6Although the mid-18 shopping season has come to an end, as the domestic consumer market continues to recover and the high temperature season arrives, the domestic home appliance market is still in a hot stage. On June 28, Suning.com and Haier held a national mobilization meeting for the 8th Brand Festival and announced the upcoming "717 Burning Life Festival" to continue the storm of home appliance consumption subsidies. while driving industry growth.
This is the eighth consecutive year that both parties have launched the Brand Festival in the industry since July 2015. In July last year, Haier’s sales across all categories at the 7th Brand Festival exceeded 1.1 billion, setting the highest record in the history of Suning.com & Haier 717 Brand Festival. With the help of market recovery and multiple subsidies, sales are expected to further increase this year.
It is reported that the "717 Burning Life Festival" will start on July 8 and last until July 17. Focusing on Haier's full category and ecological resource advantages and Suning.com's online and offline integrated channel advantages, the two parties will focus on different home scene displays and strive for scenario-based, intelligent and complete sets. In terms of scenarioization, the two parties will use Suning.com's offline physical stores and Haier Triwing Bird as carriers to promote the in-depth integration of home appliance consumption scenarios and enhance users' one-stop purchasing experience for intelligent and packaged products. During the
Brand Festival, both parties will continue to work on consumer subsidies on the user side. In response to different consumer needs, both parties will actively respond to policy calls and jointly launch the "Government + Suning.com + Haier" triple consumption subsidy to encourage users to trade in home appliances for new ones. Among them, the maximum subsidy for trade-in users who purchase Haier products through Suning.com will reach 5,000 yuan, and the trade-in subsidy will cover nearly 252 products.
In addition, high-end home appliances represented by Casarte are still the focus of cooperation between the two parties. Since 2022, consumer demand for mid-to-high-end home appliances has continued to be released in the domestic market. Suning.com data shows that during June 18 this year, sales of high-end home appliances worth over 10,000 yuan increased by 37% year-on-year. During the "717 Lifestyle Festival", for Haier's high-end brand Casarte, both parties will further use strategies such as scene layout to achieve the goal of ranking first in the high-end market share.
Suning.com Group President Ren Jun said that Suning.com and Haier are continuing and firm strategic partners. With the comprehensive recovery of the domestic consumer market, this "717 Brand Festival" will be a test of the results of the cooperation between the two parties. . In view of the scenario-based, intelligent, and packaged consumption trends, both parties will seize the advantages of scenarios and use digital tools to explore and meet consumer needs.
Xu Meng, vice president of Haier Smart Home and general manager of China, said that current government subsidies, release of mid-to-high-end demand, high-end product interaction and ecological integration will effectively drive the domestic home appliance market to explode. At the same time, the era of scenario-based consumption is coming, and Suning.com and Haier’s in-depth efforts in offline scenario-based consumption will reap rewards. Both parties will strengthen user orientation, promote further upgrading of strategic cooperation, and continue to optimize scene experience.
"In the past year, Suning.com and Haier have continued to promote user digital transformation based on user orientation, focusing on unifying user rights and improving user experience in the entire process scenario, which has also improved the efficiency of cooperation between the two parties." Xu Meng said.
