Qi Lu Wan Bao·2025-10-30 08:29Core Insights - The annual "Double 11" shopping festival has started early on October 9, with a focus on home appliance consumption, which remains a key area for planned household spending [1] - A survey conducted by Qilu Evening News revealed that nearly 60% of respondents plan to purchase home appliances during this year's "Double 11" [2] Consumer Intentions and Preferences - 56.19% of respondents indicated plans to buy home appliances, with 39.49% stating that the combination of national subsidies and promotions makes purchasing more attractive [2][5] - Small appliances are particularly appealing, with 37.38% of consumers planning to buy them, compared to 29.39% for large appliances [2] Consumer Segmentation - Two main consumer groups have emerged: the "Top Configuration Group" (25.48%) and the "Pragmatic Group" (58.13%), reflecting different purchasing philosophies [5][9] - The "Top Configuration Group" prioritizes high-end features and technology, while the "Pragmatic Group" focuses on cost-effectiveness and basic functionality [12][13] Purchase Decision Factors - Key factors influencing purchase decisions include platform reputation (52.69%), price affordability (51.53%), and integrated services (50.27%) [17] - Both consumer groups agree on the importance of platform credibility and service quality when selecting where to purchase [17][21] Research-Driven Consumption - A significant trend is the rise of research-oriented purchasing behavior, with nearly 90% of respondents conducting research before making a purchase [25][26] - Consumers prioritize product specifications, after-sales service, and real user feedback when making decisions [26] Trends in Home Appliance Consumption - The demand for health, energy efficiency, and smart technology is increasing, with specific preferences noted in various appliance categories [27][28][29] - For instance, "first-class energy-efficient refrigerators" and "health-oriented air conditioners" are among the most sought-after products this year [28][29] Platform Preferences - JD.com remains the preferred platform for over 80% of consumers across both segments, recognized for its comprehensive service and product offerings [21] - The platform's ability to cater to diverse consumer needs positions it as a key player in the home appliance market [24]