Core Insights - The report outlines the consumption behavior of Generation Z during the Double Eleven shopping festival in 2025, based on a survey of 2,770 samples, highlighting a significant increase in participation and diverse spending patterns among this demographic [1][2]. Group 1: Demographics and Participation - Generation Z's main consumer base consists of individuals born in the 1990s, 1995s, and 2000s, with males representing 61.1% of this group [1][5]. - The highest participation rate in Double Eleven is observed in ordinary prefecture-level cities at 28.7%, followed by new first-tier cities and major metropolitan areas [1][6][7]. - Young individuals with a monthly income between 5,001 and 8,000 yuan show the most pronounced consumption demand [1][8]. Group 2: Consumption Trends - In 2025, 93.1% of young people participated in Double Eleven, marking a steady increase from previous years, with 39.1% feeling a stronger sense of festivity this year [1][11]. - 38.6% of young consumers increased their Double Eleven budget compared to 2024, indicating a robust consumer confidence trend [2]. - The consumption categories have diversified, with traditional strong categories like clothing and beauty products, alongside emotional and cultural consumption, including travel, digital services, and creative products [2]. Group 3: Consumer Sentiment and Feedback - The sentiment towards Double Eleven is mixed, with positive feedback focusing on clear promotional rules, direct discounts, and a rich variety of products, while negative feedback includes concerns about prolonged event duration and lack of price advantages [2][12][13]. - Approximately 29% of young consumers feel that there has been no significant change in the shopping experience compared to previous years [13]. - There is skepticism regarding the claim of "lowest prices of the year" during Double Eleven, with 59% of respondents feeling uncertain and 18.2% completely disbelieving this assertion [14][15]. Group 4: Technological Integration and Brand Preferences - Over 70% of young consumers are engaged with offline store activities, and there is a notable increase in preference for domestic brands, particularly in categories like smartphones and home appliances [2]. - The application of AI technology in e-commerce has emerged as a new highlight, with around 70% of young consumers having experienced AI-related services, particularly in intelligent customer service and personalized recommendations [2].

Core Insights - The "Double Eleven" shopping festival has evolved into a significant cultural and social event for Generation Z, beyond just a shopping spree [1] - A report by Soul App and Shanghai Youth Research Center highlights the consumption behavior of Generation Z during "Double Eleven" [1] Group 1: Participation and Attitudes - Over 90% of Generation Z expresses a positive attitude towards shopping during "Double Eleven," with participation rates increasing steadily over the years [4][6] - The percentage of young people who feel that "Double Eleven" has a stronger festive atmosphere in 2025 compared to previous years is 39.1% [6] - There is a notable divide in opinions, with some expressing skepticism about promotional claims like "lowest prices of the year" [7] Group 2: Budget and Spending Trends - Approximately 40% of young people plan to increase their budget for "Double Eleven" in 2025 compared to the previous year [11] - The proportion of those planning to spend more has risen from 27.3% in 2021 to 38.6% in 2025 [11] - Travel-related purchases have become the top emotional consumption category, with 36.9% of young people favoring travel products [11] Group 3: Cultural and Experience Consumption - 20% of young people are inclined towards cultural consumption, including books, music, and knowledge-based courses [12] - The trend of emotional consumption is evident, with experiences and entertainment taking precedence over traditional material goods [20] Group 4: AI and Technology in Shopping - About 70% of young people recognize the integration of AI in e-commerce, with AI customer service being the most popular application [22][25] - Satisfaction with AI applications in shopping is high, with 36.5% expressing that it enhances their shopping experience [26] Group 5: Offline Engagement and National Brands - Over 70% of young people are paying more attention to offline activities during "Double Eleven," indicating a shift towards in-store experiences [20] - There is a growing preference for domestic brands, particularly in categories like smartphones and home appliances, with 57.6% of young people indicating an increase in purchasing domestic products [20][21]