In February of this year, Zou Lihua, a villager from Xitun, Caiyuanzi Village, Dachangshan Island Town, Changhai County, Dalian City, Liaoning Province, received a large screen TV purchased by her son. When placing the order, she received a discount of five to six hundred yuan by adding national subsidies and JD's trade in policy, which made the elderly person who had been frugal for a lifetime particularly pleased. According to data from JD platform, since the beginning of this year, the speed of exchanging old for new in rural areas of counties has significantly increased, with sales of household appliances such as air conditioning sets and wall mounted washing machines growing more than 6 times year-on-year. The order volume of national subsidy TV, air conditioning, and refrigerator products in remote rural areas such as Heilongjiang, Hunan, and Guizhou has increased significantly year-on-year. The "Government Work Report" proposes to "stimulate the consumption vitality of the sinking market" when deploying the special action to boost consumption. How can the policy of exchanging old for new consumer goods be deeply promoted in rural areas? Cao Peng, Chairman of the Technical Committee of JD Group, admitted that there are still some obstacles in the implementation of the "two new" policies in rural areas of counties, including insufficient publicity and mobilization, lack of special fund guidance, and lack of qualifications for offline stores. Many rural consumers have not been able to enjoy the benefits of technology and policies. He suggested increasing the promotion of national subsidies to rural areas, establishing a special fund pool for national subsidies to rural areas, relaxing the registration requirements for offline entities of national subsidies, and making concerted efforts to boost the rural consumer market. Lv Shenghua, Deputy Secretary General of the China Household Appliances Association and Editor in Chief of China Home Appliances Network, believes that with the implementation of the national subsidy policy this year, more rural consumers can also enjoy the benefits of the policy, improve their quality of life, stimulate rural consumption vitality, and inject more momentum into rural revitalization. Urban consumers have developed the habit of obtaining national subsidy qualifications online and shopping. Currently, due to the popularity of promotional activities, some regions' consumers are unable to obtain online national subsidy qualifications in a timely manner. It is hoped that the convenience of online national subsidy consumption can be maintained, so that users who have developed the habit can continue to obtain national subsidy qualifications online for consumption. Wang Wei, a second level researcher at the Development Research Center of the State Council and former director of the Market Economy Research Institute, analyzed that there are significant differences in product functions, usage scenarios, and sales service channels between the current rural household appliance market and urban market. To promote the exchange of old and new rural household appliances and stimulate rural consumption, more targeted policies need to be formulated. We should provide preferential subsidies for rural areas through the exchange of old appliances for new ones, and expand the coverage of subsidies through online and offline linkage. We should accurately define the product range that is suitable for the rural market, enrich product choices, and solve the problem of exchanging old appliances for new ones in rural areas. By utilizing the mature supply chain infrastructure and technological capabilities of e-commerce platforms to serve the national subsidy to rural areas, we can quickly promote price inclusiveness, assist in upgrading county-level consumption, and drive the development of county-level e-commerce, improving the digital economy ecology in the county. ”Jia Nan, former deputy director of the National Bureau of Statistics, stated that we need to promote the "online drainage+offline strong foundation+county-level adaptation" model, optimize fund allocation, improve service system, so that policy dividends not only benefit rural consumers, but also drive the development of county-level entities, logistics improvement, and employment stability, achieving the two-way empowerment of county-level consumption upgrading and county-level economic development. Cao Peng suggested establishing a special fund pool for national subsidies to rural areas, allocating a dedicated amount of funds from the national subsidy system for the rural market, and supporting enterprises with rural coverage capabilities and compliance qualifications to participate. Relaxing the registration requirements for offline entities of national subsidies will help more township physical stores provide convenient services for rural consumers; Encourage more standardized small and medium-sized enterprises to participate, and include county-level and rural household appliances and 3C digital stores that currently do not have national subsidy qualifications in the scope of national subsidy, benefiting more rural market consumers and increasing local zero consumption. According to statistics, by 2025, JD.com will have invested nearly 30 billion yuan in rural areas and below, covering multiple fields such as commodity subsidies, logistics fulfillment, and offline service network construction. Nearly 100000 township service stations across the country have become important nodes for undertaking national subsidies, and villagers can enjoy replacement services synchronized with the city at their doorstep. Zhao Jianfeng, Vice President of Haier Group and General Manager of Haier Smart Home China, introduced that in 2026, Haier and JD.com will leverage their platform's full channel coverage, online efficient verification of national subsidies, and county-level service network advantages to connect urban and rural consumption and service links, jointly improve the convenience and user experience of product replacement, promote the high-end, intelligent, and green upgrading of the home appliance industry, and promote the implementation of the policy of exchanging old for new consumer goods in rural areas. Yin Zhixin, President of Hisense China, stated that currently, the demand for green and smart home appliances in the rural market continues to rise, but due to issues such as insufficient service coverage and poor information accessibility, policy dividends have not been fully released. Next, we need to rely on the comprehensive channel advantages of e-commerce platforms both online and offline, and continuously strengthen and optimize the distribution mechanism of the policy of exchanging old for new consumer goods, so that tens of millions of consumers can "catch up, catch up quickly, and catch up steadily", truly achieving multi-party collaboration and win-win of "policy benefits for farmers, platform empowerment, and brand responsibility". (New Society)