"今年双11同比压力大，价格厮杀得凶，基本每周一个促销小节点。"10月21日，一位彩电企业相关负责 人向第一财经记者说。调研机构预测，由于去年四季度"国补"（国家补贴）资金足、市场基数高，今年 国补限流，双11家电市场有增长压力。 一位白电企业负责人也说，国内家电零售价在国补限流后有点乱，头部品牌在"自补"（提供企业补 贴），"我们腰部品牌保守操作，不参与低价亏损行为"。有商家认为，今年双11主流品牌从拼价格转向 拼品质，从单纯拼产品转向比拼供应链效率提升。 更多智能家电正在走进消费者的生活。 拍摄/第一财经记者王珍 价格激战抢份额 10月20日晚8点，2025天猫双11正式开卖，开卖第一个小时，苹果、石头等80个品牌成交额破亿元。京 东方面，自今年10月9日双11启动以来，截至10月20日18时，消费电子产品保持增长，AI眼镜、AI手机 等AI相关产品成交额同比增速近200%，家电家居超2000个品牌增长超100%，家电家居带电新品成交额 增长84%。 京东双11的数据显示，海信E7Q电视、格力小凉神空调等新品首发即登顶当日品类TOP1。健康风空调 同比增长3倍，台式即热饮水机、暖被机、自清洁抽油烟机等同比 ...

Core Viewpoint - The 2025 Double 11 shopping festival faces significant pressure compared to last year, with intense price competition and a shift in focus from price to quality and supply chain efficiency among major brands [2][5][8]. Group 1: Market Trends and Performance - The home appliance market is experiencing growth pressure due to the limitation of national subsidies, which were abundant last year [2][9]. - Major brands are shifting strategies, with some opting for self-subsidies to maintain market share, while others are avoiding price wars [7][9]. - Sales data from platforms like JD.com shows significant growth in AI-related products and new home appliances, with some categories experiencing over 200% year-on-year growth [6][8]. Group 2: Competitive Landscape - The air conditioning market is particularly competitive, with brands like Gree and Midea adjusting their pricing strategies to compete in the sub-2100 yuan segment [7][9]. - The small appliance market is also seeing aggressive pricing strategies, with brands like Ecovacs and Roborock engaging in price wars to attract consumers [8][9]. - Overall, the competition among e-commerce platforms is fierce, with JD.com emphasizing low prices and promotional strategies to capture market share [8][9]. Group 3: Product Innovation and Consumer Engagement - Despite the competitive pressures, there are opportunities for product upgrades and new categories, with large-screen TVs and emerging categories like washing machines and dishwashers gaining traction [10][12]. - Companies are focusing on enhancing consumer experience through bundled services and promotions, such as offering cooking services with appliance purchases [11][12]. - Supply chain collaboration is becoming a trend, with leading companies like Midea and Hisense working to streamline logistics and improve market responsiveness [13].

Core Insights - The home appliance market is facing significant pressure this year due to reduced government subsidies and increased competition, leading to a shift from price competition to quality and supply chain efficiency [2][6][10] Group 1: Market Trends - The 2025 Double 11 sales event saw over 80 brands, including Apple and Roborock, achieving over 100 million yuan in sales within the first hour [3] - AI-related products, such as AI glasses and AI phones, experienced nearly 200% year-on-year sales growth, while over 2000 home appliance brands saw sales growth exceeding 100% [3] - The overall market for home appliances is expected to decline compared to last year due to limited government subsidies and a saturated market [7][10] Group 2: Competitive Strategies - Major brands like Gree and Midea are adapting to market changes by launching new products at competitive prices, with Gree's new air conditioning brand "Xiaoliangshen" priced below 2100 yuan [5][9] - Companies are focusing on product bundling and enhancing customer experience, such as offering cooking services with appliance purchases [9] - The trend of "self-subsidization" is emerging among leading brands to maintain market share amidst price wars [5][10] Group 3: Product Performance - Despite a decline in overall sales, certain product categories like large-screen TVs (98 inches and above) and new categories such as washing machines and dishwashers are showing growth potential [8] - The retail share of new categories like washing machines and air purifiers has increased, indicating a shift in consumer preferences [8] Group 4: Supply Chain and Efficiency - Companies are increasingly collaborating on supply chain management to reduce costs and improve market responsiveness, with initiatives like "unified warehousing and distribution" being adopted [10] - The focus is shifting towards enhancing user experience and convenience, especially in regions where government subsidies have been reduced [10]

Group 1 - The core viewpoint of the articles highlights the intense price competition in the home appliance market during this year's Double 11 shopping festival, with brands shifting focus from price wars to quality and supply chain efficiency [2][3][5] - Major brands like Gree and Midea are adapting to market changes by launching new products at competitive prices, with Gree's new sub-brand targeting the budget segment [5][6] - The overall market performance for this year's Double 11 is expected to be lower than last year due to reduced government subsidies and increased competition among brands [6][7] Group 2 - Sales data indicates significant growth in specific product categories, such as AI-related electronics and large appliances, with some products experiencing over 200% year-on-year growth [3][4] - The market for large-screen TVs is expanding, with 98-inch and above models gaining traction despite an overall decline in TV sales [8] - New emerging categories like washing machines, dishwashers, and smart home devices are capturing a growing share of the market, indicating opportunities for innovation and product upgrades [8][9] Group 3 - Companies are focusing on enhancing customer experience and operational efficiency through supply chain collaboration and product bundling strategies [9][10] - The trend towards high-end products and service upgrades is becoming more pronounced as brands seek to differentiate themselves in a saturated market [10] - E-commerce platforms are implementing aggressive pricing strategies and guarantees to stimulate consumer demand despite the challenging market conditions [10]