Double 11 shows how Chinese consumers have changed

What happened This year’s Double 11 (Singles’ Day) shopping festival, which spanned an unprecedented 30 days, provides a comprehensive look at shifting consumer behavior in China. Personalization, sustainability, and the ascent of domestic brands defined the event, with e-commerce platforms delivering innovative strategies to cater to an increasingly discerning audience. Consumer preferences continued to evolve toward personalized and curated experiences. Discounts became more targeted, leveraging AI-powered algorithms to match products with individual preferences. Chinese media outlet The Paper reported that nearly half of shoppers were willing to invest time hunting for the best deals, signaling a growing desire for both value and tailored shopping experiences. Household appliances and electronics stood out, with categories like washer-dryer combos and AI-powered learning devices experiencing sales surges of up to tenfold. Meanwhile, livestream commerce underwent a transformation as audiences shifted their attention from flashy mega-influencers to trusted experts, emphasizing quality over spectacle. The Jing Take Amid the buzz, this year’s Double 11 also saw sustainability rise as a key theme, buoyed by government-backed subsidies for trade-in programs. Platforms like JD.com reported a 110% increase in “old-for-new” transactions, with rural counties leading the charge as over 90% of participants hailed from these areas. From large-screen TVs to eco-friendly home appliances, energy-efficient products became a focal point, underscoring a broader consumer pivot toward greener consumption. While Double 11 has long been a domestic phenomenon, the rise of cross-border e-commerce marked a new growth frontier this year, as platforms offered to ship to overseas destinations. International consumers from markets like Malaysia and Thailand flocked to Chinese platforms, drawn by competitive pricing and product diversity. Categories lower down the price scale, such as toys, small appliances, and books, surged in popularity, reflecting the increasing global appeal of the event. Book sales alone rose fiftyfold in overseas markets, cementing the festival’s position as a conduit for export-led growth. At the heart of Double 11’s cultural narrative was the enduring appeal of guochao, or “China chic,” which once again captured the imagination of young consumers. Domestic brands not only matched global players, but often outperformed them, riding a wave of renewed patriotic pride. Homegrown down jacket brand Bosideng, bolstered by a cold snap, surpassed 1 billion RMB ($138.7 million) in sales, while Snow Flying and Yaya each exceeded 100 million RMB (13.9 million) in GMV. This success underscores a growing cultural confidence among Chinese shoppers, who increasingly view national brands as authentic and aspirational. However, the festival was not without its challenges. Allegations of inflated refund rates for brands like Ralph Lauren highlighted the risks of “stacking discounts,” where consumers exploit platform policies to maximize savings. Such incidents reflect the growing pains of a market transitioning to greater transparency and efficiency. Additionally, the absence of key livestreaming figures like Crazy Little Brother Yang underscored the event’s maturity, as brands and consumers alike prioritized professionalism and reliability over sheer entertainment value. This year’s Double 11 balanced technological innovation, sustainability, and cultural confidence, shaping a festival that resonated with the modern consumer. For brands navigating this landscape, the stakes have never been higher. Double 11 is no longer just a shopping bonanza — it is a window into the future of retail in China. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Double 11 shows how Chinese consumers have changed

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Published November 13, 2024

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Double 11 shows how Chinese consumers have changed