On February 19th, the third day of the Lunar New Year, inside the Chongqing JD MALL in Liangjiang New Area, Ms. Zhou was beaming as she held her settlement slip. Staff were busy registering information about her old appliance and explaining the installation process for the new one. Throughout the store, posters for the “National Subsidy” program were everywhere, with a steady stream of customers inquiring and placing orders, forming long lines at the checkout counters.

Earlier this year, Chongqing introduced subsidy policies for 2026 covering appliance trade-ins and purchases of new digital and smart products. Coinciding with the Spring Festival consumption peak, the benefits of these policies have been continuously released, invigorating the consumer market.

According to statistics from the Municipal Commerce Commission, in the first five days of the holiday from February 15th to 19th, the city recorded 12,723 transactions related to appliance trade-ins, with government subsidies amounting to 6.5191 million yuan, directly driving appliance sales of 44.1794 million yuan. For subsidies on new digital and smart product purchases, there were 61,466 transactions, with government subsidies of 22.7578 million yuan, directly driving digital product sales of 177.9203 million yuan. These dual surges together composed a vibrant “Spring Festival consumption symphony” for Chongqing.

Trade-ins “Take Center Stage,” Appliance Stores Buzzing with Festive Atmosphere

At 10 a.m., inside the Chongqing JD MALL Liangjiang store, the scene was lively. Many citizens chose to bring the whole family, making a trip to the appliance store a “must-do” activity for the Spring Festival holiday.

“Our old refrigerator has been used for 10 years, and its cooling effect is getting worse. We took advantage of the Spring Festival subsidies to replace it with a new one quickly.” Ms. Zhou’s old refrigerator was valued at 800 yuan. She chose a top energy efficiency double-door refrigerator with an original price of 8,999 yuan. After deducting the old appliance value and a 15% government subsidy (capped at 1,500 yuan), and stacking it with the store’s Spring Festival discounts, the final price was only 6,699 yuan. “Not only did we save money, but the new refrigerator is more energy-efficient and has a larger capacity, perfectly meeting our family’s need to stock up for the Spring Festival. We also get free door-to-door removal of the old unit and installation service, which is so convenient.”

The release of policy benefits has also ushered in a peak sales season for appliance retailers. According to information, during the Spring Festival period, trade-ins for appliances like refrigerators and large-screen TVs saw a slight increase of about 10% compared to the same period last year. Furthermore, in addition to the “National Subsidy” campaign, additional promotions were launched, including 15% subsidies on kitchen appliances, dryers, and small appliances, gifts like phone stands and shoe dryers for purchases above certain amounts, and lucky bag giveaways for festive check-ins. Purchasing sets could save up to 3,000 yuan.

At the Century Xindu Appliance Gallery in the Guanyinqiao business district, cumulative appliance sales in the first four days of the Spring Festival holiday reached 318,800 yuan. Facing the Spring Festival consumption peak, the appliance gallery built a full-channel promotional matrix on top of implementing the trade-in policy. Online, they actively tapped into local lifestyle traffic, simultaneously launching coupon collection channels on Meituan and Douyin. Offline, they focused on core categories, offering diverse discount activities such as gifts for single-item purchases above a threshold and 200-yuan electronic vouchers for purchases over 3,000 yuan in refrigerators and washing machines, effectively attracting crowds.

Digital Products Show Strong “Heat,” New Year Trendy Items in High Demand

While the appliance trade-in热潮 remains strong, the momentum for digital product upgrades is powerful. During the Spring Festival holiday, taking advantage of policy subsidies and free time, many citizens replaced mobile phones, tablets, smartwatches, and other digital products. Digital sections in major stores were extremely popular, becoming another highlight of the Spring Festival consumer market.

On February 18th, in the digital section of Chongqing JD MALL Yangjiaping store, the latest models of mobile phones and tablets from major brands were neatly displayed. Signs reading “Up to 500 yuan subsidy for trade-ins” were particularly eye-catching. Staff were assessing the value of customers’ old phones and explaining the subsidy levels for different models.

Young people are the main force driving digital upgrades. The convenient subsidy process and rich selection of new products fuel their consumption enthusiasm. “I’ve had my eye on this phone since last year and finally bought it

Chongqing JD MALL

Chongqing JD MALL is a major commercial and retail complex located in the city’s Yubei District, developed by the Chinese e-commerce giant JD.com. It opened in the late 2010s, integrating JD’s online retail strength with an immersive offline shopping experience featuring technology, entertainment, and dining. The mall represents the modern evolution of Chongqing as a key commercial hub in southwest China, blending digital innovation with traditional retail.

Liangjiang New Area

Liangjiang New Area is a state-level development zone established in 2010 in Chongqing, China, as part of a national strategy to boost economic growth in the western region. It serves as a major hub for advanced manufacturing, logistics, and finance, built upon historical industrial foundations in the area. Today, it is a key driver of urbanization and innovation in the Yangtze River Economic Belt.

Chongqing JD MALL Liangjiang store

Chongqing JD MALL Liangjiang store is a large-scale retail and entertainment complex located in the Liangjiang New Area of Chongqing, China. It represents a modern commercial development, reflecting the city’s rapid urbanization and growth as a major economic hub in southwestern China. While it does not have a long historical legacy, its establishment is part of the broader expansion of e-commerce giant JD.com into physical retail spaces in the 21st century.

Century Xindu Appliance Gallery

The Century Xindu Appliance Gallery is a modern retail and exhibition space in China, showcasing the evolution of home appliances and consumer electronics. It reflects the rapid technological advancement and rising consumer culture in China from the late 20th century onward, serving as a commercial landmark that highlights the country’s shift toward a modern, appliance-driven lifestyle.

Guanyinqiao business district

Guanyinqiao is a major commercial and financial hub in Chongqing, China, centered around a large pedestrian square and transportation interchange. Historically an important crossroads, its modern development accelerated in the 1990s, transforming it into a dense cluster of skyscrapers, shopping malls, and corporate headquarters. Today, it is famously known for its towering, closely-packed buildings that create a dramatic urban canyon effect.

Chongqing JD MALL Yangjiaping store

Chongqing JD MALL Yangjiaping store is a major retail and commercial complex located in the Jiulongpo District, serving as a modern shopping and entertainment hub in the city. It represents the expansion of JD.com’s offline presence, blending e-commerce with physical retail in a key urban area. While the mall itself is a contemporary development, Yangjiaping is a historically significant and bustling commercial center in Chongqing, with the mall contributing to its ongoing economic vitality.