徐徐道来丨万亿消费浪潮下，山东凭“适老温度”跑出以旧换新新样板

大家有没有好奇，当下中国是如何持续激活大众消费、真正提升普通人生活品质的？商务部最新数据显示，今年上半年，全国以旧换新，拉动销售额1.1万亿元，惠及1.5亿民众。今天我们来关注地方政策可以有多暖心、多精准。

今年的消费品以旧换新，山东玩出了独一份的新花样。山东上半年，超1119.5万份换新补贴申请，直接带动890.6亿元消费增长，实打实走进了千家万户。最关键的是，山东用好地方自主权限，完全根据老百姓的真实需求，定制补贴清单。

6月18日，山东一次性新增八大类换新补贴。 除了常见的节能家电，它第一次把三类最暖心适老产品，一起纳入普惠补贴： 助听器、助行外骨骼机器人、智能马桶。 这也是今年地方政策升级的最大亮点。

这份贴心，来自山东真实的民生省情。作为老年人口数量最多的省份，当地养老需求非常庞大。民政数据显示，助听器，是老百姓呼声最高、最刚需的适老设备。给大家算一笔很直观的账。一台主流助听器，售价大概1万元， 通过这次补贴，直接减免15%，最高省下1500元。对很多听力障碍的老人来说，这是实实在在的生活减负。

这套政策不是凭空制定的。山东走遍全省16个城市走访调研， 结合大家对智能、绿色、适老的真实消费需求，筛选品类、出台福利。真正做到：政策源于民生，服务民生。新政落地仅仅半个月，新增品类销量就突破3.5万件，带动1.3亿元销售额。亮眼的数据，最能说明：精准贴合百姓刚需的政策，最有生命力。

整体来看，山东的以旧换新，不止是简单刺激消费。它兼顾智能升级、绿色低碳，更兼顾养老民生。

因地制宜、精准施策、惠民利民， 这就是中国地方治理最温暖、最鲜活的缩影。

Have you ever wondered how China is constantly boosting domestic consumption and improving ordinary people’s quality of life?Official figures from the Ministry of Commerce show that in the first half of this year, the national trade-in program drove 1.1 trillion yuan in sales and benefited 150 million people nationwide.

Today, we won’t dive into nationwide aggregate data. Instead, let’s see how thoughtful and targeted local policies can be.Among all regional trade-in policies this year, Shandong stands out with its unique, people-centered design. In the first half of the year, Shandong received over 11.195 million subsidy applications for trade-ins, directly driving 890.6 billion yuan in consumption growth. These benefits have truly reached thousands of households.

On June 18, Shandong rolled out subsidies for eight new product categories at once. Besides conventional energy-saving home appliances, the province included three warm, senior-friendly products: hearing aids, mobility-assisting exoskeleton robots and smart toilets. This is the biggest highlight of local policy upgrades this year.

This thoughtful policy is rooted in Shandong’s real demographic and livelihood realities. As China’s province with the largest elderly population, Shandong faces enormous demand for elderly care.Civil affairs data indicates that hearing aids are the most sought-after and essential elderly care device among local residents.

Let’s do a simple, straightforward calculation. A mainstream hearing aid costs roughly 10,000 yuan. Thanks to this subsidy, buyers get a 15% price cut, saving up to 1,500 yuan in total. For many seniors with hearing loss, this is a tangible relief to their living expenses.

This policy was by no means formulated arbitrarily. Officials carried out field surveys across all 16 cities in Shandong. They selected subsidized product categories and rolled out benefit packages based on residents’ real demands for smart, eco-friendly and senior-oriented goods. Truly, policies are made by the people and for the people.

Only half a month after the new policy took effect, sales of these newly subsidized products exceeded 35,000 units, generating 130 million yuan in sales. These striking figures speak for themselves: policies that closely align with people’s real practical needs always gain wide public support.

All things considered, Shandong’s trade-in program is far more than a simple measure to lift consumption. It balances the upgrading of smart products, low-carbon green development, and most importantly, the quality of life of the elderly.

Adapting policies to local conditions, targeting people’s real needs, and putting public well-being first—this serves as a heartwarming and vivid example of local governance in China.

无限工作室出品

策划：王静

统筹：武玮佳

文案、出镜：徐明业

剪辑：刘博洋

拍摄：张光