智通财经APP获悉，红星美凯龙(01528)盘中涨超22%，截至发稿，涨9.97%，报3.64港元，成交额1.87亿港元。
华西证券指出，美凯龙积极响应国家号召，于10月13日到11月11日期间在近20个省市223家商场全面接入政府平台，大规模推动家电家居“以旧换新”。政策推出较早的上海已初见成效，根据观点网，国庆黄金周期间，公司旗下8家商场10月1日至7日销售1.43亿元，同比去年增长112%，有效到店车次1.62万，同比去年增长24%，实现客流销售双增长。随着国补覆盖范围逐步完善，Q4家居换新需求有望得到进一步催化。
天风证券指出，美凯龙与战略投资方阿里巴巴共同探索家居新零售领域的布局，率先推行家居消费新零售模式。公司对全国范围内的商场进行数字化升级，建立线上“天猫同城站”，并自建新零售线上产品运营及服务能力。同时，公司从选品、数字化上翻、流量承接等多方面，扶持传统经销商使其具备线上运营的能力，从而及时有效地将线上流量精准转化至线下商场体验并促成交易，赋能商户的同时也为消费者带来更好的家居购物体验。
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