Home appliance sales lead the way during "Double Eleven," with the power of trade-ins becoming prominent

With the opening of the "Double Eleven" event, both online and offline channels have ignited a consumption boom. This year, home appliances have become the "eye-catching item" in shopping carts, ranking first in sales across major platforms. Currently, over 20 provinces have launched home appliance replacement activities on JD.com, covering more than 8,500 home appliance products; Tmall has partnered with thousands of brands to invest 6 billion yuan, offering category coupons and brand official discounts, resulting in some home appliance prices dropping to 55% off; Kuaishou has initiated a special program for old-for-new exchanges, collaborating with hundreds of merchants to invest 1 billion yuan in replacement subsidies for home appliances. The genuine financial commitment has effectively boosted the heat of the home appliance market. Various statistics show that as of November 8, a total of 20.257 million consumers purchased 30.458 million units of eight major categories of home appliances, driving sales of 137.79 billion yuan; as of October 30, in the cumulative sales of the 2024 "Double Eleven" event across the entire network, home appliances topped the list with 132.4 billion yuan, accounting for 15.7% of the market share