Since the beginning of this year, affected by the global consumption trend, epidemic situation and other factors, China's home appliance industry has experienced a decline. According to the data, in the first half of this year, the retail sales of domestic home appliance market reached 338.9 billion yuan, a year-on-year decrease of 9.3%. To enhance the competitiveness of China's home appliance industry and boost consumption, promoting green smart home appliance consumption is a key move. In this regard, some policies issued recently have shown some performance. The recently held executive meeting of the State Council pointed out that it is necessary to accelerate the release of the consumption potential of green smart home appliances; The notice on several measures to promote the consumption of green smart home appliances recently issued by 13 departments including the Ministry of commerce also proposed 9 measures, such as launching the national household appliances "old for new" activity, promoting green smart home appliances to the countryside, expanding the consumption scene, improving the consumption experience, and optimizing the supply of green smart home appliances. The significance of promoting the consumption of green smart home appliances should be analyzed from multiple levels. From the perspective of consumption upgrading demand, consumers' demand for quality, multi-functional, personalized, convenient and other household appliances has increased rapidly, and they have begun to pay more attention to the health and environmental protection of products. And a variety of new household appliances related to convenience have also been favored. The sales volume of various "lazy artifact" such as sweeping robots, intelligent dishwashers, and moppers has increased significantly. In terms of health, consumers are paying more and more attention to this, which also represents the hot spot of household appliance consumption upgrading. Research shows that the growth rate of health products such as air purifiers, disinfection cabinets, sterilization dishwashers and massage equipment is among the top. The integration of health factors will help encourage enterprises to develop more new household appliances that meet the needs of consumers according to the trend of consumer demand upgrading, and promote the household appliance industry to maintain a certain growth rate. From the perspective of green energy saving, relevant products are very popular in the field of home appliances. According to the data, in the household appliance market in 2021, the sales of new level energy-efficient refrigerators and air conditioners increased by 12.1% and 42.3% respectively on the online and 7.3% and 52.4% respectively on the offline year-on-year basis. Increasing support for the consumption of green and energy-saving household appliances and expanding the market share of green and energy-saving household appliances have also become the proper meaning of the topic. From the perspective of green intelligence, some related household appliances are fully personalized and become new consumption growth points. Some studies show that the "post-85" and even the "post-95" are becoming the main force of household appliance consumption. As the "indigenous people" of the Internet, this group has more comprehensive access to information on goods and services, which has enhanced consumers' contemporary demand for products and aesthetic concepts. They are more sensitive to the choice of consumption, have more demands on the appearance, versatility and convenience of household appliances, and pursue the core values of the brand such as comfort, leisure and convenience. This provides a market basis for the development of new green smart home appliance brands such as pet home appliances, new kitchen appliances and new household cleaning products. In view of this, to further expand the green smart home appliance market and improve the product quality, we must make efforts from various aspects. We should actively support green and intelligent household appliances to develop the sinking market. In addition to the policy of "promoting green smart home appliances to the countryside" and other policies to develop the sinking market, the production enterprises need to increase the investment in product research and development, design and production, and develop
Edit：Li Jialang Responsible editor：Mu Mu
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