The new round of "exchanging old for new" not only brings new opportunities to the home appliance market and new vitality to home appliance consumption, but also lays a solid foundation for building a green, circular, and sustainable consumption system. Industry insiders point out that in this process, e-commerce platforms with a large user base, efficient logistics and distribution capabilities, and data-driven management processes have begun to play an important role. Not long ago, the State Council issued the "Action Plan for Promoting Large scale Equipment Renewal and Consumer Goods Exchange" (hereinafter referred to as the "Action Plan"), proposing four major actions for consumer goods exchange, recycling and reuse. It supports home appliance sales enterprises to collaborate with production and recycling enterprises to carry out exchange promotion activities, establish online and offline home appliance exchange zones, and provide preferential treatment to consumers who exchange old home appliances for energy-saving home appliances. The reporter noticed that in response to the new round of "trade in", home appliance companies have begun to take action. Haier stated that home appliance companies should not only provide users with more intelligent and green new products through technological innovation and intelligent manufacturing, but also actively explore new service models, shifting from "replacing new home appliances" to "replacing new home scenarios" for users. It is reported that Haier will continue to carry out green, energy-saving, and intelligent original technology research and development, provide home decoration consumer goods replacement services, and make efforts in the "recycling and reuse" of home appliances by building a big data platform for home appliance recycling. Midea has launched a series of home appliance exchange activities in various regions, and has set up convenience service points for exchanging old appliances for new ones in some communities, communities, and administrative villages where residents gather, providing door-to-door evaluations of old appliances, recycling of old appliances, and simple home appliance cleaning services. The high emphasis on exchanging old for new in the home appliance industry is related to the current high demand growth pressure faced by the home appliance market. According to data from the Ministry of Commerce, since the implementation of the policy of exchanging old appliances for new ones from June 2009 to December 2011, a total of 92.98 million new home appliances in five categories have been sold nationwide, driving direct consumption of 344.2 billion yuan and effectively guiding the release of urban residents' consumption capacity. At the same time, household appliances purchased by urban and rural consumers are about to or have entered a phase of elimination, and if these appliances are used beyond the specified period, it is likely to cause a series of problems. Gree stated that from an industry perspective, China's home appliance market has entered a peak period of renewal. Trading in old for new will further enhance users' enthusiasm for purchasing home appliances, stimulate the consumer market, and also help enrich the application scenarios of new technologies. Haier also believes that the new round of "trade in" can not only effectively stimulate market consumption and accelerate future industrial development, but also effectively promote industrial technology upgrading. Industry analysis believes that after years of development, the home appliance industry has entered the stock market, and the overall consumer demand is mainly for replacement. Replacing old with new can break through consumption bottlenecks, provide a new incremental space with updated consumption as the main body, and thus drive the improvement and expansion of the entire home appliance industry. E-commerce platforms will play an important role in the digital age. The evolution of user demand has driven the diversification of China's home appliance retail channels, which also indicates that in the new round of home appliance "trade in" promotion, online platforms with diverse formats will play an important role. Faced with a huge market gap
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