With weak economic recovery and downturn in consumption emotions, China ’s“ Double 11 ”shopping festival this year seems to be uncomfortable. People are more cautious when consumption and pay more attention to the actual value of the goods.Some public also believes that the sales routes of major platforms are becoming more and more complicated, making people "consumption fatigue".

On November 11, it was the "Singles Day" that Chinese singles laughed at themselves. Since being created by the Chinese e -commerce platform in 2009, it has become the largest shopping festival in the world in the past 10 years.The single -day shopping festival has developed into an annual shopping event for several weeks.

Chinese officials have continuously put forward the strategy of expanding domestic demand this year to boost the weak economy; as an important indicator of consumer confidence, this year's Double 11 has attracted much attention.

A survey released by American Consulting Bain this week shows that 77%of the 3,000 Chinese consumers interviewed are expected to exceed the same period last year, which will not exceed the same period last year, which is higher than the 76%last year's 76%last year.A percentage point.

The

report pointed out that the uncertainty of the macroeconomic economy is one of the key factors for consumers' attitudes to become cautious.

Wang Jiawen, a student of Tianjin Vocational University, told Lianhe Zaobao that her total consumption of her Double 11 this year was about 1,000 yuan (S $ 187), which was half less than last year, and they bought all necessities, such as laundry powder, toothpaste andToilet paper and so on.

In previous years, she would buy a little more in Double 11, but only buying the currently missing daily necessities this year.She said: "Generally, Taobao also often has a full reduction in activities. There are not many discounts on Double 11, and the desire to shop is not particularly strong."

Wang Jiawen said that in the prospects of economic weakness, consumption habits like her are becoming more and more common in the circle of friends.She said: "The current young people are mainly pursuing benefits. Luxury goods are too expensive and uncomfortable.

China's major e -commerce platforms are aware of the sensitivity of Chinese consumers to prices. This year, they have launched different promotional activities with the "lowest price" consumption theme.However, some public believes that the emergence of similar promotional activities and a variety of marketing models have allowed consumers to have "consumption fatigue".

Shenzhen Undergraduate Lin Yuerui "Basically I didn't buy anything" this year.He said: "In recent years, the promotional routines of Double 11 of major platforms have become more and more complicated, and everyone is too lazy to participate."

According to Agence France -Presse, the co -founder and CEO of the e -commerce consulting company WPIC Marketing + Technology, the Double 11 has lost its aura in the Chinese consumer market.He said that the strong development of China live broadcast and the frequent promotional activities of e -commerce platforms means that the attractiveness of Double 11 has weakened.

Some analysts pointed out that, in view of weak demand and fierce competition between platforms, the transaction volume of the Chinese e -commerce platform this year is difficult to reach a record high.I don't know if these platforms will announce this year's data for the time being.The e -commerce platform did not announce the total transaction volume for the first time last year. At that time, there were analysis that the epidemic restriction measures suppressed people's expenditure and consumption confidence.

The latest official data from China shows that China's consumer price index (CPI) in October decreased by 0.2%year -on -year, and once again fell into a tightening range, which is the latest signs of China's unstable economic recovery and weak domestic demand.

Ding Shuang, the chief economist of Standard Chartered Bank of China and the chief economist in North Asia, believes that in October, CPIs were seasonal fluctuations, and the monthly price index of this month was more due to the decline in consumer demand after the National Day Mid -Autumn Festival holiday andThe impact of the decline in food prices does not fully reflect China's consumption status.

Data show that in October, non -food prices in China rose 0.7%year -on -year, and the increase was the same as last month.

Ding Shuang judged that China's overall consumption is still in a weak recovery, and people's consumption confidence eventually depends on the market's expectations for employment situation and income growth.He said: "If these two are expected to be stable, consumption should not increase or decrease significantly."