Sou Hu Cai Jing·2025-11-11 12:15Core Insights - The 11.11 shopping event on JD.com serves as a significant indicator of regional economic vitality, with Zhejiang Province showcasing strong performance in e-commerce during this period [1] Group 1: Consumption Performance - Zhejiang Province ranks fifth nationally in order volume during the JD 11.11 event, with user growth rate placing eighth in the country [1] - Hangzhou remains the core of purchasing power, while Jiaxing has emerged as a new highlight with rapid growth in consumption [1] Group 2: Local Brand Highlights - The local brand "Zhiwei Guan," known for its authentic flavors, has become the most popular local brand during the event, while "Jiao Hua Ji," a signature local dish, is favored by consumers [1] Group 3: Category Performance - Categories with high transaction growth in Zhejiang include sports cameras (231%), digital cameras (202%), trendy blind boxes (179%), aged liquor (149%), and mops (98%) [2] - The top five categories by per capita spending are mobile phones, flat-screen TVs, air conditioners, refrigerators, and robotic vacuum cleaners [2] Group 4: Consumer Preferences by Age - Generation Z (00s) consumers focus on tech and digital products, with top preferences including wired earphones, tablets, keyboards, monitors, and mouse pads [3] - The 80s generation, many of whom have children, prioritize baby products such as baby bottles, diapers, and infant formula [3] - The elderly demographic emphasizes practicality and personal image, favoring products like grooming appliances and kitchen storage [3] Group 5: Overall Consumption Trends - The data from JD 11.11 highlights the diverse and vibrant consumption landscape in Zhejiang, reflecting both the strength of the e-commerce sector and the nuanced lifestyle of the Jiangnan region [3]