Core Insights - The 2023 Double Eleven shopping festival reflects a shift in consumer behavior, indicating a redefinition of consumption values rather than just a sales competition [2][15][17] Consumer Behavior Trends - There is a significant decline in social media discussions about Double Eleven, with a 66% drop in posts from ordinary users in October, although the purchasing behavior remains stable [3] - Families are prioritizing spending on household needs, with mentions of "families with children" increasing from 10% to 22%, while personal categories like "students" and "mothers" have decreased [3] - The elderly consumer segment is gaining purchasing power, with mentions of "retired/elderly" rising from 1.4% to 3.2%, highlighting the importance of the silver economy [4] Spending Categories - Health and wellness spending is on the rise, with mentions increasing from 14% to 17%, as consumers seek certainty in uncertain times [4] - The beauty and skincare category has seen a rise in mentions from 19% to 25%, indicating that "lipstick economy" remains strong even during economic downturns [6] - The clothing and accessories category has significantly declined, with mentions halving from 15% to 7.5%, as consumers prioritize practicality over appearance [11][12] Promotional Strategies - Simple and straightforward promotions are more appealing to consumers, with mentions of consumption vouchers increasing by 488% from 0.8% to 4.7% [6] - Consumers are increasingly wary of price fluctuations, with mentions of "price commitment" rising from 0.9% to 7.9%, while "low price" mentions dropped from 15% to 9.4% [7] - Social interaction during shopping is becoming more important, with mentions of "social interaction" rising from 5% to 8.7% and "group buying interaction" increasing by 283% [7] Quality and Trust - Consumers are becoming more discerning about product quality, with overall mentions of "product quality" dropping from 42% to 15%, indicating a shift towards more specific quality expectations [6] - There is a growing preference for authoritative endorsements over user reviews, as consumers shift from relying on "comments" to "authoritative certifications" [10] Future Outlook - The nutrition and health product category is poised for significant growth, with mentions skyrocketing from 4.2% to 12%, indicating a potential golden opportunity in the next three years [11] - The overall consumer sentiment reflects a transition from mere price sensitivity to a more nuanced understanding of value, as "price sensitivity" decreased from 10% to 5.6% while overall discount-driven behavior increased [15]
扒了上万条消费者数据，大家对双11是真麻了
3 6 Ke·2025-11-14 06:27