2025年双11期间，美妆消费呈现显著的功效与成分导向。经济观察报双11发布的消费调研报告显 示，"参数"消费成为服饰美妆购物新趋势，超九成消费者关注护肤品成分，近六成人注重功效。为购买 真实、安全、科学的功效型美妆产品，82%的消费者重视渠道供应链正规性，90.8%的受访者将京东选 为更靠谱的美妆护肤正品保障平台，93.6%的消费者在购买高端美妆时首选京东，认为其正品保障、配 送、售后等优于淘宝、天猫等其他平台。 成分成为美妆消费者决策的核心因素。调研表明，超过九成消费者会关注护肤品成分，50.7%会根据成 分对同类产品进行二次优选。59%消费者会依据自身肤质选择适合的成分。在经典成分认知度方 面，"玻尿酸""胶原蛋白""烟酰胺"分别被66.8%、61.9%和57.3%的消费者熟知。调研还显示，近六成人 在购买美妆护肤产品时会主要看功效，补水保湿、抗老淡纹成为两大护肤核心诉求。 | 近六成人购买美妆护肤产品主要看功效,补水保湿、抗老淡纹 | | --- | | 是两大核心诉求 | | 在购买美妆护肤产品时,你主要看什么?(多选) | | 看成分,选核心自效应分 看品牌, 选知名度高、市场 规游致敬成分 日限 ...

Core Insights - The article highlights a shift in consumer behavior among college students during the "Double Eleven" shopping festival, emphasizing a trend towards more rational and parameter-focused purchasing decisions rather than impulsive buying driven by promotions [1][4][8] Group 1: Consumer Behavior Changes - College students are increasingly adopting a "look at parameters, check ingredients" approach to consumption, demonstrating enhanced discernment regarding promotional tactics [1][3] - The core consensus among students remains "buy what is needed," but there is a notable increase in rationality in their purchasing decisions [3][4] - Students express a strong aversion to promotional tricks, with some reporting instances of price inflation prior to sales events, leading them to focus on product specifications instead [4][6] Group 2: Parameter-Focused Consumption - The trend of "parameter consumption" extends beyond clothing to categories such as beauty and electronics, with students researching specifications like screen resolution and material composition before making purchases [6][8] - Female students tend to prioritize parameters related to clothing and daily necessities, while male students focus on the performance specifications of digital products [6][8] Group 3: Diminished Appeal of "Double Eleven" - The uniqueness of the "Double Eleven" shopping event is perceived to be declining, as students find comparable discounts available through other channels, such as live streaming [8] - There is a growing preference among students for experiential spending, such as travel and outdoor activities, over participating in sales events, indicating a shift in value perception [8]

Core Insights - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior, with a focus on rational decision-making driven by product ingredients and parameters [1][4][12] - The beauty and apparel sectors remain the primary battlegrounds for consumer spending, with over 75% of consumers planning to purchase autumn and winter clothing, and 47.2% targeting skincare products [1][4] - A new consumer trend is emerging where individuals prioritize verifiable product features over impulsive buying, indicating a move towards a more data-driven approach to shopping [1][3][9] Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making purchases and more than one-third adding items to their carts [1] - In the beauty sector, 96.4% of consumers consider product ingredients when purchasing skincare, with 50.7% conducting a secondary selection based on these ingredients [5][9] - The trend of "parameter thinking" has expanded to apparel, with 74.3% of consumers now checking data such as down fill weight and fabric composition when selecting winter clothing [2][6] Platform and Brand Dynamics - E-commerce platforms are adapting to this trend by enhancing their parameter standards and establishing trust with consumers, creating a positive feedback loop between platforms, brands, and consumers [3][12] - JD.com has gained consumer trust by implementing rigorous parameter selection and certification processes, with 79.7% of consumers viewing its "JD FASHION" and "安心品质" labels as credible sources of product information [2][13] - The shift towards ingredient and parameter-focused shopping is prompting brands to optimize their offerings to meet consumer demands for transparency and quality [3][14] Product Categories and Preferences - The most sought-after products during Double 11 include skincare items like creams and serums, with 65.2% of consumers planning to purchase these, alongside 61.2% looking to buy winter clothing [8][10] - In winter apparel, 58.7% of consumers intend to buy down jackets, prioritizing high fill power and wind resistance [10][11] - The focus on quality over quantity is evident, with 60.5% of consumers emphasizing the importance of fabric quality when selecting winter clothing [11][12]

Core Viewpoint - The 2025 Double 11 shopping season reflects a significant shift in consumer behavior towards data-driven and rational consumption, moving away from impulse buying and subjective preferences to a focus on product ingredients and quantifiable benefits [2][4][6]. Consumer Behavior Trends - Nearly 90% of consumers participated in Double 11, with over half making decisive purchases and more than one-third adding desired items to their carts, indicating strong shopping enthusiasm [2]. - In the apparel and beauty sectors, over 75% of consumers plan to purchase autumn and winter clothing, while 47.2% are focused on skincare products, emphasizing a responsible approach to self-care [2][14]. - The rise of "parameter-driven" consumers is evident, as traditional impulsive and subjective buying behaviors decline [2][4]. Ingredient and Parameter Focus - In the beauty sector, nearly 70% of consumers prioritize ingredients like hyaluronic acid and collagen when making purchasing decisions, indicating a strong awareness of product efficacy [3][9]. - In apparel, 74.3% of consumers now check data such as down fill weight and fabric composition, showcasing a shift towards informed decision-making based on product specifications [3][10]. - Platforms are responding by standardizing parameters and enhancing trust through professional selections, with 79.7% of consumers viewing platforms like JD as reliable sources for product specifications [3][19]. E-commerce Platform Dynamics - The shift towards rational consumption has created a positive feedback loop among platforms, brands, and consumers, where brands optimize parameters to meet consumer expectations, and platforms enhance trust through professional curation [4][22]. - Consumers express a need for transparent parameter information, with 36.8% concerned about parameter fraud and 32.8% finding it difficult to obtain accurate information [22][24]. - Leading e-commerce platforms are addressing these challenges by providing clear, certified parameters, which helps consumers make informed choices and reduces the risk of misleading information [23][28]. Seasonal Shopping Insights - During the 2025 Double 11, 65.2% of consumers plan to purchase skincare products, while 61.2% intend to buy winter clothing, reflecting a trend towards "image investment" and self-care [14][18]. - The focus on quality over quantity is evident, with 60.5% prioritizing high-quality materials in winter clothing purchases [18]. - The demand for specific parameters in winter apparel, such as down fill weight and fabric breathability, is high, with 79.7% of consumers considering these factors crucial in their purchasing decisions [12][19].