wen | bohucaijing linen

jiuhanfengganlin，jiadianxingyezuijinhaoburenao。

yeneizhichu，huanxinzhengceduixiaofeixuqiushifanghejiegougaishanjunqidaoyoulizhicheng。

suizhejiadianhuanxin、wendichandengxiangguanzhengcechixuluodi，xiaofeizhexiaofeixinxindedaotizhen，zaijiashangshuang11dacujiedian，jiadianyouwangdayichangfanshenzhang。

01 国补换新+双11，一场新的家电狂欢

8yue，shangwubudeng4bumenyinfa《guanyujinyibuzuohaojiadianyijiuhuanxingongzuodetongzhi》，duixiaofeizhegoumai2jijiyishangnengxiaohuoshuixiaobiaozhunde8leijiadianchanpinjiyubutie。gedijijixiangying，jiamabutie，jinyibucijixiaofeizhedejiadianhuanxinreqing。

zhidezhuyideshi，cilunguobuhuanxin，qiafeng“jinjiuyinshi”“shuangshiyi”dengzhongyaoxiaofeijiedian，zhengcexiaoyingbeichongfenshifang，pingtai、zhubo、jiadianqiyezhijianrenaobuyi。

3cqijiadejingdong，shiguobuzhengcedezhongyaochengjiepingtai。muqian，jingdongyikaiqichao20shengshijiadianhuanxinhuodongzhuantiyemian。julejie，zaimingquebutiebiaozhunde8leijiadianchanpinjichushang，duodizhengfugenjujuminxiaofeixiguanhexiaofeishichangqingkuang，kuochongjiadianbutiepinlei。

liru，jingdongshangyouguanjiadianzhengfubutiedeshanghaihuichangzengjialesaodijiqiren、xichenqi、kongqijinghuaqidengjiadianpinlei；sichuanhuichangzengjialetouyingyi、yinshuiji、kongqijinghuaqidengjiadianpinlei；hubei、zhongqingdenghuichangjiangjingshuiqi、xiwanjidengpinleinarubutiefanwei。

tianmaoshuang11zexieshoushangqianjiapinpai，lianhetouru60yiyuan，tongguofafangpinleiquan、pinpaiguanfangranglidengfangshi，jijixiangyingyijiuhuanxinzengliangzhengce；pinduoduobaiyibutieshougeguojiabutiexiaofeizhuanquyeyishangxian；weipinhuideshuang11xuanchuanziliaoyexianshi，“jiadianshiweipinhuiyouhuiliduzuidadepinleizhiyi，daoshoujiayichuangxindi”。

jiadianbutiezhengcedianranlexiaofeizhedejiadianhuanxinreqing。dianshangpingtaishujuxianshi，shuang11kaiqiyixiaoshihou，tianmaodajiadianchengjiaotongbidazhang765%，haier、meide、xiaotianedengpinpaikuaisupoyiyuan。chao20kuan“guobuhuanxin”dejiadianchanpin，yitianneizailijiaqizhibojianshixianxiaoshouejin4yiyuan。

kuaishoudianshangshujuyexianshi，10yue19ripingtaishuang11zhengshikaiqi，shouriyonghucanyuyijiuhuanxinguojiabutielingquanshuchao130wanzhang，gmvduibijinnian618zengzhang670%。tcl、haixin、oupaidengpinpaizaiguobuzhulixiashixianpinpaigmvpoyi。qizhong，tcl gmvtongbizengzhang44bei、haixingmvtongbizengzhang12bei，oupaigmvtongbizengzhangchao100bei。

02 家电增速放缓，换新政策成“及时雨”

zheicijiadianhuanxinzhengcedechutaizhengzhiguoneijingjizengzhangfanghuandeguanjianshiqi，yeshijiadianjingjifanghuanqiezengzhangshouzudejieduan。duiyujiadianqiyeeryan，chengdeshangshi“jishiyu”。

“jiadianbankuaizhengzaichengxianxiangxiaqushi”，zaozai2021nian，quanshangfenxishimenjiuzhenduijiadianxingyedefazhanjichuzheiyiqushipanduan。

cinian，meidejituandongshizhangfanghongbozaineibujianghuazhongtidao，“weilaisannianxingyehuimianlinbijiaodadekunnan，shiqiansuoweiyoudehandong。”

zheijinian，jiadianxingyederizidequebuhaoguo。

yifangmian，shouyuancailiaochengbenshangzhang、fangdichanshichangxiaxingdengyinsu，jiadianxingyeyeshoudaolejidadeyingxiang。fanghongbocengtidao，“jiadiangoumaiyufangdichanxiangguan，fangdichanduijiadiandeyingxiangyibanzhihou8geyue-12geyue。”

lingyifangmian，weileyingduizengzhangfanghuandewenti，zheijinian，jiadianqiyeyexunqiuduoyuanhuafazhan，fazhangaoduanhuapinlei，xianghaiwaixunqiuzengliang。danyucitongshi，shouzheiliangnianjingjifazhanyingxiang，yijihaiwaijingjidongdang、maoyibileidengyingxiang，jiadianqiyedezhuanxingzhiluyezoudebuqingsong。

aoweiyunwangtuizongshujuxianshi，shangbannianbaidianshichanglingshouetongbixiahua7.0%；lingshouliangtongbixiahua3.6%。zhengtishichangchengxianchujiegouhejiageshuangshuangxiaxingtezheng。

aoweiyunwangdajiadianshiyebufuzongjinglipeidongmintidao，“baisejiadiangepinleidejiegoushengjijunzaoyulepingjing，tongshi，jinnianshiqudaofenhuaheboyizuimingxiandeyinian，xianshangshichangyouweimingxian，gedianshangpingtaidouzaiyidijiazhanlingyonghuxinzhi，xianxiayeshitejiajihengxing，pinpaifangdeshichangzhixuhejiagezhixuzai618qijianjibenshangbeichongjideqilingbaluo。”

peidongminrenwei，shangbanniandajiadianshichangzongtichengya，zheijiyuxingyeneiwaibuhuanjingxixixiangguan，tongshiyeshixingyefazhanzhouqixiadebijingzhilu。

yeneiguanchazhezhichu，ersanjidushichangdechixudimi，rangzhuduojiadianchangshangxianrupindijiadeexingjingzhengzhong，bingchuxian“shadiyiqianzishangyiqian”dejumian。

guobuxiangguanzhengceyujucuo，wuyizanshidapolezheiyidimijushi。ruzhongxinzhengquanyanbaozhichu，2024nianyilai，jiadianneixujianru“dichanjungongzhouqifufankui”。“yijiuhuanxin”zhengceshifengqishi，yongyiduichongxuqiuxiaxing。

03 消费潜力释放，家电企业“重新出发”

“yijiuhuanxin”zhengce，zuiweimingxiande，bianshishifangxiaofeiqianli。

shangwubuguanfangweibofabudeshujuxianshi，jiezhi10yue15ri，quanguoyiyou2066.7wanmingxiaofeizheshenqingyijiuhuanxin，qizhong1013.4wanmingxiaofeizhegoumaibadaleijiadianchanpingongji1462.4wantai，xiangshoudaole131.7yiyuanzhongyangbutie，daidongxiaoshoue690.9yiyuan。muqianyijiuhuanxinbadaleijiadianzhong，1jinengxiaochanpinxiaoshouezhanbida90％yishang。

qici，youliyuhuanjiejiadiangongjiguoshengdewenti。yeneiguanchazhe“jiadianquan”zhichu，jiadianshichangzhangqiyilaidepinpai、qudao、shangjiadenggongjiguoshengdewenti，zhangqicunzaiquechichidebudaojiejue。guobuzhengcedetuichu，ranghuodeguobuzigedejiadianchangshangzhanjuyoushi，bingxingchengleduiqitatongxingxipaitaotaidemenjian，huizaiyixianshichangshangtengchugengduodeshichangkongjianhejihui，

ciwai，jinjinian，fazhangaoduanhua、zhinenghuachanpinchengweijiadianqiyedezhuanxingfangxiangzhiyi。xiangguanbutiedeluodi，youwangqudongzheileichanpindexiaoshou，jinyibujilijiadianqiyedefazhan。

erqudaonengliqiangdeqiye，yeyouwangpingjiegenghaodeziyuanduijie，qudeyijiuhuanxinhuodongzhonggenggaodeshizhanlv。zhongxinjiantouzhengquan8yuefabudeyifenbaogaofanyingle“guobu”chuqi，hubeishengneizhuyaojiadianpinpaidemendianshuliangyijibutiecanyudu。

qizhongmeidexi（dongzhi、meide、xiaotiane）mendiangongyou2721jia，canyubutiemendianzhanbi23.18%，haierxi（haier、kasadi）2109jiamendianzhong，canyuduwei18.74%，1722jiagelizhuanmaidianzhongde29.47%canyulebutie，haixinxi（haixin、rongsheng、rili、yueke）gongyou768jiamendian，canyubiliwei8.66%，tcl346jiamendianzhong，shentoulvwei0.93%。

zheicibutieyebeirenwei，shijiadianqiyechanpinjiegoudiaozhenghequdaozhongsudeyigeqiji。

zhidezhuyideshi，zheiyilunhuanxinbutie，shangwufaconggenbenshanggaibianjiadianxingyedejibenfazhanxingshi。yifangmian，butiezhengcequdongdeshiduanqizhineidezengzhang，dailaideshiduanqireduhehongli；lingyifangmian，yixiemaijiazaicuxiaohuodongzhong，dafujiangdijiageyikuaisuqingkucun，duizishendeyinglinengliqibudaojijizuoyong。

zaicilunhuanxinzhengcezhong，jiadianqiyeyinggaizenmezuo？

duanqilaikan，ruhetongguozheicihuanxinzhengcemiaozhunyonghuxuqiu，jihuolaoyonghudetongshiyehuanxinpinpai，chengweijiadianchangshangdezhongyaoketi。zhangqilaikan，jiadianqiyezishendechanpinchuangxinhepinpaijiansheshizhongshidiyiwei，zhiyouzheiyangcainengzhenzhengxiyinxiaofeizhe，yongyouhexinjingzhengli，zhuanxianggaozhiliangdejingzheng。

参考资料：

1、家电圈：家电国补政策刺激的市场火爆是假象？

2、搜狐网：家电市场火爆背后的真相：国补政策真的能持续吗？ 

3、家电圈：家电“以旧换新”国补进入第二阶段

4、家电圈：以旧换新国补并未改变家电市场基本面

5、金融界：长虹美菱三季度业绩出炉，行业竞争加剧成本上升侵蚀利润空间

6、新京报：白电上半年营收增速放缓 以旧换新能否带动行业向上