降幅约20%。 今年双11，由于去年国补带来市场的高基数、今年大促周期长、国补力度减弱等综合因素，无论家电厂 家还是商家都面临着较大的增长压力，因此价格竞争激烈。厂家、商家以自补（自己提供补贴）方式， 推广中高端产品、智能化新产品。 双11家电市场已告别高歌猛进。奥维云网（AVC）的数据显示，今年11月3日至11月9日，国内彩电、冰 箱、空调的线上和线下零售市场均出现同比下滑。业内人士呼吁，行业从低价竞争转向价值创造。 平淡的双11冲刺 一位彩电企业相关负责人向第一财经记者表示，今年双11家电市场的需求提前被分散，没有形成集中爆 发。去年国补带来市场高基数，今年四季度国补投放变少，一定程度上造成消费者观望。厂家普遍采取 自补方式推动销售，但盈利压力增大，且低端产品没有空间，倒逼价格段往上走，中高端产品成为热 点。 鸿蒙智选美邦空调总经理甘建国告诉记者，今年双11大促时 ...

Core Insights - The overall performance of the home appliance market during this year's Double 11 shopping festival has been lackluster, with significant price competition and a shift towards mid-to-high-end products due to reduced government subsidies and a high base from last year [2][3][5] Group 1: Market Trends - The price of 55-inch Mini LED TVs has dropped to around 3000-4000 yuan, reflecting a 20% decrease compared to the previous shopping event [2] - Online and offline retail markets for televisions, refrigerators, and air conditioners have shown a year-on-year decline from November 3 to November 9 [2] - The demand for home appliances has been dispersed rather than concentrated, leading to a subdued sales environment [3] Group 2: Sales Performance - Some small appliance companies reported a 20% year-on-year increase in overall sales during Double 11, with e-commerce sales rising from 65% to 70% of total revenue [4] - A small appliance company noted that their sales on Double 11 were lower than the sales on October 20, indicating a lack of excitement during the event [3] Group 3: Pricing and Competition - The air conditioning industry saw an overall price decline of 5%-15% during Double 11, with companies like Meibang focusing on smart features to differentiate their products [3] - Some retailers reported significant declines in revenue, with one retailer experiencing a double-digit percentage drop in sales [5] Group 4: Growth Opportunities - Growth opportunities in the home appliance market are becoming more structured, with specific categories like AI products and health-oriented appliances showing significant growth [6] - JD's Double 11 report indicated a 150% increase in sales for home appliance and home goods flash new products, while Su Ning reported that smart appliances accounted for over 55% of sales [6] Group 5: Consumer Behavior - Consumers are increasingly seeking value and quality over low prices, prompting brands to focus on product quality and customer service rather than traditional low-price strategies [7] - The market is characterized by a shift away from price-based promotions towards guiding consumption through new and trendy products [7]