Currently, my country's home appliance industry is undergoing a profound transformation from policy-driven to innovation-led. In this transition from scale expansion to value enhancement, the industry is exhibiting three major structural trends: product intelligence, enterprise ecosystem development, and industrial upgrading, collectively outlining a new landscape of high-quality development.

Leading Companies Show Strong Performance, Diversified Layout Drives Growth

Since the end of October 2025, several leading home appliance companies have successively released their Q3 2025 financial reports. Driven by both the release of the "trade-in" policy dividends and the deepening of industry transformation, home appliance companies as a whole have presented impressive performance results.

Leading companies, relying on diversified business structures and core product competitive advantages, have successfully achieved growth against the trend. Data from AVC Revo shows that from January to September 2025, my country's home appliance retail sales increased by 5.2% year-on-year, reaching 670.1 billion yuan, with the industry maintaining a stable operating trend.

High-end and Scenario-based Development Go Hand in Hand, Smart Home Ecosystem Value Emerges

Home appliance companies, relying on diversified business layouts and deep technological accumulation, have demonstrated strong resilience amidst policy fluctuations. Market trends are clearly visible in enterprise growth data: product structures are continuously upgrading, with high-end and intelligent features becoming the core directions.

The outstanding performance of the home appliance industry in 2025 is both a result of the market expansion stimulated by policies such as trade-in programs and a reflection of a subtle shift in the industry's development logic. Currently, policies have shifted from stimulating scale to promoting high-quality development. Consequently, the growth of the home appliance industry is also shifting from scale expansion to value enhancement, with technological innovation becoming the core of high-quality development.

At the product level, the attributes of home appliances are undergoing a fundamental reshaping. They have evolved from simply "functional appliances" that meet basic needs into "scenario-based terminals" capable of proactively learning user habits, achieving natural voice interaction, and intelligently linking with other home devices.

At the enterprise level, the core elements of competition have undergone profound changes. The past competitive model, primarily based on channel distribution and price wars, is being overturned, replaced by a comprehensive consideration of core technologies, ecosystem building, and in-depth user operations.