Swapping old for new, Anhui has a national subsidy policy. Anhui babies who buy this washing machine only need to download Cloud QuickPass and bind their bank card for real name authentication to enjoy the national subsidy policy. "At the Haier live broadcast base located in Laoshan, Qingdao, the reporter saw that the anchor in the live broadcast room was explaining to a user with an IP address in Anhui how to enjoy the national subsidy policy locally. Since the introduction of the trade in policy for consumer goods in 2024, such scenes have appeared almost every day in live streaming rooms. Data shows that the trade in policy has had a significant effect, driving overall sales of related products to over 1 trillion yuan. In order to thoroughly implement the decisions and deployments of the Party Central Committee and the State Council, and vigorously boost consumption, the General Office of the Ministry of Commerce and four other departments issued a notice on doing a good job in the 2025 household appliance trade in program. After the implementation of the new round of national subsidy policies, as the main source of retail transaction growth in recent years, various live streaming e-commerce platforms have collaborated with enterprises to innovate supply according to market demand, continuously promoting the increase and expansion of subsidies for consumer goods such as green home appliances and smart homes, which has become a new channel for brand promotion of the old for new national subsidy policy. At the same time, the national subsidy policy has also helped the live streaming e-commerce platform ecosystem to become more prosperous, with both creators and consumers increasing, becoming an accelerator for the development of live streaming e-commerce platforms. E-commerce helps the implementation of the national subsidy policy "After the comprehensive launch of the national subsidy policy in 2025, Kwai has been launched in 10 provinces, with more than 800 merchants covering more than 9000 goods, and at the same time, it has begun to pilot a new model of platform self operation and one product multi business." Li Hao, general manager of the Kwai e-commerce consumer home furnishing industry, introduced to the reporter that "from last year to this year, the categories of our national subsidy have gradually expanded from the original eight categories to 12 categories, adding microwave ovens, water purifiers, dishwashers, rice cookers, and other 3C categories such as mobile phones and digital." The reporter learned that in order to promote the effective implementation of the national subsidy policy, Kwai e-commerce We continued to give cash resources and flow resources to the old for new project, and invested 1 billion yuan in cash subsidies to co brands and recycling service providers. For national subsidy merchants, Kwai e-commerce will also provide additional traffic support through Sichuan flow plan, boosting plan, new business policy, etc. After the implementation of the national subsidy policy, many consumers are not clear about the specific policies of the national subsidy and the specific information of the products participating in the national subsidy. "Many consumers don't have no demand and ability to consume, just don't understand the national subsidy policy," said Zhao Yong, a professor at the School of Economics of Renmin University of China. To promote the popularization of the national subsidy policy, various e-commerce platforms have taken advantage of their high reach rate to conduct multi-channel promotion both inside and outside the platform. Take Qingdao Metro Line 2, the full "Hisense Blue" is pleasing to the eye, and the slogan "Buy Hisense Appliances on Kwai" can be seen everywhere. Kwai cooperates with Hisense and other brands, uses offline large screens, subway advertisements and other channels to publicize the national subsidy policy, and guides consumers to place orders after receiving the national subsidy. "We and Kwai have contracted a whole line of Qingdao Metro Line 2 to publicize the national subsidy policy," said Wang Yulin, general manager of Hisense China's online development business group. To simplify the process for consumers to receive national subsidies, Tmall has partnered with UnionPay this year to integrate with cloud flash payment. The "Government Subsidy" mini program has been launched on the Taobao APP, which automatically identifies the subsidies and optional products that users can receive, achieving the goal of receiving subsidies without jumping. Last September, I came across information about national subsidies on an e-commerce platform and immediately purchased several home appliances such as a TV and refrigerator Consumer Lu Tao from Beijing shared his shopping experience. Live streaming e-commerce helps consumers truly understand and enjoy the benefits of national subsidies, becoming an important consumption scenario for the implementation of national subsidies. Lu Tao calculated the expenses for the reporter and said, 'The original price for buying these home appliances was just over 20000 yuan, and using the national subsidy directly saved 20%. The total cost was only 16000 yuan, which is more than 4000 yuan cheaper! I am also planning to use the national subsidy to purchase other products in the live broadcast room.'. National subsidies promote the advanced development of e-commerce without the need for complex makeup and lighting equipment, it can be done with just a mobile phone. Just 10 minutes after the live broadcast of the theme of Zhu Geguo Bu, the master of Kwai home appliance e-commerce live broadcast, the number of people in the live broadcast room has reached 14000. This is still a weekday morning, so if it's evening or a day off, the number of viewers in the live broadcast room can be imagined Zhu Ge proudly introduced to the reporter, "After the implementation of the national subsidy policy, the number of people in my live broadcast room skyrocketed, with at least a few thousand people, and tens of thousands of people being common." Previously, Zhu Ge sold electricity for several million yuan in a live broadcast. In October 2024, Zhu Ge specially held a live broadcast of National Day sales and national supplements, with a total transaction volume of over 20 million yuan per session. Seeing this huge attraction, a large number of brand merchants have settled on e-commerce live streaming platforms and participated in the trade in program for national subsidies. After September 2024, the number of merchants participating in the old for new national subsidy activity on the Kwai platform has doubled, the number of participating national subsidy commodities has exceeded one million, and the number of participating users has increased by 15% month on month. Previously, some high-end household appliances with first level energy efficiency or high prices were hesitant for users to purchase, resulting in relatively low market activity for these products. The national subsidy policy specifically provides a 20% subsidy for first level energy-efficient household appliances, which directly increases users' consumption desire and purchasing power, significantly increasing the sales of these products Haier's General Manager of New Channels, Zhou Quan, told reporters. Take the "Tiktok Mall New Year Festival" in 2025 as an example, from January 2 to 22 this year, the average daily turnover of Tiktok Mall has achieved a substantial year-on-year growth of 69%. Among them, the sales of mobile phones participating in the national subsidy achieved a 300% month on month growth, and the search volume of popular phones priced at 5000 yuan also increased by 200% year-on-year. According to the data of Kwai e-commerce, after the implementation of the national subsidy policy, the purchasing power of platform users has significantly increased, the sales of household appliances above 2000 yuan has increased by 68%, and the average price per user has increased by 29%. Green and environmentally friendly household appliances are selling well, with 69% of sales coming from first level energy-efficient products. From October to December 2024, after the launch of the trade in program, the total transaction volume of merchants participating in the trade in program increased by 102% compared to before the launch. Amplify the cumulative effect of national subsidies on e-commerce. National subsidies policies are tailored to local conditions and policies, while live streaming e-commerce platforms face the whole country and are a unified national market. Therefore, there are also some obstacles to the integration of e-commerce and national subsidies. The live broadcast room users come from all over the country. For us, it is not easy to remember the different national subsidy policies and ordering steps in different regions. We need to update and organize relevant policies in a timely manner. In addition to this reminder card for users, we also need to memorize the full texts of different policies and come up with them as soon as possible A helper who just finished broadcasting at Haier Live Base pointed to the signs filled with national subsidy policies from different regions around him and said. In the future, perhaps we can design a national subsidy channel for national subsidies, where consumers can choose to apply for local subsidies or national subsidies according to their own needs Li Mingtao, Dean of the Research Institute of the China International E-commerce Center of the Ministry of Commerce, mentioned that "this is just a speculative suggestion and may not be mature, but we do not rule out the possibility of more targeted designs to promote the integration and development of live streaming e-commerce and national subsidy policies." Live streaming e-commerce and national subsidy policies are rushing in both directions, and the comprehensive superposition effect is obvious. Li Mingtao said, "On the one hand, live streaming e-commerce has increased the awareness and participation of the national subsidy policy through efficient dissemination, and promoted the implementation of the policy. On the other hand, the national subsidy policy has reduced consumers' shopping costs and increased their purchasing power by providing financial subsidies, bringing more traffic and sales opportunities to live streaming e-commerce