2023“双11”消费洞察报告

中新经纬研究院 中国国际电子商务中心研究院 浪潮卓数2023⿽11嶊餩峯㻋䫣デ 2023“Double 11 ”Consumption Insight Report联合撰写港崵薴㔵希㹈ծ㣔枾ծ❩⚎ծ䭨㢴㢴ծ蔼㸌僒餝ծ緸僒⚚鷥ծ䫐갉ծ㼭紤⛼ծ❩⚎ⵌ㹻ծ㣔枾㕂꣢ծ繠㔙ⵌ䏅ծ㣐⠍挿霉ծ굷枽ծ希㹈湬乄ծ❩⚎湬乄ծ蔼㸌湬乄ծ䫐갉湬乄կ港崵絶䏞剪鄳ꭑ䌨ꛏ紼絉ㅷծ傈欽ㅷծ㹻欽歏㐼ㄤ갉⫸㐼勞ծ礒屘굹ㅷծ俒⻊⸅Ⱆ欽ㅷծ⻊㥿ㅷծ㹻Ⱘծ鸑雴㐼勞ծ⡤肫㬛⛙欽ㅷծꆄꜾ棟㹈ծ❀ꆄ歏俱ծ껏俱ծ导鲨ծ䒊瘰⿺鄳惂勞俱ծ掆ꂊծ⛼䫣勇䘋ծ⚥銯蚋ㅷծ歏㶩ⴀ晜暟⿺갉⫸ⵖㅷկ港崵傞ꢂ2023䎃10剢31傈 - 2023䎃11剢3傈侨䰘霹僈湡䔶C O N T E N T SSeven

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1♫㣐嶊餩馋⸷7
Major
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Trends
㹻歏❡ㅷ㟞Ɤ鴽枡⡤낉䠭䔂ծ鍒佞⿽䩛䧭⚹䎃鲽欽䨪嶊餩Ɀ瘻涸ꅾ銳⣜研կ䒓佞䒭羭劼ծ鲪麤䳃䏠ծ4K䫏䕧㟞鸟㖲馄20%կ兰腊㹻㾀涸嚋䙁姻㖈鴽鸟〄㾝㼆倝됮✲暟䱹「腊⸂䔂涸䎃鲽➃鷶幯䧭⚹兰腊㹻㾀❡ㅷ涸嶊餩⚺⸂կ兰腊䎯㙈ծ歏⸓⼮꣭呱ծ兰腊꣈游꡶Ꝉ㈒괄ず嫱㖲馄50%կ➚䎃⿽11侮⡤䧭絫邍梡♶⤺2023䎃10剢31傈-11剢3傈緸絞ꨪ㈒괄5155.6➉⯋ず嫱㟞Ɤ9.5%➢嶊餩䋑㖞勻溏㔵絗嶊餩罏涸絾ざ嶊餩㖞兞刿⸈絈ⴔծ刿⸈帿㽻妃㘌湬絈ⴔ곭㚖鵓勻劼麁կ湬乄饋麤⸈鸟ⴔ⻊鷶幯幷鷳鵳㘌湬絈ⴔ곭㚖կ倝♧➿嶊餩罏刿岤ꅾ⡤낉䠭岤ꅾ礵牟⡤낉ㄤ䙼絶雩ずկ倝Ⱓ㼭⠍䨪㢪鵘⸓䧭⚹倝㹍 կ➢以䀵ծ彷彯ծꪪ蠒瘝ꅿ㢪康梖고湡ⵌⱾ嵠ծ悶宐ծ嵳ꛚ瘝嵳♳鵘⸓고湡鷅宠⚡䚍⻊ծ⡤낉䠭涸䎃鲽➃⛲雮鵯❈⟄Ⱓ馰⚹⚺㼋涸ぐ䒭倝㘗嶊餩♶倗Ⱓ饰կ㣐⠍⨴䐀盗椚䠑霋♶倗䔂⻊偽祪ծꨪ⼦ծ稇굹ꨪ굹ծ嗃暟껏俱瘝⨴䐀㘗嶊餩㖈ぐ䎃륁㽻涸➃纈务㖲䔂⸷㟞Ɤ釾랱稇ծ紵鞝䲿》暟ծ脸⾲跗涯ծ渤欰蝒ծ〽랕稇ծ⽰굹敵璷Ꝉ㈒괄㟞Ɤ鳅䘯 կ霏毫㖞兞⛲➢⼕ꤎ䒁⠽ⵌ㹻䏭霏毫㹻䏭⻊涸〄㾝⸷㣢傢渿ⵖ孻劼ծ過孻⟉ծ⸔ゑ㐼ծ歏⸓鲰喱欽ㅷ「Ⱒ岤ず嫱㖲馄30%կ倝腊彂嶊餩馋⸷♴导鲨欽ㅷ嶊餩悶⸂鵳♧姿ꅺ佞կ倝腊彂⯎歏霃㢊ծ鲨鲿假遤䎯ծ鲨鲿歏彂ծ鲨鲿䶑⫸㣢Ꝉ㈒괄ず嫱㖲馄50%կꥥ满괃⧩絑崸Ⱓ饰䫒邝纈⡤ッ梡䎃鲽⻊馋⸷
꨽宠❁㌂⛓♴㹻欽繠㺂⟉鵳Ⰶ䎃鲽嶊餩罏錠絁կ⯕靶⟉ծエ랱㣢⟉ծ㼋Ⰶ㼋ⴀ⟉ծ欰〄⟉Ꝉ㈒괄㖲馄100%կ⯕靶⟉䧭⚹劥妃⿽11掚⽁野ㅷկ㖑椚叻䘋ⱚ❡ㅷ㔔Ⱖ杝暵涸㖑椚⠏⸷ㄤㅷ晥⠏⸷鵳Ⰶ䘯鸟〄㾝꣌媯կ㣐虦Ⱶ卜ծ♲꡶ꫬ迋ծワ荛枙柎呠ծ褐荈瀖囤ծ僻鸑薜卓Ꝉ㈒괄ず嫱㟞Ɤ㖲馄100%կPart
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⚎❩⚎㼜⿽11⚺곿烁㹁⚹溫⤑㹆꡻滚✈希㹈㣔枾䘯


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갉䭨㢴㢴希㹈㣔枾㼜Ⰼ緸剒⡛⟟㹁⚹⿽11涸呍䗱湡叻䘯䩛邍爙⠔꧋务ꅺ佞Ⰼ䎃剒㣐⠏䟃⸂䏞雮欽䨪䠭「㥩涸欰崞〳⟄♶餥䫐갉㉁㙹〿獦⽀ㅷ⟟呔湬꣭15%饰䭨 㢴 㢴  ⽷ ♳ ⸈⽷㹒䋒㖈㣐⤛♸涰➉邉餤㛇炄♳괄㢪〄佞㸽倰邉餤8.6%9.6%21.6%6.7%港崵傞ꢂ薴㔵2023䎃10剢31傈
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2023䎃11剢3傈35.4%淘天集团44%17.5%Ⱖ

➭京东21.6%拼多多6.7%抖音9.6%其他17.5%Part
3ⴔ碫嫱鳅Comparison
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CategoriesꆄꜾ棟㹈ծ⡤肫㬛⛙欽ㅷծ㹻Ⱘ瘝遤⚌㟞鸟鳅䘯7.6ⴔ溁⟧勻溏䎛⚎溁ծ♳嵳䋑ծ嵄寐溁Ꝉ㈒괄䱗ぜ⵸♲上海市北京市福建省河北省安徽省江⻄省重庆市天津市辽宁省海南省⼴⻄壮族⾃治区⼭⻄省⻄藏⾃治区新疆维吾尔族⾃治区宁夏回族⾃治区31⚡8.1ㅷ晥嚸⽀务㕂餗ㅷ晥⸈鸟䄕饰TOP20ㅷ晥务㕂❡ㅷ晥⽑研11䌏կ㕂惐ㅷ晥嵳㼷ծ梵蜟꧈ծ〳撑繠邍梡❭滚ず嫱㖲馄鵂100%緸絞ꨪ㈒괄TOP1-10ㅷ晥䱗ぜㅷ晥ぜ獦1HAIER/嵳㼷2APPLE/薜卓3MIDEA/繠涸4PROYA/梵蜟꧈5L'OREAL/妍蜟꧈6MI/㼭碛7FILA/信⛙8LANCOME/Ⱎ誇9NIKE/罣⯘10ANTA/㸝驎緸絞ꨪ㈒괄TOP11-20ㅷ晥䱗ぜㅷ晥ぜ獦11HUAWEI/⼶⚹12LITTLE
SWAN/㼭㣔뚧13TCL/TCL14LI-NING/勚㸌15OLAY/桪Ⱎ屘16ESTEE
LAUDER/꧈霜Ⱎ럄17SKINCEUTICALS/⥝⚽〳18KEFUMEI/〳㢕繠19SONY/程㽲20LENOVO/翫䟝TOP

2

ANTA/㸝驎TOP

3

NIKE/罣⯘TOP

4
LI-NING/勚㸌TOP

5

ADIDAS/꣚鶓鴪倛TOP

6

SKECHERS/倛Ⳮ㣼TOP

7

NEWBALANCE/倝涰⠡TOP

8

CAMEL/낃끹TOP

9

BOSIDENG/岚぀涬TOP

10

UBRAS/歋䕹TOP

1
FILA/信⛙
緸絞ꨪ㈒괄ㅷ晥TOP10TOP

2

BABYCARE/㢧㼷TOP

3

VINDA/絶鴪TOP

4
AMIRO/錟⯕TOP

5

FOTILE/倰㣖TOP

6

JOMOO/⛰暜TOP

7

PAMPERS/䌐㹈鷓TOP

8

APP/幡굥TOP

9

COROU/〳䗱厫TOP

10

FLOSSOM/蔄荛緸絞ꨪ㈒괄ㅷ晥TOP10TOP

1

HUGGIES/㥩㣼TOP2

MIDEA/繠涸TOP3

LITTLE
SWAN/㼭㣔뚧TOP4
TCL/TCLTOP5
MI/㼭碛TOP6

GREE/呔⸂TOP7

TINECO/幑〳TOP8

ECOVACS/猰将倛TOP9

SIEMENS/銯꡶㶩TOP10

HISENSE/嵳⥌緸絞ꨪ㈒괄ㅷ晥TOP10TOP1

HAIER/嵳㼷緸絞ꨪ㈒괄ㅷ晥TOP10TOP

2

L'OREAL/妍蜟꧈TOP

3
LANCOME/Ⱎ誇TOP

4
OLAY/桪Ⱎ屘TOP

5

ESTEE
LAUDER/꧈霜Ⱎ럄TOP

6

SKINCEUTICALS/⥝⚽〳TOP

7

WINONA/謵霿㫪TOP

8

KEFUMEI/〳㢕繠TOP

9

KERASTASE/⼦霜TOP

10

GUERLAIN/㪸ⰞTOP

1

PROYA/梵蜟꧈緸絞ꨪ㈒괄ㅷ晥TOP10TOP

2

FIRMUS/굷뛆TOP

3

YILI/⟻ⵄTOP

4
APTAMIL/昶➭繠TOP

5
FRISO/繠稇⢕⯄TOP

6

MENGNIU/褐暋TOP

7

YANZHIWU/敵⛓㾋TOP

8
BY-HEALTH/寖茽⦔⨴TOP

9

JINLONGYU/ꆄ륫됎TOP

10

NESTLE/ꦿ䊤TOP

1

XIAOXIANDUN/㼭➲拹緸絞ꨪ㈒괄ㅷ晥TOP10TOP

2

ASUS/⼶炞TOP

3

APPLE/薜卓TOP

4
HUAWEI/⼶⚹TOP

5

DELL/䨥㼷TOP

6

HP/