2023“双11”消费行业洞察报告

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CONTENTSSevenMajorConsumptionTrendsComparisonofCategoriesComparisonofPlatformsConclusionPartPart1Part2Part34 Part1♫㣐嶊餩馋⸷7MajorConsumptionTrends 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(마)괄ず嫱㖲馄50%կ➚䎃⿽11侮⡤䧭絫邍梡♶⤺2023䎃10剢31傈-11剢3傈緸絞ꨪ(마)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Ɤկ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(마)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(마)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(마)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(마)괄ず嫱㟞Ɤ㖲馄100%կ Part2䎂〵嫱鳅ComparisonofPlatforms ❩⚎❩⚎㼜⿽11⚺곿烁㹁⚹溫⤑㹆꡻滚✈希㹈㣔枾䘯䩛䫐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(休)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userid:497168,docid:145662,date:2023-11-14,sgpjbg.com 8.6%9.6%21.6%6.7%港崵傞ꢂ薴㔵2023䎃10剢31傈-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% Part3ⴔ碫嫱鳅ComparisonofCategories ꆄꜾ棟㹈ծ⡤肫㬛⛙欽ᄩծ㹻Ⱘ瘝遤⚌㟞鸟鳅䘯7.6 ⴔ溁⟧勻溏䎛⚎溁ծ♳嵳䋑ծ嵄寐溁Ꝉ(마)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⚡8.1 ᄩ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%緸絞ꨪ(마)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/㸝驎緸絞ꨪ(마)괄TOP11-20ᄩ晥䱗ぜᄩ晥ぜ獦11HUAWEI/廾⚹12LITTLESWAN/㼭㣔뚧13TCL/TCL14LI-NING/勚㸌15OLAY/桪Ⱎ屘16ESTEELAUDER/꧈霜Ⱎ럄17SKINCEUTICALS/⥝⚽〳18KEFUMEI/〳㢕繠19SONY/程㽲20LENOVO/翫䟝 TOP2ANTA/㸝驎TOP3NIKE/罣⯘TOP4LI-NING/勚㸌TOP5ADIDAS/꣚鶓鴪倛TOP6SKECHERS/倛Ⳮ㣼TOP7NEWBALANCE/倝涰⠡TOP8CAMEL/낃끹TOP9BOSIDENG/岚぀涬TOP10UBRAS/歋䕹TOP1FILA/信⛙緸絞ꨪ(마)괄ᄩ晥TOP10 TOP2BABYCARE/㢧㼷TOP3VINDA/絶鴪TOP4AMIRO/錟⯕TOP5FOTILE/倰㣖TOP6JOMOO/⛰暜TOP7PAMPERS/䌐㹈鷓TOP8APP/幡굥TOP9COROU/〳䗱厫TOP10FLOSSOM/蔄荛緸絞ꨪ(마)괄ᄩ晥TOP10TOP1HUGGIES/㥩㣼 TOP2MIDEA/繠涸TOP3LITTLESWAN/㼭㣔뚧TOP4TCL/TCLTOP5MI/㼭碛TOP6GREE/呔⸂TOP7TINECO/幑〳TOP8ECOVACS/猰将倛TOP9SIEMENS/銯꡶㶩TOP10HISENSE/嵳⥌緸絞ꨪ(마)괄ᄩ晥TOP10TOP1HAIER/嵳㼷 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2L'OREAL/妍蜟꧈TOP3LANCOME/Ⱎ誇TOP4OLAY/桪Ⱎ屘TOP5ESTEELAUDER/꧈霜Ⱎ럄TOP6SKINCEUTICALS/⥝⚽〳TOP7WINONA/謵霿㫪TOP8KEFUMEI/〳㢕繠TOP9KERASTASE/子霜TOP10GUERLAIN/㪸ⰞTOP1PROYA/梵蜟꧈ 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2FIRMUS/굷뛆TOP3YILI/⟻ⵄTOP4APTAMIL/昶➭繠TOP5FRISO/繠稇⢕⯄TOP6MENGNIU/褐暋TOP7YANZHIWU/敵⛓㾋TOP8BY-HEALTH/寖茽⦔⨴TOP9JINLONGYU/ꆄ륫됎TOP10NESTLE/ꦿ䊤TOP1XIAOXIANDUN/㼭➲拹 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2ASUS/廾炞TOP3APPLE/薜卓TOP4HUAWEI/廾⚹TOP5DELL/䨥㼷TOP6HP/䟃兜TOP7XGIMI/匧碛TOP8THINKPAD/䙼罌劥TOP9HONOR/虽罆TOP10MI/㼭碛TOP1LENOVO/翫䟝 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2LINSY/卌孒加⚌TOP3SLEEMON/㋐⚰꡶TOP4QUANU/Ⰼ⿼TOP5CHEERS/蓏廾➬TOP6KUKA/곥㹻㹻㾀TOP7EONLIVING/㹆㤵㹻㾀TOP8AIRLAND/꧈ⰞTOP9DERUCCI/䢏䙼TOP10TUBAOBAO/⯨㹈㹈TOP1YESWOOD/彂孒加露 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2HUAWEI/廾⚹TOP3MI/㼭碛TOP4HONOR/虽罆TOP5SAMSUNG/♲僤TOP6OPPO/妍梵TOP7VIVO/絶将TOP8ONEPLUS/♧⸈TOP9IQOO侨瀦TOP10BASEUS/⦔䙼TOP1APPLE/薜卓 緸絞ꨪ(마)괄ᄩ晥TOP10TOP2CANON/⢕腊TOP3THENORTHFACE/⻌꬗TOP4NIKON/㽲䐀TOP5FUJIFILM/㺢㡦TOP6LULULEMON/ꪪꪪ⛙墰TOP7IFLYTEK/猰㣐雴굷TOP8YAMAHA/꧈끩ᅌTOP9CAMEL/낃끹TOP10TAL/㷖罜䙼TOP1SONY/程㽲 緸絞ꨪ(마)괄TOP10TOP2MCLON/削子륫TOP3CHOWTAISENG/ワ㣐欰TOP4CHOWSANGSANG/ワ欰欰TOP5LUKFOOKJEWELLERY/Ⱉ犷棟㹈TOP6ZLF/ワⰙ犷TOP7CHINAGOLD/⚥㕂랕ꆄTOP8CHJ/惐㸪㛇TOP9ZHEJIANGMINGJEWELRY/僈晥棟㹈TOP10KINGBOOM/KINGBOOMTOP1CHOWTAIFOOK/ワ㣐犷 2023䎃荛➚2023䎃䨔姺ⵌ湡⵸TOP5遤⚌⚹剪鄳ꭑ䌨ꛏ紼絉ᄩծ㹻欽歏㐼ㄤ갉⫸㐼勞ծ傈欽ᄩծ⻊㥿ᄩծ礒屘굹ᄩ嶊餩鷶幯㔐䔱椚䚍ꆄꜾ棟㹈ծ⡤肫㬛⛙欽ᄩ掚Ꝉկ2020䎃2020䎃TOP5遤⚌⚹剪鄳ꭑ䌨ꛏ紼絉ᄩծ㹻欽歏㐼ㄤ갉⫸㐼勞ծ傈欽ᄩծ⻊㥿ᄩծ鸑雴㐼勞կ鸑雴㐼勞碫赡搬䱗ぜ痦❀⡎僽Ꝉ(마)괄Ⳝ⛖缺✫♧殣ꥥ满5Gⵌ勻鸑雴㐼勞刿倝䰃➿」䘯կ2021䎃2021䎃TOP5遤⚌⚹剪鄳ꭑ䌨ꛏ紼絉ᄩծ㹻欽歏㐼ㄤ갉⫸㐼勞ծ傈欽ᄩծ鸑雴㐼勞ծ俒⻊⸅Ⱆ欽ᄩկ鸑雴㐼勞ծ俒⻊⸅Ⱆ欽ᄩծ导鲨瘝嶊餩巛紩碫(休)ᄩ㟞鸟鴽枡կ2022䎃2022䎃TOP5遤⚌⚹剪鄳ꭑ䌨ꛏ紼絉ᄩծ㹻欽歏㐼ㄤ갉⫸㐼勞ծ傈欽ᄩծ⻊㥿ᄩծ俒⻊⸅Ⱆ欽ᄩ掆ꂊծ务銯蚋ᄩ㟞鸟⸈䘯կTop5Top5Top5Top5 Part4絕雿Conclusion ♧㾀字佐Ⰶ宐䎂涸䭯絯䲿넞ㄤ欰崞餘ꆀ涸♶倗佖㊤䌄⸓⠅ꢀ㬛⛙碫(休)ᄩծ넞猰䪮⿺兰腊⻊(休)ᄩծ侅肫碫(休)ᄩ瘝佖㊤巛紩碫꨽宠♶倗㟞⸈絩罜䲀⸓湱Ⱒ❡⚌♶倗巛紩կ✳䎃鲽♧➿嶊餩罏涸嶊餩錜䙁ㄤ欰崞倰䒭姻㖈〄欰」⻊կ➭⟌刿⸈岤ꅾ❡ᄩ涸ᄩ餘ㄤ⚡䚍⻊刿䡦䠑⚹넞ᄩ餘涸❡ᄩㄤ剪⸉✈支կ鵯猫嶊餩錜䙁涸鲮」䲀⸓✫巛紩碫嶊餩ᄩ䋑㖞涸㟞Ɤկ♲Ⰼ㕂⿺ぐ㖑♶倗㸤㊤⤛嶊餩佟瘻佅䭯⡞䨻佖㊤ծ倝腊彂导鲨ծⰮ罈剪⸉瘝㣐㸺嶊餩կ곡䎾嶊餩巛紩馋⸷⤛鵳綁蒀嶊餩ծ兰腊嶊餩ծ⨴䐀嶊餩瘝倝㘗嶊餩կぐ碫佟瘻룅〄⸂乃⸓嶊餩䋑㖞♶倗〄㾝կ 务倝絑紮灇瑕ꤎ务倝絑紮灇瑕ꤎ僽务㕂倝ꢉ爢偫♴餒絑倝㯮务倝絑紮涸兰䎽䎂〵䊺絑♸鵛700⡙⚁㹻ㄤ侨宀㹻灇瑕劼匬鴪䧭Ɤ劍ざ⡲կ鸑鵂鳕ⴀ遤⚌灇瑕䫣デ鵳遤佟瘻灇瑕ծ侨研ⴔ區ծ馋⸷ⴼ倗⚹絑崸爢⠔〄㾝⨞㥩㛇✵⥌䜂剪⸉ㄤⰻ㺂欰❡涸㯮⡤兰䎽佅䭯կ务㕂㕂꣢歏㶩(休)⸉务䗱灇瑕ꤎ务㕂㕂꣢歏㶩(休)⸉务䗱灇瑕ꤎ僽歋(休)⸉鿈湬㾩✲⚌支⡙ˋˋ务㕂㕂꣢歏㶩(休)⸉务䗱霃用涸歏㶩(休)⸉ծ侨㶶(休)⸉⿺侨㶶絑崸⚁⚌灇瑕ծᅢ霧ㄤ猰灇剪⸉劼匬Ɤ劍➢✲歏㶩(休)⸉⿺湱Ⱒ곭㚖佟瘻ծ錞ⴢծ叻ⲥ灇瑕ᅢ霧䊨⡲⡲⚹兰䎽佅丒支⡙⿬♸㢴고㕂㹻歏㶩(休)⸉⤛鵳䊨玐կ嵠惐戶侨嵠惐戶侨帿罭歏㶩(休)⸉㣐侨研港崵絡雦獤稡✫2016䎃⟄勻涸嵳ꆀ血〷侨研港崵䎂〵薴㔵巑渷90+ぐ곭㚖⚺崨䎂〵銻渷侮⡤䋑㖞涸85%⟄♳կ佅䭯Ⰼ緸歏(休)⟱⚌♧䨪䒭叅霧ㄤ䏅Ꝃ鷳錠䲿⣘♧畀䒭歏(休)侨研港崵