激發家電以舊換新消費，雙11天貓聯合品牌投入60億元加碼補貼
一級能耗產品補貼2000元，加上品牌直降15%的優惠，再疊加400元家電行業品類券，今年，天貓雙11家電商品的優惠力度將低至6折。
10月12日，記者從2024年天貓雙11發佈會上獲悉，今年國家推出的大規模家電以舊換新補貼將可疊加雙11優惠，天貓將攜手上千家品牌，聯合投入60億元，通過發放品類券、品牌官方讓利等方式，積極響應以舊換新增量政策，給消費者更大力度的讓利，進一步激發消費活力。
近期，各地紛紛推出大規模家電以舊換新補貼政策，消費者購買冰箱、洗衣機、電視、空調、電腦、熱水器、家用灶具、吸油煙機等家電產品時，一級能效或水效標準產品，可享產品銷售價格的20%補貼，二級能效或水效標準產品可享15%補貼，每類產品至高補貼2000元。
10月14日，天貓雙11家電產品將現貨開售，當天 14:00，消費者可在淘寶App搜索"家電搶先購"，領取天貓家電品類券和政府補貼資格，當晚8點開售，消費者在天貓以舊換新或直接購新，均可享受政府補貼，下單立減。
目前，天貓是匯聚一、二級能效家電產品最多的平台，覆蓋海爾、格力、TCL、美的、海信等上千個品牌超3萬款熱銷款家電。當前，浙江、廣東、山東、四川、上海、河北、安徽等省份率先在天貓發放政府補貼，讓利惠民。
今年兩會期間，國家發改委及商務部提出推動大規模消費品以舊換新，天貓率先響應，先後投入超7億元，加大對以舊換新商品的補貼力度和覆蓋範圍，同時升級以舊換新服務體驗，方便消費者"去舊更容易、換新更願意"。
在以舊換新"最後一公里"的服務方面，天貓支持全國1800個區縣實現空調、冰箱、洗衣機、電視機等大件商品上門"送新"同時"取舊"，將以往需要兩到三次的上門服務體驗，縮減至一次即可一站式完成。此外，原本需要花錢找人處理的二手馬桶、晾衣架、沙發等無殘值廢品，天貓也提供免費上門拆、取舊服務。
目前，天貓是消費者領取政府補貼人數最多的平台之一。自8月31日發放杭州政府補貼以來，累計有上千萬消費者湧入天貓領取政府補貼資格。天貓平台上以舊換新日均成交額實現近3倍增長，帶動電視機品類成交額環比增長超108%，閨蜜機暴升480%，空調同比去年成交增長超70%。
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