The launch of "National Subsidies" in 2026 has ignited a new wave of consumer enthusiasm. On January 4, it was learned from multiple e-commerce platforms that the combination of the holiday season and the "National Subsidies" policy led to robust sales of 3C home appliances, such as smartphones, refrigerators, and washing machines, during the New Year period. Some e-commerce platforms reported that foot traffic at their offline stores in Beijing more than doubled compared to the previous period. Simultaneously, to capture consumer attention, on-demand retail platforms distributed coupon packages during events like New Year's Eve and the annual shopping festival to stimulate spending.
Currently, "National Subsidies" have been rolled out on e-commerce platforms like JD.com, Taotian, and Suning in many provinces and cities. Taking Beijing as an example, starting January 1, 2026, Beijing has continued to implement subsidies for consumer goods like home appliances and digital products under the "trade-in" program.
It is understood that, following nationally unified categories and standards, Beijing provides subsidies to individual consumers in the city for purchasing six types of home appliances that meet Grade 1 energy or water efficiency standards—refrigerators, washing machines, televisions, air conditioners, water heaters, and computers—as well as four types of digital and smart products with a single-item selling price not exceeding 6,000 yuan, including mobile phones, tablets, smartwatches (or fitness bands), and smart glasses.
Regarding the subsidy application process, consumers can complete real-name verification via the Jingtong mini-program, enter the "Home Appliance and Digital Product Trade-in Zone" to obtain eligibility for online or offline subsidies, and then purchase eligible products from participating online stores or physical retail locations.
At midnight on January 1, immediately after the "National Subsidies" went live on JD.com, the subsidy eligibility in Beijing was snapped up instantly. Many consumers who had been waiting to make reservations were unable to secure the subsidies and could only submit their "wish lists" on the "National Subsidy Reservation Reminder" page. Some consumers left comments hoping for an increase in the quota to facilitate a smoother trade-in process.
Notably, the 2026 "National Subsidies" cover ten categories, including refrigerators, washing machines, televisions, and air conditioners, with smart glasses being a newly added category this year.
To compete for the traffic generated by the "National Subsidies," Tmall launched the "National Subsidy Renewal Season" campaign during the New Year period, offering consumers an additional 950 yuan in consumption vouchers on top of the national subsidies. JD.com also stated that individuals purchasing home appliances and 3C digital products could save up to 11,000 yuan.
Meanwhile, offline consumption scenarios have also been boosted by the "National Subsidies." During the New Year period, foot traffic at Suning stores in Beijing increased by over 110% compared to the previous period, with Grade 1 energy-efficient products accounting for 92% of sales. Sales of multiple categories, such as refrigerators, washing machines, and air conditioners, doubled sequentially. Zhang Yanguang, General Manager of Suning's Beijing region, stated that the mainstream products sold during the New Year period were almost exclusively Grade 1 energy-efficient and smart products, indicating that the current "National Subsidies" policy is accelerating the market's transition towards high-end, green, and intelligent products.
Beyond the consumption heat driven by "National Subsidies," on-demand retail platforms are also capitalizing on promotional periods like New Year's Eve and the annual shopping festival. Data from Meituan shows strong sales for various goods that cater to young people's desires for self-indulgence and a sense of ritual. In the week leading up to the New Year holiday, sales of craft beer and white wine increased by more than 100% year-on-year, while sales of smartwatches surged 610% year-on-year. During the holiday, Meituan Instant Retail distributed New Year's flash sale coupon packages worth up to 2026 yuan, covering categories like alcohol, flowers, and fruits.
Taobao Quick Access, on the other hand, preemptively launched the 2026 annual shopping festival, offering shopping solutions centered around four high-frequency scenarios: family reunions, travel, gift-giving, and home decoration/entertainment. By integrating product supplies from Freshippo and Tmall Supermarket, and collaborating with major chain supermarkets like RT-Mart and Walmart, as well as well-known brands, Taobao Quick Access introduced multiple popular New Year items and seasonal winter products, including Chilean cherries, Yanhong strawberry gift boxes, and live Boston lobsters.
Taobao Quick Access believes that as young users become the main consumer force, New Year shopping is shifting from the traditional family-based "bulk stocking" to more personalized and scenario-driven "instant gratification." Nowadays, New Year goods are no longer "stockpile items" uniformly prepared before the festival but have become quality choices integrated into daily life, readily available at any time.
Zhang Yanguang mentioned that after the New Year holiday, Suning in Beijing will also launch its annual shopping festival, offering benefits such as "free home inspection and clothing care services," and organizing various experiential activities in collaboration with manufacturers.
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