Core Insights - The report outlines the consumption behavior of Generation Z during the Double Eleven shopping festival in 2025, based on a survey of 2,770 samples, highlighting a significant increase in participation and diverse spending patterns among this demographic [1][2]. Group 1: Demographics and Participation - Generation Z's main consumer base consists of individuals born in the 1990s, 1995s, and 2000s, with males representing 61.1% of this group [1][5]. - The highest participation rate in Double Eleven is observed in ordinary prefecture-level cities at 28.7%, followed by new first-tier cities and major metropolitan areas [1][6][7]. - Young individuals with a monthly income between 5,001 and 8,000 yuan show the most pronounced consumption demand [1][8]. Group 2: Consumption Trends - In 2025, 93.1% of young people participated in Double Eleven, marking a steady increase from previous years, with 39.1% feeling a stronger sense of festivity this year [1][11]. - 38.6% of young consumers increased their Double Eleven budget compared to 2024, indicating a robust consumer confidence trend [2]. - The consumption categories have diversified, with traditional strong categories like clothing and beauty products, alongside emotional and cultural consumption, including travel, digital services, and creative products [2]. Group 3: Consumer Sentiment and Feedback - The sentiment towards Double Eleven is mixed, with positive feedback focusing on clear promotional rules, direct discounts, and a rich variety of products, while negative feedback includes concerns about prolonged event duration and lack of price advantages [2][12][13]. - Approximately 29% of young consumers feel that there has been no significant change in the shopping experience compared to previous years [13]. - There is skepticism regarding the claim of "lowest prices of the year" during Double Eleven, with 59% of respondents feeling uncertain and 18.2% completely disbelieving this assertion [14][15]. Group 4: Technological Integration and Brand Preferences - Over 70% of young consumers are engaged with offline store activities, and there is a notable increase in preference for domestic brands, particularly in categories like smartphones and home appliances [2]. - The application of AI technology in e-commerce has emerged as a new highlight, with around 70% of young consumers having experienced AI-related services, particularly in intelligent customer service and personalized recommendations [2].
2025 Z世代双十一消费行为报告
Sou Hu Cai Jing·2025-11-11 07:39