The definition of New Year shopping is undergoing a significant transformation as the Spring Festival approaches. Recent research indicates that traditional items like tobacco, alcohol, and cooking oil are gradually being replaced by more technologically advanced and practical "smart festival goods." This consumption upgrade is particularly prominent in county-level and rural markets, where "upgraded festival goods," primarily consisting of new smart home appliances, have become a major trend, reflecting the evolving preferences for gifts sent to family homes.
The surge in "upgraded festival goods" represents a "smart revolution" in county markets. During the holiday period, the desire among young people to bring modern lifestyles back to their hometowns peaks. Research shows that in these markets, smart robotic vacuum cleaners saw sales surge 121% month-over-month, while built-in microwave-steam-oven combos increased by 114%. Other smart appliances like KTV audio systems, dishwashers, and automated tea makers also experienced growth exceeding 70%. These products, which combine utility with quality, are becoming the preferred "heartfelt choice" for young people aiming to enhance their parents' quality of life, signaling a new direction for gifts sent to family homes.
This trend is underpinned by a profound shift in the consumption philosophy of the younger generation. They are moving beyond traditional material gifts towards options that tangibly improve their parents' living standards. A dishwasher means a mother no longer needs to spend long hours cleaning greasy dishes, while a robotic vacuum cleaner can reduce the need for an elderly father to bend over repeatedly. These products serve not only as carriers of technology but also as conduits for emotional connection, addressing core scenarios like health monitoring, chronic disease management, reducing household chores, and enriching recreational life.
Addressing "Senior-Friendly Design" to make technology more accessible remains a key challenge. Although smart appliances are highly popular during the festival, ensuring that elders can truly benefit from technological convenience is an ongoing industry hurdle. Research indicates that 40.4% of consumers cite "too many operational steps or complex logic" as the primary barrier for elders using electronic products. Other significant issues include "children not being around to teach or help" (36.7%) and problems like "screen text being too small to read" or "difficulty with precise tapping due to finger inflexibility" (33.5%). Consequently, senior-friendly design has become a critical factor for product success. Current market trends show that smart products positioned as "remote companions," "health managers," and "life assistants," particularly those with health monitoring (e.g., electronic blood pressure monitors, oximeters) and chore-reduction features (e.g., foot spas, robotic vacuums), are becoming the most welcomed "New Year gifts" among elders.
The rise of "upgraded festival goods" is closely linked to the alignment of urban and rural lifestyles and improvements in digital infrastructure. On one hand, logistics systems, 5G network coverage, and payment environments in rural areas have significantly improved, with e-commerce platforms offering "next-day delivery" services that make purchasing smart appliances highly accessible. On the other hand, since 2025, multiple provinces have implemented special subsidy policies encouraging the consumption of green and smart home appliances, offering rural residents subsidies of 10% to 15% on specified categories, further lowering the barrier to purchase.
At a deeper level, this trend reflects a shift in the consumption mindset of the younger generation. Young people working in cities are increasingly inclined to introduce modern living conveniences to their hometowns. They are no longer satisfied with giving traditional gifts like tobacco, alcohol, or cooking oil, but prefer smart products that help reduce their parents' household burdens and enhance comfort. A dishwasher saves a mother from long hours cleaning after the New Year's Eve feast; a robotic vacuum cleaner means an elderly father bends over less; a KTV audio system can ignite family joy during holiday gatherings. These products are vessels for both technology and emotion.
From an industry perspective, home appliance companies are keenly aware of this shift and are adjusting their product strategies and marketing approaches accordingly. To suit the larger spaces and varied kitchen layouts common in rural homes, companies are launching highly adaptable built-in or split-unit devices, complemented by one-stop services like free home measurement, installation, and debugging. Some brands have also introduced "exclusive New Year shopping festival packages," bundling multiple smart appliances together with discounts and interest-free installment plans to further stimulate demand. Live-stream commerce has become a vital sales channel, with many brands collaborating with local influencers to host "rural live-stream specials," explaining product functions in local dialects to build rapport with consumers.
This "smart festival atmosphere" is translating into concrete market momentum, attracting significant attention from capital markets. Several home appliance companies are fiercely competing in lower-tier markets through differentiated strategies. For instance, Midea Group mentioned in its 2025 interim report that it has established a comprehensive channel network with extensive geographical coverage, capable of quickly meeting the appliance purchasing needs of diverse online and offline users, spanning markets from tier-1 cities to townships, supported by its unique system of tens of thousands of exclusive stores. Separately, according to a May 2025 announcement from Hisense Home Appliances, its 10,000 stores have entered 341 cities across the country, covering 2,347 counties and 6,304 townships.
From urban centers to rural villages, and from capital investment to daily life, smart home appliances are redefining the "festival spirit" of the Spring Festival. This is more than just a product upgrade cycle; it is a quiet lifestyle revolution that connects urban and rural emotions and drives consumption upgrades. This Spring Festival, as smart devices hum to life in hometown living rooms and kitchens, the warmth of technology is perfectly blending with traditional festive cheer.
Regarding specific investment opportunities in the A-share market, the long-term performance of high-quality companies with attractive dividend yields is worth monitoring. Data shows that among home appliance stocks covered by ten or more institutional analysts, companies like Gree Electric Appliances, Supor, and Hisense Home Appliances offer dividend yields exceeding 3%. From a payout ratio perspective, Supor's 2024 ratio approached 100%, ranking it highest.