从“囤货”到“淘新”，双11进口消费风向开始变了

Core Insights - The article highlights the acceleration of import consumption upgrades during the "Double 11" shopping festival and the China International Import Expo, indicating a shift from bulk discount purchases to a focus on quality and specialized experiences [1][2][17] Import Consumption Trends - Import consumption is showing strong resilience, with data from Tmall International indicating that 927 imported brands saw a year-on-year sales increase, with 9 brands exceeding 100 million yuan and 44 products surpassing 10 million yuan in sales [2] - Consumers are moving from "stockpiling" to "trying new products," with a willingness to pay for niche brands and specialized functions, emphasizing quality, ingredients, and experiences over price [5][16] Market Segmentation and Consumer Behavior - The rise of niche markets is reshaping consumer logic, with younger consumers driving growth in health and beauty sectors, particularly in oral anti-aging products, which saw a sales increase of 353% during "Double 11" [5][9] - The demand for personalized and scientifically-backed products is increasing, as consumers become more knowledgeable about ingredients and formulations [6][7] Supply Chain and Market Efficiency - The integration of smart supply chains and overseas warehouses has enabled a rapid launch of over 100 global new products during the "Double 11" following their debut at the Import Expo [12][13] - Tmall International is providing comprehensive support for new brands, addressing challenges related to entry, costs, and channels, which has led to significant sales growth for brands like Maxigenes [13][17] Shift from Price Competition to Value Consumption - The import market is transitioning from price wars to value-driven consumption, with 57% of consumers willing to pay for emotional value, reflecting a shift towards emotional and experiential purchasing [16] - The focus is moving from practicality to emotional value, with consumers increasingly seeking unique experiences and specialized brands [16][17]