The annual "double 11" e-commerce promotion has been launched. The reporter learned from several major e-commerce platforms that the consumption power of this year's "double 11" shopping season has reached a new high. While the consumption of 3C household appliances, beauty make-up and fashionable home furnishings are still eye-catching, healthy consumption is heating up rapidly, and the consumption potential of county and town markets is further released. Several departments are also launching more initiatives to support new consumption. The analysis pointed out that with the normalization of domestic epidemic prevention and control and the rapid rise of new consumption, more positive factors will be brought to the market recovery, which is expected to ignite the "new engine" of economic growth.

Specifically, the promotion data of e-commerce platform shows that 3C household appliances, beauty make-up and fashionable home are still the top consumers. On the tmall platform, a minute after the opening, the sales of domestic brands such as kovos and baiqueling competed to break 100 million yuan. In addition, intelligent and high-end products are favored. On the platform of Suning e-buy, the sales of clothes dryers, intelligent toilets and functional sofas increased by 6 times, 7 times and 5 times respectively.

At the same time, the rising trend of health consumption is obvious. On the Jingdong platform, the first day turnover of medical equipment category nearly doubled year-on-year, that of tonic and health care products exceeded 200%, and that of nutrition and health care products increased by more than 200%.  Throughout the day on November 1, Suning E-mart's sales of fresh-keeping and sterilization refrigerators increased by 133% year-on-year, and the sales of cutting tool and cutting board disinfection machine increased by 543% year-on-year.

From the perspective of market distribution, the total consumption of the second and third tier markets has soared, and the consumption potential of county and town markets has been further released. In Jingdong platform, Liaoning Province, Chongqing city and Jiangxi province became the top three provinces and cities in terms of growth rate; the total number of consumer products with more than 30000 yuan in Shangxian town area of Suning e-buy increased by 6 times over the same period of last year.

In addition, the rapid growth of innovation modes such as live broadcasting has unlocked new scenes and stimulated new consumption points. More than 60 stars and more than 100 CEOs entered the Jingdong live room 10 seconds before the live broadcast of Jingdong. Suning e-buy sold more than 100 million yuan in 150 minutes in the evening of November 1.

According to Fu Yifu, a senior researcher at Suning Financial Research Institute, with the advantages of more cool experience, cheaper price and more energetic emotional ties, the huge energy shown by new formats such as live delivery and delivery has been fully recognized by people from all walks of life. Because of this, we should continue to expand new consumption formats, promote new consumption growth, help the transformation and upgrading of industrial structure, and ignite the "new engine" of economic growth. At the same time, we should establish the awareness of online and offline symbiosis and collaborative development, accelerate the formation of a pattern of complementary advantages, accelerate the integration of online and offline development, especially to promote the information transformation of stores.

This is also an important driving force for promoting consumption in the future. Recently, the national development and Reform Commission and other 14 departments jointly issued the work plan for expanding domestic demand and promoting consumption in the near future, pointing out that it is necessary to further expand domestic demand in terms of promoting offline service consumption, accelerating "Internet access" and opening up new service consumption patterns, especially to effectively promote consumption and promote the smooth circulation of economic supply and demand. It also proposes to actively support the recovery and development of catering and cultivate new habits of information consumption Accelerate the construction of 5g network base station.

The analysis shows that with the continuous development of policies, the integrated development of online and offline consumption will accelerate the release of demand and push the market into a fast recovery channel.