Core Insights - The 2023 Double Eleven sales reached 1.13 trillion yuan, with projections for 2024 at 1.44 trillion yuan and 2025 exceeding 1.6 trillion yuan, reflecting a year-on-year growth of 14.2% [3][32] - Despite the impressive sales figures, consumer sentiment has shifted, with 63% of respondents feeling that Double Eleven lacks presence and excitement compared to previous years [6][12] - The shopping festival has evolved from a concentrated event into a more extended promotional period, diminishing the urgency and excitement traditionally associated with it [14][35] Sales Performance - The total sales for Double Eleven in 2023 were 1.13 trillion yuan, with expectations for 2024 to rise to 1.44 trillion yuan and 2025 to surpass 1.6 trillion yuan, indicating a significant growth trajectory [3][32] - The sales growth from 2024 to 2025 is projected at 14.2%, showcasing a robust market despite changing consumer behaviors [3] Consumer Behavior - A survey indicated that 63% of consumers feel that Double Eleven has lost its significance, reflecting a shift in shopping habits and attitudes towards promotional events [6][12] - Consumers are increasingly focused on practical purchases rather than impulsive buying, with a preference for items that meet specific needs rather than following trends [22][35] - The rise of personalized shopping experiences through algorithmic recommendations has led to more targeted purchasing, reducing the influence of collective shopping frenzies [37] Market Dynamics - The competitive landscape has changed, with platforms like Douyin and Pinduoduo gaining traction, leading to a fragmented attention span among consumers [20] - The traditional dominance of platforms like Tmall and JD has been challenged, as consumers now have multiple options for shopping, both online and offline [20] - The shift towards quality over quantity in consumer preferences has forced businesses to adapt their strategies, focusing on product value rather than just low prices [41] Industry Implications - The evolution of Double Eleven signifies a transition from a "shopping festival" to a "regular discount period," emphasizing the need for businesses to adapt to changing consumer expectations [35][48] - Companies must prioritize product quality and customer service to retain consumer loyalty, moving away from reliance on promotional events for sales [41] - Platforms should shift from creating elaborate promotional events to providing consistent value and service, aligning with the new consumer mindset [43]

Core Viewpoint - A rising trend of "self-sufficient" clothing among young people is emerging, where they prefer to select fabrics and customize their clothing, significantly reducing costs compared to ready-made garments [1][3]. Group 1: Consumer Behavior Shift - The "Tao Bu" (fabric hunting) trend represents a consumer awakening, with young people shifting focus from brand prestige to cost-effectiveness and practicality [3][8]. - Young consumers are redefining "value" by prioritizing practical benefits over brand allure, leading to a new trend of frugality [3][8]. Group 2: Personalization and Creativity - The appeal of "Tao Bu" lies not only in cost savings but also in the ability to express individuality and achieve a sense of accomplishment through personalized clothing [3][5]. - Young people are increasingly becoming the "curators" of their wardrobes, incorporating unique designs and features into their custom-made garments [3][5]. Group 3: Social Media Influence - Topics related to "Tao Bu" have gained significant traction on social media platforms, with millions of views on tutorials and guides that help young people create unique wardrobes on a budget [5][8]. - The phenomenon reflects a deeper value change among young consumers, where the ability to create is becoming a new social currency, overshadowing traditional markers of identity based on ownership [5][8]. Group 4: E-commerce Trends - Data indicates that consumer behavior during events like "Double Eleven" is evolving towards more rational, quality-focused, and personalized purchasing decisions [8]. - Young consumers are increasingly opting for practical solutions, as evidenced by their engagement in both online and offline fabric selection and design processes [8].