今年双11，消费者在线下门店找回“安全感”

Core Insights - The article highlights a significant shift in consumer behavior during the Double 11 shopping festival, with a notable return to offline shopping due to a "trust crisis" in online pricing and promotions [1][2][8] - Suning.com is leading this trend by offering price guarantees and a more tangible shopping experience, which has resonated with consumers seeking certainty in their purchases [2][6] Group 1: Consumer Behavior - Many consumers are frustrated with online shopping experiences, citing instances of price discrepancies and feeling misled by promotional tactics [1] - A growing number of consumers prefer the immediacy and reliability of physical stores, where they can see and touch products before making a purchase [4][8] Group 2: Suning.com Strategies - Suning.com has implemented a strategy of "true benefits with fixed prices," ensuring that prices remain stable throughout the Double 11 period, which alleviates consumer anxiety regarding price fluctuations [2][6] - The company has reported that over 55% of its sales during this period are from AI-integrated home appliances, indicating a strong consumer interest in advanced technology [6] Group 3: Role of Offline Experience - The tactile experience of shopping in-store is becoming increasingly important as consumers seek to understand complex product features that are difficult to convey online [4][6] - Sales staff, now referred to as "home appliance stewards," are playing a crucial role in providing expert advice and building trust with consumers, enhancing the overall shopping experience [6][8] Group 4: Market Trends - The shift back to offline shopping is not a rejection of online retail but rather a maturation of consumer behavior, where online platforms are better suited for standard and fast-moving consumer goods [8] - High-value and experience-driven products are increasingly being purchased in physical stores, where consumers feel they receive more reliable information and assurance [8]