The first day of the national mobile phone subsidy: Consumers are enthusiastic, and models priced be

On January 20, the 2025 national digital product subsidy was officially launched. Individual consumers who purchase three types of digital products, including mobile phones, tablets, and smart watches (bracelets), with a single sales price of no more than 6,000 yuan, can enjoy new purchase subsidies.

On the first day of the policy's implementation, the reporter visited JD Mall and found that mobile phone brands such as Huawei, Honor, Xiaomi, and Apple all participated in the national subsidy activities, and consumers were enthusiastic about purchasing mobile phones.

Models between 3,400 yuan and 4,000 yuan are the most popular

"How do I apply for this?" "Can I get the coupon and take my phone home today?"... At 2 p.m. on January 20, although it was a weekday, the reporter saw that the store was crowded with people. Consumers' enthusiasm for buying phones remained unabated, and consumers came from time to time to inquire about matters related to the "national subsidy."

"I wanted to change my phone two weeks ago, but I heard there would be 'national subsidies' and big discounts, so I waited until today. It's the New Year and I want to buy a new phone to welcome the new year," said consumer Xiao Xu.

A Vivo store clerk told the reporter: "Compared to normal working days, there are really a lot of customers coming to consult today, and most of them are asking about 'national subsidies'."

"Since this morning, the customer flow has been very large. Most of the consumers who come to buy mobile phones are asking about models priced between 3,400 yuan and 4,000 yuan. This price range happens to enjoy a subsidy of 500 yuan and has the best cost-effectiveness. According to past experience, 70%-80% of mass customers have always paid attention to this price range. After all, this price is very cost-effective even among tablet products." Chen Yongliang, deputy store manager of user operations at JD Mall, said that two products in the Apple iPad series are currently sold out, and the pre-sale group set up by the store has added nearly a thousand customers. "Even I bought an Apple Watch myself, which cost less than 2,000 yuan."

It is reported that the subsidy ratio for each item is 15% of the final sales price after deducting all discounts in the production, circulation links and mobile operators, and the maximum subsidy per item shall not exceed 500 yuan.

Mobile phone manufacturers closely follow the trend of "national subsidies"

Chen Yongliang introduced that if consumers want to enjoy the "national subsidy" benefits, they must first enter the "Mobile Digital, Purchase New Subsidy" activity interface through the UnionPay APP (including other APPs with UnionPay output services), and after selecting the digital product purchase new subsidy, they need to conduct real-name authentication and provide information such as name, ID number, phone number, etc. After the binding is completed, click on the coupon of the category you need on the webpage.

If you don't buy your phone offline, how can you enjoy the new phone purchase subsidy when you place an order online? "On the online platform, you need to search for 'national subsidy' on the JD platform. Different subsidies correspond to different products. Click to enter the mobile phone national subsidy in the pop-up interface and select your region to choose." Chen Yongliang said.

In addition, on the Tmall platform, users in Zhejiang and Jiangsu provinces can enjoy a 15% discount on the sales price of digital products such as mobile phones, tablets, and smart watches from January 20. However, users in other provinces and cities such as Guangdong, Hunan, and Fujian need to wait patiently, as relevant subsidy activities are being launched online one after another.

It is worth mentioning that in order to catch up with the "national subsidy" craze, major mobile phone manufacturers have responded. Many mobile phone brands such as Apple and Huawei have adjusted their pricing strategies and lowered the prices of many of their mobile phones to less than 6,000 yuan to meet the subsidy conditions.

According to the data released by JD.com on the implementation of the national subsidy for mobile phones and digital products, as of 12:00 on January 20, the national subsidy activities in Beijing, Hubei, Jiangsu, Zhejiang, and Shaanxi have been fully launched on JD.com, and activities in other provinces and cities are also being launched one after another. In the provinces and cities where the national subsidy is launched, the sales volume of mobile phones increased by 200% month-on-month, and tablets increased by 300%. At the same time, smart watches are also popular, especially smart children's watches, which increased by 100%.

Li Xuanzi, financial reporter of Xiaoxiang Morning News

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