Core Insights - The annual "Double Eleven" shopping festival is seeing high participation from Generation Z consumers, with skepticism regarding the claim of "lowest prices of the year" [1][2][4] Group 1: Participation and Budget - Generation Z's participation in "Double Eleven" has increased from 81.3% in 2021 to 93.1% in 2025, with nearly 40% of respondents indicating a higher spending budget compared to the previous year [2][4] - The demand for "Double Eleven" shopping is strongest among respondents from ordinary prefecture-level cities, accounting for 28.7% of the total survey population [4] Group 2: Consumer Sentiment - There is a polarized view among Generation Z regarding "Double Eleven," with some praising the variety of products and clearer promotional rules, while others express skepticism about the "lowest price" claims, with 36.3% not believing in it [4][6] - The interest in cultural consumption, such as books and knowledge-based courses, has increased among respondents compared to previous years [6] Group 3: Emotional Consumption Trends - Travel-related purchases are the most popular among emotional consumption categories, with 36.9% of respondents preferring to stock up on travel products [7] - The report highlights a shift towards experiences and self-improvement in consumption preferences, driven by a desire for "self-pleasure" and immersive entertainment [7] Group 4: AI Integration in Shopping - Approximately 70% of young consumers recognize the application of AI in e-commerce during "Double Eleven," with 30% using AI customer service for quick problem resolution [8][10] - Satisfaction with AI performance is high, with 36.5% of respondents expressing that it enhances their shopping experience [10]

为深入探寻Z世代的消费密码，深度挖掘品牌年轻化的创新路径，齐鲁晚报·齐鲁壹点访谈省内高校相关学科的专家， 洞察Z世代的消费世界。 本期邀请到的嘉宾是山东建筑大学教授、硕士生导师张莉莉。 齐鲁晚报·齐鲁壹点 记者 路泽坤 实习生 袁垚鑫 当消费的接力棒传到Z世代手中，一场全新的商业变革悄然拉开帷幕。Z世代，这一充满活力与个性的群体，究竟有着 怎样的独特共性？他们又偏爱哪些品牌特质？在Z世代眼中，品牌是神秘莫测的省略号，还是激情澎湃的感叹号？品 牌又该如何精准触达并牢牢留住Z世代消费者？ 嘉宾介绍 张莉莉，山东建筑大学教授、硕士生导师，泰国格乐大学兼职教授、硕士生导师，中国陈设艺术设计师，韩国国际美 术交流协会理事，中国室内装饰协会陈设艺术专业委员会委员，全国高等院校计算机基础教育研究会会员，山东省美 术家协会会员，山东省文化艺术科学协会会员，山东林学会风景园林分会会员，济南影视传媒学会会员。 跳出国潮"表面热闹"，直击Z世代精神需求 齐鲁晚报·齐鲁壹点：Z世代对国潮的数字化接受度极高，您认为品牌在做国潮的数字化营销时，如何避免流于表面？ 张莉莉：品牌若想超越国潮的数字化的符号化堆砌，必须实现从文化表层到精神内核 ...