This year's "Double 11" presents many new features: the consumption structure has shifted from mainly commodities to focusing on both commodities and services. Consumers pay more attention to the quality of commodities and services. Green, smart, healthy and other consumer demands are continuously released... A series of new changes reflect the new trend of transformation and upgrading of the consumer market.
From "focusing on commodities" to "dual drive of commodities and services"
Housekeeping and cleaning, car maintenance, physical examinations, moving... During this year's "Double 11", "hoarding services" have become a popular choice for many consumers.
JD.com data shows that from 20:00 on October 12 to 18:00 on October 30, 150 million service orders have been generated during the "Double 11" period, with categories such as housekeeping cleaning, home appliance cleaning, and car maintenance ranking high. Among them, the overall sales of housekeeping services increased by more than 240% year-on-year, the sales of daily cleaning, clothing and shoe washing and care increased by more than 4 times year-on-year, and the order volume of moving services increased by 335% year-on-year.
According to the relevant person in charge of the Ministry of Commerce, in the first three quarters of this year, the retail sales of services increased by 5.0% year-on-year, 4 percentage points higher than the retail sales of goods. It is expected that in the coming period, the growth rate of commodity consumption will maintain steady growth, and the growth rate of service consumption will still be faster than the growth rate of commodity consumption.
"Double 11", which once focused on the consumption of physical goods, is accelerating its transformation to pay equal attention to the consumption of goods and services. Among them, the consumption of local life services has increased. Meituan data shows that during the "Double 11" period, the consumer side showed a trend from owning goods to owning experiences.
Service innovation has also become an important driver of product consumption. During this year’s “Double 11”, JD.com upgraded its “all-in-one delivery and installation” service. TVs, washing machines, sweeping robots, water purifiers and other categories can be “delivered and installed”. Air conditioners, water heaters, home decoration lamps and other categories can be installed as soon as one hour after arrival, effectively activating consumer demand for home appliance replacement.
Deep integration of online and offline generates new scenarios
The deep integration of online and offline and the accelerated innovation of retail formats were fully reflected in this year's "Double 11". From the practice of omni-channel business models, to digital technology empowering the entire retail chain, to new physical retail formats, new models, and new scenarios, the retail industry is accelerating to break channel boundaries and activate consumption growth with innovative supply.
Experiential, scenario-based, and service-innovative consumption patterns have become new highlights. Tmall promotes the integrated operation of online and offline brands, and promotes the connection of brand flagship stores with 12,000 Tmall premium stores across the country to achieve "same goods, same price, same rights" for new products. After browsing online, consumers can make an appointment to experience the nearest store, and can also enjoy online platform discounts offline.
Clothing, food, etc. also show a trend of extending online and offline in both directions. Taobao and Tmall’s original clothing brands extend the experience offline; fresh snack brands focus on short-term fresh food offline to enhance the in-store experience; online adaptation of long-term products expands the national market; sales grew rapidly during the “Double 11” period.
Digital technology becomes a key driver of retail innovation. JD.com's AI (artificial intelligence) has been applied to more than 3,000 scenarios such as retail, logistics, and health; the cumulative number of JD.com's digital human JoyAvatar serving merchants has exceeded 100,000. As of 18:00 on October 30, it has broadcast for more than 9 million hours and generated sales of more than 1.3 billion yuan; JD.com's "Super Brain" large model 3.0 warehouse online express line volume prediction accuracy has exceeded 95%, and the adoption rate of the optimal distribution path recommended by AI has exceeded 90%.
Green, smart, healthy and other demands are constantly being released
This year's "Double 11", Token (Ciyuan) was launched on multiple e-commerce platforms, and "computing power consumption" became a new hot spot. JD.com data shows that during the "Double 11" period, the search volume for the "Token" keyword increased by more than 7 times month-on-month. The platform launched the "AI Token Service Station" and "AI Software Recharge Hall" to realize one-stop model selection and computing power recharge; during the 2-hour live broadcast in JD.com's 3C digital purchasing and sales live broadcast room on November 2, the sales of large model Token package products increased 20 times month-on-month. Tmall launched a Token recharge center, and on the first day of sales on October 20, the Token category sales increased by 450% month-on-month; on November 2, a Tmall live broadcast room set a sales record of approximately 2 trillion Tokens in half an hour.
Home health consumption continues to heat up, and sales of small household appliances for health monitoring and health care are increasing. Meituan flash sale data shows that during the "Double 11" period, sales of health monitoring equipment such as blood glucose meters doubled year-on-year, and sales of small health-preserving appliances such as abdominal massagers increased 200% year-on-year.
In addition, during the "Double 11" period, new energy vehicle accessories, energy-saving home appliances, low-carbon leisure and other products were also popular and became new growth points in the consumer market.
A series of new changes in this year's "Double 11" are a vivid footnote to the transformation, upgrading and continued expansion of my country's consumer market. The innovation of retail formats and the upgrading of consumer demand form a positive interaction, and the potential of the consumer market will be further released, providing solid support for promoting high-quality economic development.
Our reporter Wang Ke
"People's Daily" (November 12, 2026, Page 07)
