65亿元大额补贴陆续落地京东战略升级“以旧换新”：打响家电家具攻夺战

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重投65亿元补贴加码后，京东“以旧换新”战略再度更新，这笔大额补贴也将有去向。4月26日，《每日经济新闻》记者从京东方面了解到，京东将与美的、格力、海尔等超100个家电家居品牌设立“焕新联盟”，陆续在全国20个省区市落地以旧换新的补贴。京东将与超100个家电家居品牌设立“焕新联盟” 图片来源：每经记者王郁彪摄此外，记者还注意到，在涉及品类及覆盖区域等上，京东也有相应调整。首先是将提升大小家电...

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摄此外，记者还注意到，在涉及品类及覆盖区域等上，京东也有相应调整。首先是将提升大小家电一体化服务覆盖率，同时推出旧机价格提升计划。其次是做以旧换新战略下沉，在2.5万个乡镇超1.8万家京东家电家居专卖店中推出新优惠计划。最后是，京东将特别针对小家电品类，在2024年陆续建设10个集回收、分拣、拆解、处置等一体的中央处置仓，精细化处置通路。家电家居是京东核心品类，是京东这艘巨轮的核心引擎。2023年财报数据显示，2023年四季度，京东3C家电商品收入同比增长6.1%，环比三季度也有较为明显的提升。当时在财报电话会上，京东集团CEO许冉解释称，从品类维度看，带电品类在2023年保持快于大盘的增速，虽然整体还是面临一定挑战，但对2024年继续保持快于行业的增速有信心。京东以旧换新战略在新一年的执行和最终收效，也将直接反映在后续京东核心带电品类增长的“卷面”上。国家发改委数据显示，设备更新初步估算将是一个年规模达5万亿元以上的巨大市场。同时，汽车、家电等更新换代也将创造万亿规模的市场空间。《推动消费品以旧换新行动方案》之下，各地区以及各电商零售企业，都推出相应补贴活动。此前，京东就曾官宣将与家电家居、3C数码、汽车等品牌共同投入65亿元，为新一轮大规模设备更新和消费品以旧换新提供助力。此外，苏宁、天猫也分别宣布重投5亿元加码以旧换新补贴。各家在公布让利补贴额度后，如何逐步将款项进一步落地，如何做新的业务、运营等层面的适配就更加关键。京东方面数据显示，2023年至今，通过以旧换新购买家电家居商品的用户超过1600万，首次换新的用户数同比增长200%。苏宁易购数据则显示，4月12日以来，彩电“以旧换新”单量增长超4倍，万元以上的高端电视销量增长72%。就市场竞争层面而言，如今电商零售市场增量难寻，对于“猫狗狮”等头部电商平台而言，除了持续加码直播电商及内容消费战略外，围绕品类做主战场的竞争，或许此轮以旧换新潮就是“起跑点”。换言之，万亿规模的“以旧换新”消费市场，其实就是不久的将来，电商存量竞争中最关键的那部分“额度”。相比电商新模式下快速迭代的新消费市场，“以旧换新”背后其实是传统、大宗消费的周期性调整，是长线布局，短期收效可能并不显著。除了要“耐得住寂寞”，更重要的是如何兼顾另一面的打法：平衡和适配更“激进”的战略，那些关于低价、下沉市场、即时零售等新业务的出击，还都处于未完成时。封面图片来源：每日经济新闻 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65亿元大额补贴陆续落地 京东战略升级“以旧换新”：打响家电家具攻夺战

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65亿元大额补贴陆续落地京东战略升级“以旧换新”：打响家电家具攻夺战