财经聚焦丨“双十一”购物车，透出国潮消费新趋势

Core Insights - The "Double Eleven" shopping festival serves as a significant indicator of new consumer trends, particularly highlighting the rise of domestic brands and cultural confidence in China [1][2]. Group 1: Domestic Brand Performance - On Tmall, the beauty brand Proya ranked first in sales, with domestic brands occupying 9 out of the top 10 spots in clothing sales, including notable brands like Bosideng and Xuezhongfei [2]. - On JD.com, the original domestic brand Sanji Black Flower saw its transaction volume increase by over 10 times, while the Hanfu brand Chixia experienced a 300% increase in sales [2]. Group 2: Consumer Preferences and Trends - Consumers are increasingly favoring domestic brands, with comments highlighting quality and craftsmanship, indicating a shift towards "quality first" in purchasing decisions [3]. - Products that integrate traditional craftsmanship, such as the non-coated cast iron pots, saw a 127.9% increase in sales on Douyin during the festival [3]. Group 3: Cultural and Market Dynamics - The rise of domestic consumption is driven by cultural recognition and confidence, with products reflecting both traditional culture and modern design becoming popular [8][9]. - The integration of traditional cultural elements with modern industrial design is reshaping consumer preferences, leading to a willingness to pay for products that combine craftsmanship, culture, and practicality [9]. Group 4: Industry Innovations and Challenges - The cultural industry is undergoing a digital transformation, enhancing the innovation of traditional culture and creating a dual cycle of cultural empowerment and product dissemination [9][11]. - Despite the growth, challenges such as product homogenization and lack of innovation remain, necessitating a robust ecosystem for industry and policy development to support sustainable growth [12].