The Mid-Autumn Festival National Day "Super Long Golden Week" injected strong momentum into the consumer market. On October 1, Suning.com released the 2023 Mid-Autumn Festival National Day consumption big data, showing that from September 28 to October 1, the number of trade-in orders in stores nationwide doubled year-on-year, and home appliance and home improvement "one-stop purchase" orders increased by 112% year-on-year. With the arrival of the "Golden Nine Silver Ten" peak season, this year's Double Festival "Home Scene" consumption presents trends such as green health, smart comfort, entertainment and self-pleasing, and whole home customization, and consumers pay more attention to label attributes such as appearance, intelligence, health, and comfort.
With the launch of the national home renewal consumption season, consumption promotion subsidy activities in various places continue to land, and new consumption scenarios and new models promote higher demand. Suning Tesco data shows that three days before the small long holiday, driven by the "Thousands of Cities and Thousands of Stores New Year" activity and green energy-saving subsidies, old for new and other discounts, the sales of green and low-carbon home appliances in stores are hot, the sales of first-class energy-efficient fresh air conditioners increased by 143% year-on-year, and the sales of energy-saving water heaters increased by 128% year-on-year. While the concept of energy saving, environmental protection, cleanliness and health is deeply rooted in the hearts of the people, the "technology nanny" smart home appliances that "replace hands with intelligence" are also very popular. Intelligent sweepers, stir-fry robots, and intelligent steaming ovens ushered in strong sales, with sales increasing by more than 150% year-on-year. In addition, security systems such as smart door locks and smart cat's eyes have also become the "new standard" for home ownership.
During the Double Festival, travel and returning to their hometowns to visit relatives also drove the wave of updating of 3C products of home appliances. Suning Tesco related person in charge introduced that double holidays are also a large number of home appliances 3C new products intensive listing node, preferential promotion policies are also more, many people traveling or returning to their hometown to visit relatives will choose to replace themselves or their families with new products, such as Apple iPhone 15 series, HUAWEI Mate 60 Pro, OPPO Find N3 Flip, vivo X90s, Samsung Galaxy Flip5 and other high-end flagship mobile phones are welcomed by consumers. "Many young people will also replace electrical products for their elders, such as TVs 'small for large', 75-inch and above models have gradually become the new mainstream, Hisense A66K, Skyworth H69D, TCL C78G, Konka X9 and other models lead sales. In addition, products such as water purifiers, floor scrubbers, and steaming and baking machines have also become representatives of reunion consumption and filial piety consumption. ”
During the Golden Week, users with decoration needs will also choose to buy home appliances in advance. In order to meet consumers' shopping needs for home appliances and home decoration, Suning.com opened 392 new refurbishment stores on the basis of 10,000 stores nationwide during the Double Festival period, providing convenient services for Jinqiu home purchase consumption through the comprehensive coverage of Suning Tesco, Suning Tesco flagship store, Suning E-home selection store and retail cloud store.
The above-mentioned person in charge introduced that from the perspective of store transactions, the demand for one-stop assembly has increased. Many consumers placed one-time orders for front-end appliances such as central air conditioning, water purification, heating, and smoke stoves, and booked services such as cabinets, balconies and local renovation of kitchens, and the "one-stop purchase" orders for home appliances and home decoration in stores increased by 112% year-on-year. In terms of categories, the sales of central air conditioners and range hoods and gas stoves increased by more than 140% year-on-year, the sales of zero-flat refrigerators increased by 152% year-on-year, and the sales of washing and drying sets increased by 134% year-on-year. "In first- and second-tier cities, with the increase in small family structures and the number of people living alone, home ownership consumption has also shown a trend of personalization and quality, consumers tend to buy home appliances that can provide 'emotional value', and quality home appliances such as painted wall TVs, smart speakers, Switch game consoles, projectors, coffee machines are more popular with young consumers, with post-95s and post-00s consumers accounting for 60%.
It is worth mentioning that during the double festival, the "home consumption" of the county market also showed a trend of front-loading and quality. From September 28 to October 1, Suning.com retail cloud channel dishwasher sales increased by 134% year-on-year, dryer sales increased by 66% year-on-year, and cleaning category chasing brand sales increased by 229%. The sinking of mid-to-high-end brands accelerated, and the sales of Siemens products increased by 167% year-on-year. In order to meet the needs of county and town users for "one-stop home ownership", Suning.com Retail Cloud also cooperates with home improvement and home furnishing brands to increase multiple benefits, such as Chivas 88 yuan can be up to 5,000 yuan "upgrade offer", palm pearl "National Deep Sleep Day" "more than five discount" activities, Xilinmen 15999 purchase of 20 sets of whole house furniture, etc.
The "holiday balance" is still sufficient, Suning.com will continue to carry out the "Thousands of Cities and Thousands of Stores New Year" activity, focusing on "good things and low prices", uniting local governments, hundreds of major appliance home decoration brands and banks and other industry partners, increasing trade-in, green smart home appliance subsidies and home appliance home decoration set purchase discounts, and launching differentiated services such as 5-fold model rooms, free decoration design plans, and the fastest half-day delivery of major appliances, so that consumers can save money, time and worry.