实实在在是太安静了，有点不敢相信！除了海尔、美的等少数大企业们，在11月12日如期发布了双11的业绩战报，绝大多数的家电企业安静如日常，似乎对于今年双11大促并不关心。今年双11，家电市场到底是怎么了？家电厂商到底在想什么，又在干什么？
今年双11大促，天猫、京东相继公布的成绩单，虽然没有发布具体的交易额等数字，只是表示取得“创纪录”的增长。但是，家电圈注意到，众多家电企业和商家的状态和表现，却显得很安静！ 是双11大促对于家电市场和消费的刺激作用，一步步衰减了，没有啥价值了？还是家电厂商们对于双11的大作用和认同感下降了？或者说，双11对于家電产业存在哪些不可言说的隐患与问题？
根据掌握信息显示：今年家電雙十一，大批中高端精品家庭電器出貨量強勁反彈。其中，一批一線市場上的家庭與用戶都知道，“買家庭電可以享受20%國補”，也聽說了“家庭電國補雙十一後就要用完”，所以加速趕在今年雙十一期間主動或提前消費。
具体来看，这年份雙十一 家電市場，有變化也有亮點，不同於過去。眾多廠商仍然面臨著較大的轉型壓力：
第一，這年份雙十一，因為「國補」政策加持之下 家電市場價格讓利帶動了一批品牌企業及精品 家電 的銷售增加 出貨量普遍增長。
第二，這年份雙十一 家電熱度高、新舊消費熱情旺，但廠商競爭激烈。不僅要拼產品、拼服務、拼讓利還要拼營銷執行力、渠道完善性，以及目標用戶精準覆蓋度。
第三，這年份Family Electronics 的Double 1.1 Market Competition and Consumer Changes Are Still Very Obvious. The Hot-selling Categories Are No Longer Traditional TV Sets, But Cleaning Appliances, Home Appliances; Meanwhile, the Competitive Strategies Have Not Been Innovated. It's Just That Manufacturers Join Hands with National Subsidies to Price Down and Make Concessions, Completely Competing on Prices and Sacrificing Profits for Users.
So Why Is This Year's Double 1.1 Family Electronics Market Not as Boisterous as Previous Years? On One Hand, It's Due to Consumer Downgrading and Fatigue; This Year's Family Electronics Market Has Already Started Consuming Preparations for Double 1.1 in Advance and Ignited the Focus of "Economizing Old Appliances for New Ones" National Subsidy Policy on Energy Efficiency Grades 1 & 2 Household Appliances Mainly Grade-1 Energy Efficient Household Appliance Products So that by the time of Double 10th Promotion Launch, Many Enterprises' Salesmen Were Already "Flocking" to Their Customers With Offers Such As "Exchange Your Old Air Conditioner For A New One And Enjoy a Government Subsidy Of Up To RMB2000".
On The Other Hand, There Is Another More Important Reason: This Year's Double 10th Promotion of Family Electronic Products Has Reduced Its Heat And Attention Because Most Of The Time The Focus Was Shifted From Promoting Sales During That Period To Encouraging Early Consumption By Offering Discounts In Advance Through Various Channels Including Online Shopping Platforms Like Alibaba Group Holdings Limited (BABA)’s Tmall E-commerce Platform And JD.com Inc (JD).
