Core Insights - The report highlights the increasing participation of Generation Z in the "Double 11" shopping event, with over 93.1% expected to engage in 2025, indicating a strong integration of this event into their lifestyle [1][2] - Generation Z exhibits a "passionate yet rational" consumer mindset, with nearly 40% of respondents planning to increase their spending budget compared to the previous year [2] - There is a notable shift towards domestic brands, particularly in categories like smartphones, home appliances, and health supplements, with 57.6% of respondents indicating a growing preference for domestic products [3] Group 1: Participation Trends - Generation Z's participation in "Double 11" has shown a consistent increase from 81.3% in 2021 to 93.1% in 2025, reflecting a deepening significance of this shopping event [1] - 39.1% of surveyed youth feel that the sense of celebration for "Double 11" has intensified compared to previous years, especially in major cities [1] Group 2: Budget and Spending Behavior - Approximately 38.6% of young respondents plan to increase their spending budget for "Double 11," with this trend being more pronounced among youth in major cities [2] - The proportion of respondents indicating they will spend more than the previous year has risen from 27.3% in 2021 to 38.6% in 2025 [2] Group 3: Shift in Consumption Channels - Over 70% of young consumers are paying more attention to offline activities during "Double 11," indicating a shift in consumption from solely online to a more integrated approach [2] - 31.3% of respondents express a higher interest in participating in offline store events, showcasing the importance of physical retail in their shopping experience [2][3] Group 4: Preference for Domestic Brands - There is a significant increase in the inclination to purchase domestic brands, particularly in the categories of smartphones, home appliances, and health supplements [3] - The preference for domestic products is notably higher among youth in major cities, with 57.6% indicating they are buying more domestic brands [3]