英语新闻丨以旧换新新政拉动零售市场回暖

The consumer goods trade-in policy for this year has already increased retail activity significantly, benefiting both retailers as well as consumers, said retailers and industry experts.

零售商和行业专家表示，今年的消费品以旧换新政策已显著提振零售活动，使零售商和消费者均从中受益。

Designed to promote green, smart, and energy-efficient products, the renewed policy offers targeted subsidies to replace old goods for new ones, thereby generating strong demand in sectors including home appliances and consumer electronics.

这项更新后的政策旨在推广绿色、智能和节能产品，通过提供定向补贴鼓励以旧换新，从而在包括家电和消费电子在内的多个领域催生强劲需求。

For retailers such as Suning.com, the impact has been immediate. From Jan 1 to 3, foot traffic at Suning stores surged by 110 percent, while sales of energy-efficient home appliances like refrigerators and washing machines doubled month-on-month. The proportion of first-tier energy/water-efficient appliances sold through Suning's platform has increased to 92 percent during the period.

对苏宁易购等零售商而言，影响立竿见影。1月1日至3日，苏宁门店客流量激增110%，冰箱、洗衣机等节能家电销量环比翻番。同期通过苏宁平台售出的能效/水效一级家电占比已升至92%。

"The new trade-in program focuses on categories that raise energy efficiency, injecting vitality into the update of home appliances that are green, smart, and healthy," said Yan Zhengkui, head of the management center at Suning stores.

苏宁易购管理中心负责人严正奎（音译）表示：“新以旧换新计划聚焦提升能效的品类，为绿色、智能、健康的家电更新注入活力。”

The retailer has also embraced a dual-channel strategy, making it easy for consumers to claim subsidies both online and offline.

苏宁易购还采用了双渠道策略，使消费者能够轻松在线上和线下申领补贴。

"We've seen an overwhelming response from customers eager to take advantage of the trade-in policy. The new national subsidies have made first-tier energy-efficient products the mainstream for consumers," said Liu Meichen, a store manager at Suning Max Beijing.

苏宁易购北京店长刘美辰表示：“我们看到顾客对以旧换新政策的热情响应。新的国家补贴政策使一级能效产品成为消费主流。”

For consumers, the trade-in policy is about more than just discounts. It provides them the opportunity to purchase cutting-edge smart appliances at more affordable prices. Products like AI-powered refrigerators, smart washing machines, and energy-efficient air conditioners are now in high demand. Over 70 percent of consumers are also prioritizing health-related features, such as self-cleaning or odor-removal functions while buying appliances.

对消费者而言，以旧换新政策不仅关乎折扣优惠，更让他们有机会以更实惠的价格购入尖端智能家电。如今，人工智能冰箱、智能洗衣机和节能空调等产品需求旺盛。超过70%的消费者在选购家电时，优先考虑健康相关功能，例如自清洁或除臭功能。

In the 3C sector, sales of smartphones and smartwatches rose 170 percent and 115 percent, respectively, reflecting the growing popularity of tech bundles, according to Suning.com.

苏宁易购数据显示，在3C领域，智能手机和智能手表的销售额分别增长170%和115%，反映出科技产品组合的日益普及。

"The smartwatch is a great tool for health tracking, and with the subsidies, it's good value," said Li Shunying, a Beijing resident who runs 2-3 times a week.

每周跑步2-3次的北京居民李顺英（音译）表示：“智能手表是追踪健康的绝佳工具，加上补贴后性价比很高。”

The policy's focus on green and smart technology is expected to reshape the market over the long term. Analysts predict that it will continue to guide consumption toward higher-end, energy-efficient products.

该政策聚焦绿色智能技术，预计将在长期重塑市场格局。分析师预测，它将继续引导消费向高端节能产品方向发展。

Liu Chunsheng, associate professor at the School of International Trade and Economics, Central University of Finance and Economics, said that the trade-in policy sparked strong consumer enthusiasm last year, leading to significant volumes and high replacement rates for products like automobiles, home appliances, and 3C digital devices, thus fueling continued consumption growth.

中央财经大学国际商学院副教授刘春生表示，以旧换新政策去年激发了强劲的消费热情，带动汽车、家电、3C数码等产品实现显著销量和高换购率，从而推动消费持续增长。

According to data from the Ministry of Commerce, in 2025, sales of trade-in-related products exceeded 2.6 trillion yuan ($388.6 billion), benefiting over 360 million people. The initiative facilitated the trade-in of more than 11.5 million automobiles, 129 million home appliances, 91 million mobile phones and other digital products, as well as 120 million pieces of home renovation items and kitchenware.

据商务部数据显示，2025年以旧换新相关产品销售额突破2.6万亿元（合3886亿美元），惠及3.6亿多人。该举措促成超过1150万辆汽车、1.29亿台家电、9100万部手机及其他数码产品，以及1.2亿件家居装修用品和厨具的以旧换新。

foot traffic

客流量

bundle

/ˈbʌn.dəl/

n.组合