"之前找家政都是靠朋友介绍，现在刷短视频就能看到家政公司的服务展示，直播里还能直接问价格、 预约时间，特别方便。"市民王女士告诉记者，她近 期通过短视频平台预约了全屋大扫除服务，从下单 到服务上门，全程线上沟通，省时又省心。业内人士表示，短视频和直播的广泛传播，不仅降低了家政 企业的宣传成本，让消费者能以更优惠的价格享受服务，还通过直观的服务展示，增强了消费者对家政 服务的信任度，有效提升了行业整体认可度。 距离2026年新春佳节尚有一个多月，兰州城内已悄然掀起 "辞旧迎新"的扫尘热潮。随着市民对居家清 洁需求的集中释放，当地家政市场提前进入全年旺季 ，订单量呈爆发式增长，用工紧俏成为行业普遍 现象。值得关注的是，今年家政服务行业迎来显著转型，抖音、快手、视频号等平台的直播预约、短视 频推广成为主流获客方式，为这一传统行业注入新的增长活力。 "从腊月初八开始，全屋大扫除、擦玻璃、油烟机清洗这些热门项目就基本排满了，现在想预约上门服 务得趁早。"兰州一家政公司客服人员介绍，当前单项家政服务如擦玻璃、家电清洗等，需至少提前一 天预约，而全屋清洁等综合性服务，预约周期已延长至两天以上，部分热门时段甚至出现 "一席难 ...

Core Insights - The article emphasizes the shift in consumer behavior during the Double Eleven shopping festival, highlighting a focus on essential household goods and services, reflecting a desire for stability and quality in family consumption [1][45][46] Group 1: Household Consumption Trends - Double Eleven has become a fixed annual procurement node for families, with a high penetration rate among respondents indicating that most have either participated or added items to their carts [5] - Household daily necessities dominate the consumption landscape, with 65.9% of consumers prioritizing these items during promotions, significantly outpacing other categories like home appliances and beauty products [9][29] - Consumers are increasingly viewing household services as essential, with over half considering them a standard solution for household challenges, indicating a shift from optional to necessary spending [31][33] Group 2: Consumer Behavior and Preferences - A rational planning approach has emerged as the mainstream consumer behavior, with nearly 40% of consumers adopting a combination of stockpiling and immediate purchases, reflecting a mature shopping strategy [13][45] - The motivations behind consumer purchases include a desire for stability in daily life (56.3%), price sensitivity (55.6%), and a need to reduce daily burdens (50.11%), showcasing a multifaceted decision-making process [14][15] - Quality and price are equally important to consumers, with 52.6% prioritizing product reliability and 52.4% focusing on affordability, challenging the stereotype that promotions are solely about low prices [17][18] Group 3: Platform Preferences and Market Dynamics - JD.com has emerged as the preferred platform for purchasing daily household products and services, with over 40% of consumers favoring it due to its reliability and logistics efficiency [21][24] - The brand preference for household goods shows a strong inclination towards domestic brands, with over 60% of consumers favoring traditional and emerging Chinese brands, reflecting a growing trust in local products [23][24] - The overall household spending on daily necessities remains stable, with nearly 80% of families maintaining or increasing their expenditures, indicating a robust market for essential goods [26][29] Group 4: Service Consumption Insights - Service consumption is transitioning from optional to essential, with over 93% of respondents showing interest in service-related purchases during Double Eleven, highlighting the growing importance of service in consumer spending [35] - The main drivers for service purchases include significant discounts (44.22%), improved service quality (36.00%), and planned stockpiling (35.20%), indicating a shift towards valuing both price and quality [37] - Concerns regarding service quality and price transparency remain significant pain points for consumers, with many expressing worries about inconsistent service and unclear pricing structures [41][42]

Core Viewpoint - The "Double Eleven" shopping festival has evolved from a focus on electronics and fashion to a significant emphasis on essential household goods and services, reflecting changing consumer priorities and behaviors [1] Group 1: Consumer Behavior - More consumers are shifting their attention to daily necessities, such as paper towels, laundry detergent, and staple foods, during the Double Eleven shopping festival [1] - There is a growing trend of consumers opting for bulk purchases to cover several months' worth of supplies, indicating a desire for convenience and efficiency in household management [1] - Social media discussions reveal that consumers are seeking to simplify their lives by consolidating everyday purchases and enhancing the overall organization of their homes [1] Group 2: Service Consumption - The concept of "service bundling" is gaining traction, with consumers increasingly interested in purchasing home cleaning services and other household services during the festival [1] - The focus on practical purchases suggests that consumers are prioritizing items and services that enhance their quality of life and provide a sense of order [1] Group 3: Research Initiative - A survey titled "2025 Double Eleven Consumer Survey" has been initiated to gain deeper insights into consumer preferences and core demands related to household consumption during the festival [1] - The feedback from this survey aims to help platforms and brands optimize their offerings based on consumer insights [1]

Core Insights - The 2025 Quality Life Festival focuses on integrating home services into communities, emphasizing the theme "A Quarter of an Hour to Renew Home" [1] - The event showcases over 20 home service platforms and companies, highlighting the shift of home services from traditional roles to more visible community engagement [1] Group 1: Event Overview - The event is organized by the Beijing Municipal Bureau of Commerce and is held in Changping District [1] - It features five main areas: smart home services, elderly care, maternity and infant care, cleaning and organization, and emerging home services [1] - The festival will continue until late October, with multiple community activities planned across various districts [2] Group 2: Service Offerings - Platforms like JD Home Services, 58 Daojia, and Meituan provide a combination of online and offline cleaning and appliance maintenance services [1] - Specialized home service companies offer professional services such as maternity care, elderly care, and postpartum recovery [1] - Innovative products like the floating automatic anti-bedsores mattress and elderly companionship robots are showcased, indicating advancements in home care technology [1] Group 3: Industry Perspective - A representative from a participating home service company stated that professional home services are essential for enhancing the quality of life and addressing family concerns, rather than being viewed as luxury expenses [1]