Double 11 shopping: Key takeaways
- Survey respondents are using fewer platforms and shopping across fewer product categories than last year
- Discounts alone are losing their appeal, with quality and service also shaping purchase decisions
- Discovering new products remains a draw, giving brands something to work with beyond price cuts
China’s shopping giants are competing for space on a shorter list this Double 11. Shoppers surveyed by iResearch (艾瑞咨询) have bought or plan to buy across an average of 2.9 platforms, down from 3.7 last year. They’re narrowing their baskets too, with planned purchases covering 3.7 product categories, down by 1.2.
That doesn’t necessarily mean shoppers are spending less. But it does look like they’re becoming more selective about where they shop and what they’re looking for. For the brands that want their attention, extra work might be required.
69% of respondents said Double 11 would lose some or much of its appeal if it offered only discounts, so cutting prices is less of an option. They value genuine high-quality products. Price protection, after-sales service, speedy delivery, and easy returns were also mentioned as sticking points.
69% of respondents said Double 11 would lose some or much of its appeal if it offered only discounts
That said, there’s still room for an impulse buy. Some 89% said they had often or occasionally discovered good products during promotions that they hadn’t previously noticed. The word ‘good’ is important there. The festival still gives brands a chance to introduce themselves. They just have to provide value.
Dao View: getting onto the shortlist
It’s only a narrow window into how Chinese consumers are approaching Double 11, but it’s not one that should be ignored. The message here is to make a purchase worthwhile. We’ve been seeing this in Luxury beauty too. When the economy is pinching people’s wallets, they’re really looking for a purchase that makes sense.
The usual discounts may help seal the deal. But explaining the product, why it suits the customer and what happens if something goes wrong is likely going to be more important.
