Recently, the National Two Sessions were held, and people's livelihood and economic issues received much attention. In the key work arrangements, the government designated boosting consumption as a major task for 2025, and planned to allocate 300 billion yuan of ultra-long-term special government bonds to support the "trade-in" program for consumer goods.

At present, expanding domestic demand has become the key to promoting sustained and stable economic growth of the country. Consumption has become the crucial factor among them. In order to effectively stimulate consumption, the government has continuously issued "trade-in for new" policies in the past two years, encouraging consumption through fiscal subsidies.

According to data from the National Bureau of Statistics, in the past year (2024), the 8 major categories of home appliances involved in the "trade-in for new" program achieved sales of over 60 million units, directly driving consumption of over 260 billion yuan.

In the bathroom industry, many leading enterprises have taken the lead by adopting measures such as forming alliances, refreshing products and services, and offering price subsidies. Among them, Jimo has responded positively to the national call and leveraged the innovative strength of its economic entity to launch a series of highly attractive major actions, which are influencing the entire industry.

Not long ago, Jiemu once again launched a powerful offensive, bringing together a 10-billion-yuan factory subsidy and a national subsidy to form a "government-enterprise dual subsidy" powerful synergy. They grandly opened the curtain of "Jiemu 35th Anniversary and 315 Quality Shopping Festival", bringing smart home appliances to thousands of households.

PART1

"Subsidy from the state" ≠ "Low price"

The goal of boosting consumption is to improve the quality of life.

According to our observation, the "National Subsidy" program launched by the state in the past two years is not merely a simple "low-price" measure to stimulate consumption. Although the "National Subsidy" can to some extent lower the "threshold" of product prices, only products that meet the energy efficiency or water efficiency standards of level 2 or above can enjoy the "National Subsidy" benefits. The core of the "Used-for-New" policy lies in encouraging consumers to replace old equipment and consumer goods with more energy-efficient and intelligent new products through subsidies and other means, thereby further enhancing the quality of life.

Specifically in the bathroom industry, only products that meet the first and second-level water efficiency standards can enjoy government subsidies. This effectively excludes those energy-consuming and low-water-efficiency bathroom products, accelerating their market elimination process. The high-quality products of Jimo have been a key advantage for its deep participation in the "trade-in for new" national subsidy program, as they contribute to the improvement and enhancement of quality of life.

For instance, during this "315 Quality Shopping Festival", the Jimo X70 Silent and Intelligent Toilet Bowl also participated in this national subsidy program. This product adopts the "Inverted Flushing" technology pioneered by Jimo globally and the "Flush-replacement-Flush" design. As a result, the flushing noise can be as low as 38db, significantly improving the toilet usage experience during daily use. Since its launch, it has been a "bestseller" in the market.

In order to meet the diverse quality-upgrade demands of consumers, this event of Jimo basically covers all scenarios of bathroom life, enabling consumers to easily achieve an overall upgrade of their bathroom spaces and truly enhance the quality of their bathroom life from every detail. Leveraging its leading advantages in products and brand strength, Jimo stands out in this fierce competition of product renewal and once again becomes the "leader".

PART2

Brand traffic + marketing innovation

The "Dual Engine" Approach Facilitates the Implementation of "Trade-in for New Goods" Program

For a long time, bathrooms have been a low-profile sector. Consumers usually only pay attention to bathroom products when they are renovating new houses, renovating old ones, or when there are problems with the bathroom facilities. Thanks to the efforts of leading enterprises such as Jimo, the "trade-in for new" promotion for bathrooms has quickly caught the attention of consumers.

As a leading brand in the industry that ranks "first in China and among the top three globally", Jimo has been deeply engaged in the sector for 35 years. It not only enjoys an extremely high market share but also has accumulated significant brand influence. It has established a good brand reputation in the domestic market. Jimo's advanced technological advantages, strong R&D capabilities, and high-quality products have all been widely praised by domestic consumers.

In terms of marketing strategies, Jiumo has boldly innovated and broken through traditional constraints. It has actively explored a series of highly forward-looking and innovative marketing measures. During this "315 Quality Shopping Festival", Jiumo broke away from the previous passive marketing approach of "waiting for customers to come to us" and adopted a brand-new mobile exhibition model. Its industry's first mobile caravan brought bathroom products from "urban business districts" to "vibrant communities", allowing more consumers to conveniently experience the high-quality products and attentive services of the brand right at their doorstep.

As far as we know, in the bathroom industry, Jinmu is the first brand to launch the "mobile exhibition" caravan to enter residential communities, further tapping into potential consumer groups. Previously, some consumers might have had concerns about renovating their bathrooms due to factors such as distance and time. The Jinmu mobile caravan has entered communities, lowering the threshold for consumers to participate in activities and attracting more attention and participation from community residents.

It can be said that Jiucheng has once again set a new precedent in marketing within the industry, providing brand-new ideas and references for the marketing models of the bathroom industry. It has driven the marketing of the industry to shift from the traditional static model of store sales to a more proactive and interactive one, thereby enabling consumers to have a deeper understanding of the bathroom industry.

In this "trade-in for new" initiative, the combined effect of the leading brands in the nine-steel industry's appeal, the brand's inherent traffic pool, and innovative marketing measures has produced an unexpected "aggregation and amplification effect". As a result, "trade-in for new" is no longer merely an activation of consumption activities; instead, it has evolved into a quality life upgrade movement involving all citizens.

PART3

Tailor-made diversified services

Give consumers sufficient confidence to replace their old products with new ones

Unlike the installation mode of household appliances which is ready-to-use upon purchase, the renovation of bathrooms and living spaces is closely related to factors such as the decoration situation, water and power line laying, and the age of the house. Many homeowners often worry about the long renovation time and complex engineering, and thus are reluctant to renovate.

In order to bridge the "last mile" from the demand for quality life to the final implementation of products, Jiumei has tailored a variety of differentiated services based on different usage environments, comprehensively meeting the diversified needs of users.

For old residential areas and residential buildings, Jiumo has launched the "Ultra-fast Trade-in and Replacement" service policy. Besides the regular product installation services, it also offers services such as measurement and design, dismantling of old components, circuit modification, and removal of old components. This ensures that users can enjoy a seamless update experience.

Not only that, in 2024, Jimo once again upgraded its commercial scene service and launched the "Commercial Full-Chain Uninterrupted Delivery Service", covering ten core links including environmental investigation, on-site measurement, sample installation, technical briefing, large-scale goods installation, construction inspection, project acceptance, delivery explanation, on-site service, and proactive inspection, to ensure 100% satisfaction in commercial engineering delivery and trouble-free use.

From the perspective of "real needs", Jimo provides practical and feasible solutions for "trade-in and new purchase" in various scenarios, making the trade-in and new purchase in each scenario achievable easily. This successfully stimulates consumers' enthusiasm and effectively promotes the implementation of national policies. Moreover, it enables all citizens to enjoy a better life more conveniently and at a more favorable price.

However, we believe that the achievements are merely superficial manifestations. The reason why Jimo was able to stand out in the "trade-in for new" campaign is that behind the surface lies the deep-seated social responsibility and sense of mission of Jimo as a leading brand in the national bathroom market. It is precisely because of this corporate responsibility commitment that Jimo is willing to take on the responsibility of promoting the implementation of the national subsidy for the "trade-in for new" program. It is willing to increase investment in products and marketing, and ensure that services are perfect. The "trade-in for new" campaign and the boost in consumption will naturally come about!