Global brands get boost from pro-consumption policy

The expanded pro-consumption policy, which comprises measures such as subsidies for digital products and home appliances, is driving significant sales growth and deeper market engagement for international brands doing business in China, which is benefiting both retailers and consumers, market insiders and experts said.

The "two new" policy — focusing on large-scale equipment renewal and consumer product trade-ins — has been broadened to further stimulate demand for high-end and energy-efficient products. In January, a series of new measures were introduced to expand the scope of the consumer goods trade-in program.

Leading global brands are actively leveraging these measures to strengthen their market presence.

Home appliance maker Dyson has participated in trade-in subsidy programs across multiple cities.

In Shanghai, more than 60 Dyson products were included in the city's green smart home appliances subsidy program, offering consumers additional discounts across both online and offline channels, including WeChat mini-programs, JD, Tmall and Douyin.

The company increased its investment in in-store activities, media promotions and strategic channel marketing, contributing to strong sales growth, according to Dyson China. The company reported particularly high demand for its air purifier models during the period.

A manager at Dyson's Shanghai IAPM Mall store said that the subsidies significantly boosted consumers' enthusiasm, particularly during major shopping events such as the National Day Golden Week in October and Singles' Day in November.

"The government subsidy program in Shanghai has greatly encouraged consumer spending," said the manager surnamed Chen.

"To meet rising demand, we expanded our staff capacity. We're pleased that Dyson will continue to participate in the program this year, benefiting both consumers and businesses."

China's leading home appliance retailer Suning has also reported a significant boost in sales thanks to the policy, reflecting the strong performance of international brands benefiting from these initiatives.

Since the launch of the national subsidy program in 2024, Suning has recorded major sales growth across multiple categories.

Sales of Samsung refrigerators increased by 73 percent year-on-year, while sales of Samsung garment care machines surged by 116 percent, according to Suning.

Siemens range hoods saw a 192 percent sales increase, and A.O. Smith gas-fired boilers recorded 96 percent year-on-year growth.

Min Qi, general manager at Suning's store platform business division, said: "The measures have accelerated the release of consumption potential. International home appliance brands have actively participated in the subsidy program, providing consumers with a wider range of products and more diverse shopping experiences."

With the measures being increasingly favorable to energy-efficient and smart products, consumers are showing greater interest in high-end, intelligent digital devices and home appliances, Suning said.

Since the policy's implementation last year, Suning has recorded over 150 percent year-on-year growth in home appliance trade-ins.

International brands have responded by increasing their investment in product offerings and consumer experiences. For example, Samsung met with Suning in January to refine store layouts, plan new product launches and optimize terminal construction for 2025.

In February, Suning and BSH Home Appliances — a home appliance manufacturer whose brands include Bosch and Siemens — set a cooperation target of 4.5 billion yuan ($620 million) for this year, focusing on expanding trade-in programs and enhancing joint product launches.