年轻人消费回归理性 “双11”如何接招

Core Insights - The "Double 11" shopping festival is witnessing a shift from impulsive buying to rational purchasing among young consumers, reflecting a change in consumer behavior and expectations from e-commerce platforms [1][2][3] Consumer Behavior - A significant 77.7% of surveyed young consumers prioritize whether a product is genuinely needed over being swayed by low prices or trends, indicating a trend towards more thoughtful consumption [2] - The rise of social media content highlighting the pitfalls of impulsive buying has contributed to the spread of rational consumption attitudes among young consumers [2] Market Dynamics - E-commerce platforms are facing challenges due to complex discount rules and prolonged promotional periods, which diminish the urgency and excitement traditionally associated with "Double 11" [2][3] - The initial purpose of "Double 11" was to save consumers money and help merchants profit, but the current perception of excessive marketing tactics over genuine savings threatens its sustainable growth [3] Competitive Landscape - The competition among platforms is shifting from price wars to value wars, with some brands investing in technologies like AI fitting rooms to enhance the online shopping experience [3] - Brands are reallocating budgets from marketing to after-sales service to improve overall consumer experience and build emotional connections with customers [3] Industry Evolution - The evolution of "Double 11" reflects the maturation of young consumers, indicating a broader shift in the consumption market from scale expansion to quality enhancement, which is essential for industry upgrades [4]