Chinanews.com, Beijing, November 11 (Reporter Xia Bin) The "Double Eleven" promotion has reached its 12th year. From the initial participation of a small number of shops in the one-day "shopping carnival", it has become a nationwide and industry-wide promotion. , Covering online and offline, a national shopping feast lasting for a month.
In response to the first "Double Eleven" young people's consumption trend change after the epidemic, the Lexin Research Institute conducted a questionnaire survey of more than 3,000 "post-90s" and "post-95" users. The report showed that young people, as the main consumers in China, are After the first "Double Eleven", it still showed strong consumer enthusiasm and purchasing power.
Driven by young consumption power, many new consumption methods, such as installment consumption and membership-based consumption, have grown rapidly, becoming a new highlight of this year's "Double Eleven".
According to the report, the epidemic did not dispel young people's enthusiasm for consumption.
More than 70% of young consumers are enthusiastic about "Double Eleven", and the number of "final customers" who place orders from 12 am to 1 am has increased by 936.1% compared to the same period in daily life.
In addition, more than half of the people have spent more on Double Eleven this year than last year. It can be seen that the promotion effect on people's consumption expenditure is still obvious.
The report also shows that men are the main force in the "Double Eleven" promotion.
But not all of them spend it for themselves. A quarter of men spend their money on their other half, while the proportion of women is 5.7%. "Double Eleven" is more and more like Valentine's Day and Women's Day.
But in general, most of the "post-95" consumers still spend for themselves, and the characteristics of "pleasant consumption" are obvious.
It is worth noting that the report stated that about 30% of young people are getting tired of "Double Eleven".
According to the survey data, 28.1% of men and 34.6% of women’s enthusiasm for "Double Eleven" has decreased year by year. The reasons include: low actual discounts on participating platforms, complicated gameplay, etc., but also because of this, some major discounts are used throughout the year , Membership apps free of arithmetic problems are extremely popular.
Moderate consumption and rational phases have become a new trend of consumption.
According to the report, 30.51% of the surveyed believe that they have stored a lot of things before and are useless, so they are now very restrained; three-quarters of consumers will control their monthly payment below 30% of their living expenses; nearly six adults buy in installments A product will be considered for 2 days or more, and consumers who consider for more than 10 days accounted for 13.59%; new sales formats such as "full reduction" to collect orders and live broadcast delivery are the easiest to attract consumers to "choose hands", or maybe Cause excessive consumption.
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