“从all buy到一件不买”，这届年轻人退出双十一

Core Viewpoint - The younger generation is increasingly rejecting the traditional shopping frenzy of "Double Eleven," opting for more rational and minimalistic consumption habits, reflecting a shift in consumer behavior from previous generations [2][3][5]. Group 1: Changing Consumer Behavior - The main consumer demographic for Double Eleven has shifted from older generations (70s and 80s) to younger generations (90s and 00s), leading to changes in shopping habits [2][3]. - Younger consumers exhibit a mix of extravagance and frugality, focusing on psychological satisfaction rather than material possession [2][3]. - Many young consumers express frustration with the current shopping strategies employed during Double Eleven, feeling manipulated by pricing tactics and complex promotional schemes [3][5]. Group 2: Experiences and Reflections - Consumers report feeling overwhelmed by the extensive pre-sale processes and the perceived need to engage in complex shopping strategies to secure discounts [3][5]. - There is a growing sentiment among young consumers that the excitement of past Double Eleven events has diminished, with many preferring to avoid participation altogether [3][5]. - The experience of shopping has transformed from a thrill to a chore, with many consumers now prioritizing the enjoyment of the shopping experience over simply finding the best deals [3][5]. Group 3: Minimalism and Rational Consumption - Many young consumers are now focused on decluttering and reducing excess, leading to a more thoughtful approach to shopping [5][6][7]. - Individuals are increasingly aware of their consumption patterns, often choosing to sell or donate unused items before making new purchases [7][8]. - The trend towards minimalism is evident as consumers express a desire to avoid impulsive buying and instead seek out experiences or products that truly add value to their lives [7][8]. Group 4: Market Dynamics - The availability of desired products during Double Eleven has become a significant concern, with many consumers reporting that popular items sell out quickly, leading to disappointment [8][9]. - The perception of value has shifted, with consumers questioning whether the discounts offered during Double Eleven are genuinely worthwhile compared to other purchasing options [8][9]. - The rise of second-hand markets and rental options is becoming more appealing to younger consumers, who are looking for cost-effective alternatives to traditional shopping [10].