2025双11家电品类消费者趋势洞察

Investment Rating - The report does not explicitly provide an investment rating for the home appliance industry during the 2025 Double Eleven shopping festival. Core Insights - The home appliance sector demonstrated strong performance during the 2025 Double Eleven, with total e-commerce sales reaching 266.8 billion yuan, accounting for 16.5% of total sales. Leading brands included Midea and Haier [10]. - Consumer behavior is shifting towards personal care and lifestyle appliances, with 67.0% purchasing personal care devices and 61.4% opting for lifestyle appliances, indicating a trend towards health and convenience [16]. - The average spending range for home appliance consumers during this event was primarily between 3,000 yuan and 10,000 yuan, with a notable influence of female consumers in high-value purchases [21][22]. Summary by Sections Consumer Trends - The report highlights a dual trend of "necessity replacement" and "self-improvement," with core categories like refrigerators, washing machines, and air conditioners remaining popular [18]. - The demand for kitchen appliances is evolving, driven by interests in cooking and convenience [18]. Purchase Behavior - 78.2% of consumers preferred online shopping through comprehensive e-commerce platforms, while offline channels still maintained significant reach [26]. - The motivations for purchasing included price sensitivity and a desire for quality upgrades, with 38.6% of consumers seeking a higher quality of life [23]. Influencing Factors - Key factors influencing purchase decisions included brand reputation, product functionality, and after-sales service [31]. - The introduction of AI search tools is reshaping how consumers gather information, with 40.4% using AI for decision-making assistance [33][36]. Policy Impact - The national subsidy policy has been widely accepted, with 83.5% of consumers successfully utilizing it during the Double Eleven, leading to a shift towards higher-end products [38].