Jing Ji Guan Cha Wang·2025-11-03 14:11Core Insights - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior, with a focus on rational decision-making driven by product ingredients and parameters [1][4][12] - The beauty and apparel sectors remain the primary battlegrounds for consumer spending, with over 75% of consumers planning to purchase autumn and winter clothing, and 47.2% targeting skincare products [1][4] - A new consumer trend is emerging where individuals prioritize verifiable product features over impulsive buying, indicating a move towards a more data-driven approach to shopping [1][3][9] Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making purchases and more than one-third adding items to their carts [1] - In the beauty sector, 96.4% of consumers consider product ingredients when purchasing skincare, with 50.7% conducting a secondary selection based on these ingredients [5][9] - The trend of "parameter thinking" has expanded to apparel, with 74.3% of consumers now checking data such as down fill weight and fabric composition when selecting winter clothing [2][6] Platform and Brand Dynamics - E-commerce platforms are adapting to this trend by enhancing their parameter standards and establishing trust with consumers, creating a positive feedback loop between platforms, brands, and consumers [3][12] - JD.com has gained consumer trust by implementing rigorous parameter selection and certification processes, with 79.7% of consumers viewing its "JD FASHION" and "安心品质" labels as credible sources of product information [2][13] - The shift towards ingredient and parameter-focused shopping is prompting brands to optimize their offerings to meet consumer demands for transparency and quality [3][14] Product Categories and Preferences - The most sought-after products during Double 11 include skincare items like creams and serums, with 65.2% of consumers planning to purchase these, alongside 61.2% looking to buy winter clothing [8][10] - In winter apparel, 58.7% of consumers intend to buy down jackets, prioritizing high fill power and wind resistance [10][11] - The focus on quality over quantity is evident, with 60.5% of consumers emphasizing the importance of fabric quality when selecting winter clothing [11][12]