Z世代双十一消费行为报告发布：线上与线下同频，国货与文化齐飞

Core Insights - The "Double Eleven" shopping festival has evolved into a significant cultural and social event for Generation Z, beyond just a shopping spree [1] - A report by Soul App and Shanghai Youth Research Center highlights the consumption behavior of Generation Z during "Double Eleven" [1] Group 1: Participation and Attitudes - Over 90% of Generation Z expresses a positive attitude towards shopping during "Double Eleven," with participation rates increasing steadily over the years [4][6] - The percentage of young people who feel that "Double Eleven" has a stronger festive atmosphere in 2025 compared to previous years is 39.1% [6] - There is a notable divide in opinions, with some expressing skepticism about promotional claims like "lowest prices of the year" [7] Group 2: Budget and Spending Trends - Approximately 40% of young people plan to increase their budget for "Double Eleven" in 2025 compared to the previous year [11] - The proportion of those planning to spend more has risen from 27.3% in 2021 to 38.6% in 2025 [11] - Travel-related purchases have become the top emotional consumption category, with 36.9% of young people favoring travel products [11] Group 3: Cultural and Experience Consumption - 20% of young people are inclined towards cultural consumption, including books, music, and knowledge-based courses [12] - The trend of emotional consumption is evident, with experiences and entertainment taking precedence over traditional material goods [20] Group 4: AI and Technology in Shopping - About 70% of young people recognize the integration of AI in e-commerce, with AI customer service being the most popular application [22][25] - Satisfaction with AI applications in shopping is high, with 36.5% expressing that it enhances their shopping experience [26] Group 5: Offline Engagement and National Brands - Over 70% of young people are paying more attention to offline activities during "Double Eleven," indicating a shift towards in-store experiences [20] - There is a growing preference for domestic brands, particularly in categories like smartphones and home appliances, with 57.6% of young people indicating an increase in purchasing domestic products [20][21]