Since the beginning of this year, the Ministry of Commerce, in collaboration with various regions and relevant departments, has intensified and expanded the implementation of consumer goods trade-in programs. Notably, the subsidy categories have been extended from broad classifications to the home appliance market, sustaining its growth momentum. According to the latest data from the Ministry of Commerce, as of a certain date, over [number] consumers have purchased more than [number] units of home appliances under the trade-in program. (Note: The original text contains placeholders like "月日" and lacks specific numbers, which should be filled in for a complete translation.)

In the collaborative efforts of the government, businesses, and platforms to ignite consumer enthusiasm, live-streaming e-commerce plays a proactive role in boosting consumption and promoting green "renewal." By leveraging its strengths in "content + scenarios + instant conversion," it bridges policy incentives, consumer demands, and industrial innovation. Not only does it extend the benefits of "real financial subsidies" to more consumers, but it also unlocks new growth opportunities in home appliance consumption through digital means.

"The small screen" significantly promotes the replacement effect.

"My parents usually enjoy watching live-streaming e-commerce shows. Last month, they learned about the 'national subsidy' program on the Kuaishou platform. At the time, our home was undergoing renovation, and we needed to replace all our household appliances. So, they had me place an order for a TV, refrigerator, washing machine, and air conditioner on Hisense's official flagship store on Kuaishou. The total came to [amount] yuan, saving us over [amount] yuan," said Lu Tao, a young man from Hubei who has settled in Beijing. He noted that the trade-in policy is rooted in people's needs, offering substantial benefits across a wide range, fulfilling every family's desire for a better life. "What surprised me even more was how simple and smooth the ordering process was on the live-streaming e-commerce platform, allowing consumers to conveniently enjoy the policy benefits."

Li Chunlei, who lives in Shenyang, is equally delighted by the strong policy support and the convenience of the platform. "Last month, Haier launched the 'Little Red Flower Home Appliance Series.' As soon as the products were released, I was instantly drawn to their design and functionality. While browsing videos, I noticed that the official Haier flagship store on Kuaishou offered 'national subsidies.' Choosing to purchase the set not only gave me a % subsidy but also access to discounts from both the platform and the brand," said Li Chunlei. Without hesitation, she quickly placed her order to take advantage of the favorable conditions.

According to data from Kuaishou's e-commerce platform, the trade-in policy has effectively invigorated the consumer market, driving sales growth for green, energy-efficient, and eco-friendly home appliances. From [specific month] to [specific month], after the launch of the national subsidy program for trade-ins, participating merchants saw a [X]% increase in sales compared to the period before the program was introduced, while the number of users engaging in trade-ins rose by [Y]%. Consumer purchasing power significantly improved, with sales of home appliances priced above [specific amount] increasing by [Z]%, and the average order value per user rising by [A]%. Eco-friendly home appliances were particularly popular, with first-tier energy efficiency products accounting for [B]% of total sales. *(Note: The original text contains placeholders marked by "%" and missing specific figures. In a complete translation, these would be replaced with the actual numbers provided in the source material.)*

Platform hosts have a more intuitive sense of these statistics. "After the trade-in policy was introduced, consumers' desire and ability to purchase have genuinely improved," said Brother Zhu, a northeasterner who has been deeply involved in the home appliance and furniture industry for years. Transitioning from offline wholesale to online live sales, he has now become a home appliance host with tens of millions of followers. "In the past, people were quite hesitant about high-ticket items. A single home appliance live stream would at most generate a few million in sales. But with the 'national subsidy,' one of my live sessions during the National Day holiday exceeded ten million yuan. More consumers are willing to pay for premium home appliances, leading to higher conversion rates and very low return rates."

Qingdao Hisense Quality Home Appliances Replacement Publicity Notice

As Kuaishou's recommended ambassador for the consumer electronics industry, host Xu Xiaomi also rode the wave of the "national subsidy" policy, setting a record of achieving over ten thousand yuan in sales per hour during her livestream. "Interacting with consumers in the livestream room allows us to more accurately understand their needs and recommend more suitable products for them," Xu Xiaomi said. She noted that her livestream audience consists largely of consumers from third- and fourth-tier cities. "They are very price-sensitive, and the 'national subsidy' makes a variety of home appliances affordable, offering tangible benefits. At the same time, an increasing number of consumers are paying more attention to product quality, inquiring about aspects like smart features, energy efficiency, and environmental friendliness, which aligns well with the focus of the 'national subsidy.'"

The advantage of live-streaming e-commerce lies in attracting consumers through high-quality content, stimulating new demands, and efficiently connecting "good content" with "good products," thereby achieving "products finding people." Li Hao, General Manager of the Consumer Electronics and Home Appliances Division at Kuaishou E-commerce, provided an example: some users may not initially have a clear purchase intention. However, through the host's explanations and interactions during the live broadcast, their latent needs can be triggered, leading them to "get interested in" certain products. Additionally, upon discovering the tangible discounts offered by the "national subsidy" policy, they might immediately decide to trade in old items for new ones.

It is reported that to fully promote the trade-in campaign and enable more users to benefit from the "national subsidy" program, Kuaishou will significantly increase its investment in the trade-in "national subsidy" activities this year. Eligible "national subsidy" products on the platform will receive an additional % to % subsidy, implementing a dual-subsidy model combining national and platform incentives. Additionally, in line with local "national subsidy" policies, the platform will pilot new models such as self-operated stores and multiple merchants for single products to enhance campaign efficiency. Furthermore, the first "Live E-commerce Home Appliances & Furniture Renewal Festival" has been launched, with its inaugural stop in Qingdao, Shandong. The event will collaborate with brands like Haier and Hisense, alongside Kuaishou creators and e-commerce influencers, to boost the visibility and sales of the trade-in campaign through short video promotions and dedicated live-streaming sessions.

Brother Zhu, the home appliance anchor who is carrying goods live broadcast

"New Ecology" Leverages Incremental Growth in Industries

"Live-streaming e-commerce is an important innovative direction in the e-commerce sector in recent years and a major source of incremental growth in online retail transactions," said Li Mingtao, Director of the Research Institute at the China International Electronic Commerce Center, during a seminar on live-streaming e-commerce for appliance trade-ins held on [month and day]. He noted that live-streaming e-commerce, with its real-time interactivity, diverse content, strong visual impact, personalized recommendations, community effects, real-time sales data feedback, and convenient purchasing channels, is more effective at stimulating potential impulse consumption demands and meeting consumers' emotional value. This leads to higher conversion rates, reduced marketing costs, enhanced brand influence, and stronger user retention. Not only does it create significant consumption growth through a rapidly developing virtuous cycle, but it also drives supply-side innovation by deeply connecting with industrial clusters.

Host Xu Xiaomi at the first "Live E-commerce Home Appliances and Furniture Renewal Festival" broadcast.

As a key national manufacturing hub and a major consumption center, Qingdao is home to globally renowned home appliance brands such as Haier and Hisense, boasting a solid industrial foundation and strong consumption potential. In recent years, Qingdao has seized the opportunity presented by live-streaming e-commerce, leveraging its local industrial strengths to vigorously develop this new business model. Collaborating with leading local enterprises like Haier and Hisense, the city has innovated supply to meet market demands, continuously driving the rapid iteration of consumer goods such as green appliances and smart home products.

"Live-streaming e-commerce has built a direct communication bridge between brands and users, integrating brand promotion with sales, significantly enhancing sales efficiency and scale, and driving the convergence of online and offline channels, bringing new growth opportunities to the home appliance industry," said Zhou Quan, General Manager of New Channels at Haier Smart Home China. As one of the first major home appliance brands to join the Kuaishou platform, Haier has reaped substantial benefits through deep collaboration with the platform, focusing on user needs and aligning them with corresponding products, scenarios, and services. "On one hand, the platform's data and user feedback allow us to gain a deeper understanding of users' aspirations for a better life, enabling us to adjust strategies, optimize products and services, and improve market responsiveness, thereby creating smarter and more energy-efficient home appliances that better meet consumer demands," Zhou Quan explained. "On the other hand, by tapping into user interests and creating scenarios such as living rooms, balconies, and kitchens, we can better showcase product features and functionalities, reinforcing brand value." Zhou Quan noted that, supported by professional hosts who engage with audiences through explanations and interactions, Haier's official flagship store on Kuaishou has already attracted millions of fans, with annual sales of home appliances surpassing the billion-yuan mark.

Haier's Live streaming eCommerce flagship store live broadcast

According to Wang Yulin, General Manager of Hisense China's Online Development Business Group, live-streaming e-commerce not only better meets user needs but also serves as a valuable tool for brands to optimize their product structures. "Through platform data feedback on trade-in programs, we've observed significant growth in high-value, energy-efficient, and green products. In the television sector, as more consumers opt for larger screens measured in inches, Hisense has swiftly adjusted its product line to introduce more large-screen, high-efficiency TV models. For refrigerators, while expanding French-door and cross-door models, we’ve placed greater emphasis on user experience—such as ice-making functions, flush-mounted designs, and dual-cycle dual-system features—to better align with consumers' practical needs. Additionally, all home appliance products are rapidly upgrading from third- and second-tier energy efficiency ratings to first-tier."

To better implement the ecological leap strategy of live-streaming e-commerce, Wang Yulin explained that this year Hisense will rapidly advance the establishment of live-streaming bases, integrate online and offline channels, deploy a full range of products, and enhance the consumer experience. At the same time, the company has also formed a professional team on the Kuaishou platform to develop a brand self-streaming system, building a comprehensive growth model that includes self-operation, distribution, and influencer collaborations. Additionally, it will deepen partnerships with mid-tier influencers, expand into new markets, and achieve exponential sales growth.

Li Mingtao believes that future additional consumption will focus more on the new demand created by leading-edge consumption of innovative products. Platforms like live-streaming e-commerce possess vast amounts of consumer big data and have the capability to gain insights into consumer demand. They should better communicate these insights about changing and evolving demand to manufacturers and brands, thereby creating new consumer markets and demand points through product innovation. At the policy level, future guidance should emphasize supporting product innovation through policies such as "national subsidies" and incentivizing innovation to better stimulate the creative vitality of the supply side. This will create more room for additional consumption and generate incremental growth in consumption.

Professor Zhao Yong from the School of Economics at Renmin University of China also noted that live-streaming e-commerce contributes more to consumption in terms of incremental growth. Firstly, by matching products with potential buyers, live-streaming e-commerce enhances users' willingness to consume and meets their aspirations for a better life. Secondly, it revitalizes traditional industrial clusters and has a strong employment-boosting effect across the entire industrial chain. Thirdly, live-streaming e-commerce also provides new ideas for advancing the construction of a unified national market.