“什么值得买”发布“双11”开门红消费趋势：品质消费持续领跑，兴趣赛道快速增长

Core Insights - The consumption trends during the "Double 11" pre-sale event indicate a strong performance in core categories driven by national subsidy policies and quality of life demands, with significant GMV achieved [1] Group 1: Consumer Trends - Major household categories such as home appliances, mobile communications, and furniture achieved GMV in the tens of millions during the opening period [1] - High-capacity and high-ticket products are performing exceptionally well, with domestic brands leading the market due to their design and functionality tailored to consumer needs [2] - The top GMV products include the Little Swan washing and drying set, Midea air conditioning cabinet, and Rongsheng French-style refrigerator, showcasing the dominance of domestic brands [2] Group 2: Emerging Markets - The pet economy is evolving, with consumers shifting from basic care to emotional companionship and refined care, resulting in significant GMV growth in pet-related products [3] - Specific pet product categories saw GMV increases of 90.35% for daily use items, 58.74% for grooming products, and 19.28% for travel gear [3] - The trend of "cyber health" supplements is penetrating the pet market, with specialized pet supplements gaining popularity [3] Group 3: Health and Wellness - Health-conscious consumption is on the rise, with functional health products and smart devices becoming essential in daily life, particularly among working professionals [4] - The demand for health check-up services is increasing, with young consumers purchasing health packages for their parents as a way to express filial piety [4] - Popular health check-up products include the Aikang Guobin health packages, indicating a shift towards proactive health management [4] Group 4: Interest-Driven Consumption - The "Double 11" event is not just a promotional window but a significant indicator of annual consumption trends, highlighting the potential of interest-driven consumption [4] - Categories such as sports equipment, travel, and home renovation are performing well, suggesting a shift towards consumption patterns anchored in personal interests [4]