2 1 Shi Ji Jing Ji Bao Dao·2025-11-07 10:41Core Insights - The core theme of the article is the evolution of consumer behavior during the Double Eleven shopping festival, emphasizing a shift towards practical and essential household purchases, reflecting a desire for stability and quality in family life [1][49]. Group 1: Household Consumption Trends - Double Eleven has become a fixed annual shopping event for families, with a high penetration rate among consumers, indicating its importance in household procurement [5]. - Household daily necessities dominate the consumption landscape, with a 65.9% selection rate, significantly higher than other categories like home appliances and digital products [10][30]. - Consumers prioritize planning and practicality in their purchasing decisions, with a notable trend towards a combination of bulk buying and immediate purchases [14][30]. Group 2: Consumer Motivations - The primary motivations for consumers include a desire to maintain a stable life order (56.3%), price sensitivity (55.6%), and the need to reduce daily burdens (50.11%) [16]. - Consumers are increasingly focused on product quality and price, with 52.6% prioritizing reliability and 52.4% seeking affordability in their purchasing decisions [18][21]. Group 3: Platform Preferences - JD.com emerges as the preferred platform for purchasing daily necessities and services, with over 40% of consumers favoring it due to its reliability and service quality [22][24]. - The survey indicates a strong inclination towards domestic brands, with over 60% of consumers preferring local products, reflecting a growing trust in domestic quality [25]. Group 4: Service Consumption Trends - Service consumption is transitioning from optional to essential, with over half of respondents viewing it as a necessary solution for household management [33]. - The demand for service consumption is characterized by high frequency and practicality, with 93% of respondents showing interest in service-related purchases during Double Eleven [37]. Group 5: Challenges in Service Consumption - Key concerns in service consumption include inconsistent service quality and price transparency, which are significant barriers to consumer trust [43][44]. - The role of platforms in ensuring service quality and effective after-sales support is critical, as many consumers express concerns about weak platform oversight [45]. Group 6: Future Outlook - The overall trend indicates a shift from price-driven consumption to a focus on quality and experience, with consumers seeking reliable and efficient solutions for their household needs [49][50]. - Companies and platforms are encouraged to enhance their offerings around essential household needs and address the transparency issues in service consumption to capture market opportunities [50].