China’s Subsidies Boost Tech & Consumer Markets    

The year 2024 marks a turning point for the technology and consumer goods markets: for the first time since 2021, the industry grew again. A key driver of this development was profound changes in China’s economic and trade policy.

Since last August, the Chinese government has been promoting the purchase of energy-efficient electronics and household appliances with generous subsidies. Products such as televisions, laptops, and major household appliances—including refrigerators, washing machines, and air conditioners—are benefiting in particular. Buyers of appliances with the highest energy efficiency rating receive a subsidy of 20%, capped at 2,000 yuan. This means that the maximum benefit is reached at a purchase price of around 10,000 yuan (approx. USD 1,300).

This measure has made premium products more attractive—which had an immediate impact on market prices. In the final quarter of 2024, they rose significantly.

The subsidies quickly had an effect: between September and December 2024, sales of major household appliances and air conditioners grew by an impressive 33%, while prices rose by 11%. Other product categories also benefited:

• IT and office products: +14% sales growth
• Small household appliances: +8% (driven by regional subsidy programs)

Consumer purchasing behavior also changed. Brick-and-mortar retail in particular, which increasingly offers premium products, was able to record significant sales increases.

Following the success of the measures to date, the Chinese government is expanding the program to additional product categories from 2025—including dishwashers, microwaves, tablets, and especially smartphones. This expansion is likely to further drive short-term growth and significantly influence the entire technology and consumer goods market in China and worldwide.

Why these subsidies? The government had a clear economic goal: to achieve the targeted GDP growth of 5% for 2024. Because domestic demand weakened in the first half of the year, targeted economic stimulus measures were introduced—with success. Given the positive effects, the program could be extended until Q3 2025, similar to an earlier initiative from 2012–2013.

However, growth in the fourth quarter of 2025 will be significantly weaker, as it will be competing with the exceptionally high comparison figures from 2024. Nevertheless, the industry remains optimistic. “The big question is where the capital invested by the government will ultimately flow in 2025 and 2026,” says Norbert Herzog, Head of Global Strategic Insights at NIQ/GfK and an expert in major household appliances. “As the demand-side situation in China remains strained, the additional revenue will likely be reinvested in other regions to boost the growth of Chinese brands in Southeast Asia, Latin America, and Europe, which could lead to continued price pressure in these markets.”

All in all, China’s trade and economic policy measures in the fourth quarter of 2024 reshaped the global market landscape for technology and consumer goods—and set the course for further developments in the years ahead.

Based on a partnership between NIQ/GfK, gfu, and IFA Management, we provide you with regular updates on market developments and trends from the Home & Consumer Tech sectors. Interesting insights, current market figures, consumer trends, and much more are professionally prepared for you using sources from the three expert partners.