全球领先的新经济产业第三方数据挖掘与分析机构
关于“双十一”的报告
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艾媒咨询 | 2025年中国单身经济市场消费行为调查数据
单身经济市场正随着单身人群的扩大和消费观念的转变而迅速崛起，其核心特点是注重个性化、品质化和便利性，涵盖餐饮、娱乐、旅游、家居等多个领域。单身人群更倾向于为自我提升、情感陪伴和便捷生活买单，推动了“一人食”、迷你家电、宠物经济等细分市场的蓬勃发展。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国单身经济市场消费行为调查数据》数据显示，“工作环境或生活环境不利于恋爱（如经常出差、加班等）”以30.53%的占比成为单身的主要原因，凸显了现代社会中工作和环境因素对个人情感生活的显著影响。在消费领域，餐饮美食以39.97%的占比高居榜首，成为单身群体每月消费的核心支出，反映出他们对饮食品质和体验的重视。此外，生活日用品和休闲娱乐分别以35.51%和34.31%的占比紧随其后，表明单身群体在日常生活便利性和娱乐休闲方面表现出强劲的消费力，进一步印证了单身经济在提升生活品质和满足个性化需求方面的巨大潜力。艾媒咨询分析师认为，未来，单身经济将朝着更加精细化、场景化和情感化的方向发展，品牌需抓住单身人群的消费心理，提供个性化、高品质的产品和服务，以在这一快速增长的市场中占据先机。
The single economic market is rising rapidly with the expansion of the single population and the change of consumption concept, its core feature is to pay attention to personalization, quality and convenience, covering catering, entertainment, tourism, home and other fields. Single people are more inclined to pay for self-improvement, emotional companionship and convenient life, which has promoted the vigorous development of market segments such as "one-person food", mini household appliances and pet economy. According to the latest "Survey data of consumption behavior of China's single economy market in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, "The working environment or living environment is not conducive to love (such as frequent business trips, overtime work, etc.)" was the main reason for singleness, accounting for 30.53%, highlighting the significant impact of work and environmental factors on personal emotional life in modern society. In terms of consumption, food and beverage topped the list with 39.97% of the total, becoming the core expenditure of single people's monthly consumption, reflecting their emphasis on food quality and experience. In addition, daily necessities and leisure and entertainment followed closely with 35.51% and 34.31% respectively, indicating that the single group showed strong spending power in the convenience of daily life and entertainment and leisure, further confirming the great potential of the single economy in improving the quality of life and meeting individual needs. Analysts from Imedia Consulting believe that in the future, the single economy will develop in a more refined, scenario-based and emotional direction, and brands need to seize the consumer psychology of single people and provide personalized, high-quality products and services to take the lead in this rapidly growing market. -
艾媒咨询 | 2024年中国电商“双十一”消费大数据监测报告
“国补”政策与 “双十一”大促周期拉长，共同激发了2024年“双十一”消费热潮。全球新经济产业第三方数据挖掘和分析机构 iiMedia Research（艾媒咨询）最新发布的《2024年中国电商“双十一”消费大数据监测报告》数据显示，2024年参与“双十一”活动的消费主力为26-29岁年轻群体，占比34.1%；“双十一”活动中购买量最多的TOP3商品类别为生活日化、服装鞋帽和美妆护肤，“悦己消费”、消费分层等需求趋势凸显；延时发货（44.0%）和假优惠（42.7%）是消费者“双十一”消费体验中的短板。2024年双十一周期提前，旨在抢占市场先机，但也导致消费者购物疲劳和商家物流压力的增加。电商平台竞争从价格战转向经营战，通过细分人群与购物场景，升级服务支持商家。未来，竞争态势和策略调整还将继续深化和演变。
The "National Subsidy" policy and the extended "Double Eleven" promotion period have jointly stimulated the consumer fervor for "Double Eleven" in 2024. According to the latest " China's e-commerce "Double Eleven" consumption big data monitoring report in 2024" released by iiMedia Research (a third-party data mining and analysis institution for the global new economy industry), the main consumers participating in the 2024 "Double Eleven" event were young people aged 26-29, accounting for 34.1%. The top three product categories purchased during the "Double Eleven" event were daily necessities, clothing and footwear, and beauty and skincare products, highlighting trends such as self-indulgent consumption and consumption segmentation. Delayed delivery (44.0%) and fake discounts (42.7%) were the weak links in consumers' "Double Eleven" shopping experience. The 2024 "Double Eleven" cycle started earlier to seize market opportunities, but it also led to increased shopping fatigue among consumers and logistical pressures on merchants. Competition among e-commerce platforms shifted from price wars to operational battles, upgrading services to support merchants through audience segmentation and shopping scenarios. In the future, the competitive landscape and strategic adjustments will continue to deepen and evolve. -
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艾媒咨询|2020年中国双十一电商行业发展大数据监测报告
2020年全球经济因“新冠疫情”影响呈现萎靡状态，因此后疫情时期第一个双十一在拉动消费增长方面的作用备受期待。iiMedia Research（艾媒咨询）数据显示，87.6%的受访网民表示愿意参与双十一大促活动，而在双十一前已经做好准备的受访网民占比更达到52.6%。今年双十一各电商平台的活动措施也纷纷回归简单优惠本质，但仍有29.5%的受访电商用户对于平台创新玩法的优惠力度表示质疑。而对于市场迅速增长的直播电商模式，在双十一期间也得到商家和平台广泛青睐，然而目前缺乏权威的第三方机构对直播电商带货数据进行监测，68.6%的受访直播电商用户认为其数据不实，因此商家仍要谨慎看待直播电商模式，避免造成市场虚假繁荣。
Due to COVID-19 in 2020, global economy is going through a downturn. Therefore, the role of the first 11.11 promotion in post COVID-19 era in stimulating consumption growth is expected. As the data of iiMedia Research showed, 87.6% of the interviewed netizens is going to participate in the 11.11 promotion, while 52.6% of the interviewees were ready before it. However, 29.5% of the interviewed e-commerce users questioned the preferential margins of the innovative activities by platforms, even though e-commerce enterprises are expressing returning to the nature of preferential. Even though the live-streaming e-commerce market is developing rapidly and be favored by platforms and merchants this year. The lack of authoritative third-party organizations to monitor the data of live-streaming e-commerce causes 68.6% of the interviewed users believe the relative data is false. Therefore, merchants should be cautious about live-streaming e-commerce mode to avoid false prosperity. -
艾媒咨询 | 2025年中国电商“双十一”消费大数据监测报告
2025年“双十一”期间，随着大促周期的持续延长，消费者对前期预热活动的关注度呈现疲态，整体参与热情未出现显著提升。平台转向“直降让利”简化规则，AI与即时零售成为新引擎，情绪消费等品类热销。市场从流量争夺转向存量深耕，理性消费主导，品牌更注重价值与服务竞争。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国电商“双十一”消费大数据监测报告》显示，按需购买（34.6%）和拒绝冲动消费（31.8%）是消费者“双十一”热情下降的核心因素，凸显理性消费理念已深度渗透；年度最优价格（44.6%）和优惠简化直接（42.6%）仍是拉动消费热情的关键。近年来，消费者需求已从单纯价格敏感转向高品质、智能化、情绪价值等多元维度，这一理念迭代正倒逼品牌加速产品创新升级。品牌需聚焦用户真实需求精准发力，激活消费者“焕新”意愿，推动行业实现可持续增长。
During the "Double Eleven" period in 2025, with the continuous extension of the big promotion cycle, consumers' attention to the pre heating activities has shown signs of fatigue, and the overall enthusiasm for participation has not significantly increased. The platform is shifting towards simplified rules of "direct reduction and profit sharing", with AI and instant retail becoming new engines, and emotional consumption and other categories selling well. The market has shifted from competition for traffic to deep cultivation of stock, with rational consumption leading and brands placing more emphasis on value and service competition. According to the latest "2025 China E-commerce 'Double Eleven' Consumption Big Data Monitoring Report" released by iiMedia Research, a leading global third-party data mining and analysis institution for the new economy industry, on-demand purchasing (34.6%) and refusal of impulse consumption (31.8%) are the core factors leading to the decline in consumer enthusiasm for Double Eleven, highlighting the deep penetration of rational consumption concepts; The annual best price (44.6%) and simplified discounts (42.6%) are still the key factors driving consumer enthusiasm. In recent years, consumer demand has shifted from simple price sensitivity to multiple dimensions such as high quality, intelligence, and emotional value. This concept iteration is forcing brands to accelerate product innovation and upgrading. Brands need to focus on the real needs of users, exert precise efforts, activate consumers' willingness to "rejuvenate", and promote sustainable growth in the industry. -
艾媒报告丨2019中国双十一电商主流消费品牌监测报告
本报告研究涉及企业/品牌/案例：京东、天猫、淘宝、苏宁易购、考拉海购、拼多多、耐克、阿迪达斯、斯凯奇、优衣库、大东、华为、苹果、小米、美的、海尔、飞利浦、格力、TCL、索菲亚、林氏木业、A家家具、富安娜、全友家居、欧莱雅、MAC魅可、完美日记、茅台、泸州老窖、蒙牛、康师傅、三只松鼠、米菲、爱他美、巴拉巴拉、蓝月亮、清风、 维达
随着互联网的普及，电子商务逐渐走进大众日常生活，双十一购物狂欢节因此应运而生，天猫双十一成交金额从2009年的0.52亿元持续增长到2018年的2135亿元，消费热度持续升温。iiMedia Research（艾媒咨询）数据显示，预计在2019年，天猫双十一成交金额将达到2447亿元。在参与双十一活动的电商平台与品牌日渐增加的背景下，3C数码类产品是双十一期间热度最高的产品品类，2019年双十一前夕，华为以97.9的热度指数略胜苹果一筹，成为2019双十一前夕最受关注的品牌。平台方面，拼多多凭借简单清晰的活动规则、大力度折扣，成为推荐指数最高的电商购物平台。
With the popularity of the Internet, e-commerce has gradually entered the daily life of the public. Therefore, 11.11 shopping carnival came into being. The transaction amount of Tmall on 11.11 shopping carnival continued to grow from 52 million yuan in 2009 to 213.5 billion yuan in 2018. As the data of iiMedia Research showed, it is estimated that Tmall will reach 244.7 billion yuan on 11.11 shopping carnival in 2019. In the background of the increasing number of e-commerce platforms and brands participating in 11.11 shopping carnival, 3C digital products are the most popular product category during the period of singles' day. On the eve of 11.11 shopping carnival in 2019, HUAWEI slightly surpassed Apple with a heat index of 97.9, becoming the most popular brand on the eve of 11.11 shopping carnival in 2019. In terms of the platform, Pinduoduo has become the e-commerce shopping platform with the highest recommendation index by virtue of its simple and clear activity rules and strong discounts. -
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