Core Insights - The Spring Festival is a critical strategic node for the fast-moving consumer goods (FMCG) market, representing a significant opportunity for manufacturers to boost performance and capture market share [1][3] - Data indicates that approximately 20% of annual sales will occur during the Spring Festival period in 2024, with sales during the 2025 festival reaching a six-year historical high [1] Consumer Behavior Trends - The 2025 Spring Festival saw a 5.9% year-on-year increase in FMCG sales, driven primarily by an increase in purchase frequency, while the average purchase amount remained stable compared to 2024 [4] - Consumers continued to exhibit high-frequency and rational purchasing behaviors during the Spring Festival, particularly in categories such as food, beverages, dairy products, household cleaning, and personal care [4][5] Category Consumption Shifts - There is a notable trend of consumers increasingly purchasing items related to dining during the Spring Festival, indicating that brands need to focus on product combination strategies to meet consumer demands [5] - The report highlights that consumers who purchased cookies during the 2024 Spring Festival also tended to buy alcoholic beverages, traditional Asian drinks, nuts, and chocolates, suggesting a pattern of cross-category consumption [5] Out-of-Home Consumption - Out-of-home consumption is gaining importance during the Spring Festival, with a 10% year-on-year increase in foot traffic during the 2025 festival [6] - Key out-of-home consumption scenarios include gatherings with friends and family, as well as increased traffic in sports and entertainment venues [6] Gifting Trends - The gifting market during the Spring Festival remains stable, with a notable increase in sales for essential items (rice, cooking oil), leisure items (cookies, snacks, alcohol), and health-related products (nuts, health supplements) [7] - In 2025, gifting sales grew by 12.1%, with the average number of gift categories increasing from 5.1 to 5.4, indicating a trend towards more diverse and personalized gifting options [7] Channel Preferences - The report emphasizes the importance of understanding consumer channel preferences during the Spring Festival, which can provide insights into market dynamics and consumer behavior [8]

Core Viewpoint - The 2025 Double 11 shopping festival has commenced earlier than previous years, with major e-commerce platforms simplifying promotional rules to enhance consumer participation and drive a shift towards quality consumption [2][3][33]. Group 1: Promotional Strategies - Major platforms have eliminated complex rules and adopted direct discount strategies to attract consumers, such as JD's "instant discount" and Taobao/Tmall's direct price cuts [3][4]. - Promotional activities include significant subsidies, such as JD's "super subsidy coupon" and Taobao's direct discounts starting at 15% [3][4]. - The simplification of promotional strategies has successfully activated consumer enthusiasm, leading to expectations of stronger market performance this year [3][4]. Group 2: Consumer Behavior and Trends - Consumer demand during this year's Double 11 reflects a blend of practical needs and a growing pursuit of quality, indicating a shift towards higher-quality living [8][14]. - Cross-platform and cross-category shopping has become mainstream, with consumers averaging purchases across 3.7 platforms and planning to buy 4.9 categories of products [10][29]. - The average spending range for consumers has expanded from 501-2000 yuan to 1001-5000 yuan, with an increase in average spending by 790 yuan compared to last year [14]. Group 3: Category Performance - In the 3C digital category, JD leads with a 60% share of online sales, particularly favored for smartphones and other digital products [19][22]. - The home appliance sector has seen significant growth, with high-end products like dryers and refrigerators experiencing substantial sales increases [26][28]. - Daily necessities and clothing categories are also witnessing strong demand, with over half of consumers planning to purchase these items during Double 11 [29][33]. Group 4: Market Outlook - The e-commerce industry has successfully activated market potential through simplified promotional strategies, leading to a notable shift towards quality consumption [33]. - Future developments are expected to focus on optimizing experiences and emphasizing value, with competition shifting towards high-end, intelligent, and health-oriented products [33].