Group 1 - Su Ning Yi Gou is promoting a pricing strategy called "True Benefit, One Price, All the Way" for this year's Double 11, ensuring price stability across all products until the end of the event [1] - The company offers significant discounts on high-demand products, such as a 15-set washing and disinfection integrated dishwasher priced at 2999 yuan and a 75-inch 4K eye-protection TV at 2499 yuan, addressing consumer concerns about price fluctuations [1] - Consumers express satisfaction with the transparent pricing and product visibility in stores, indicating a preference for straightforward purchasing experiences without complex rules [1] Group 2 - As home appliance consumption upgrades towards "new quality," AI and health features are becoming mainstream, leading to a demand for hands-on experience with products [3] - Consumers prefer to physically interact with appliances to assess their functionality, such as the responsiveness of screens and voice recognition in noisy environments, rather than relying solely on online descriptions [3] - The role of offline sales staff is evolving into that of "household managers," providing expert knowledge and personalized service to enhance consumer trust and understanding of product needs [4] Group 3 - Su Ning Yi Gou's new store position, "Home Appliance Manager," offers one-on-one, comprehensive service, delivering reliable information in an accessible manner [4] - The integration of AI features in home appliances has led to over 55% of sales in this category, with large-screen products (85 inches and above) accounting for over 62% of sales [4] - Sales growth for products like multi-tub washing machines, self-cleaning air conditioners, and built-in refrigerators is significantly outpacing overall category growth, indicating a shift towards high-end products [4]

Core Insights - This year's Double 11 shopping festival has seen a significant shift in consumer behavior, with many opting to return to physical stores due to a growing distrust in online pricing and promotions [1][9] - Complaints related to price fraud and discrepancies between pre-sale and actual prices have surged, leading consumers to feel misled by online platforms [1][2] Group 1: Consumer Behavior - Consumers are increasingly frustrated with online shopping experiences, feeling that the promised deals often do not materialize, as evidenced by a consumer's experience where an appliance was cheaper in-store than online during Double 11 [1] - The trend of returning to physical stores is driven by a desire for price certainty and transparency, as seen in strategies employed by retailers like Suning, which offers price guarantees [2][6] Group 2: Retail Strategies - Physical stores are focusing on providing a sense of certainty and reliability in pricing, with Suning's "one price, one guarantee" strategy effectively addressing consumer anxieties about price fluctuations [2][6] - The role of in-store sales associates is evolving, as they are now seen as knowledgeable experts who can provide personalized service and product demonstrations, enhancing consumer trust [6][9] Group 3: Product Trends - There is a noticeable shift towards high-tech appliances with AI and health features, with over 55% of sales in physical stores comprising such products, indicating a preference for experiential shopping [6][9] - The sales of larger screen televisions and advanced home appliances are significantly outpacing overall category growth, reflecting a consumer trend towards premium products [6][9]