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2023“双11”消费洞察报告-中新经纬-202311.pdf

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??]??)\?>?J?0?2023“Double11”ConsumptionInsightReport联合撰写n/]5??55?;^ >Hn8?g?n'i&?nKh8?8?n? Pҙn}?P?&???nJЬn?-}$&?n'i&?-L>{n8?g?5B??n~`5?w-LC??xn8?(c??n?wg?n^ >HnlNDn'i&?nlNDn? nlNDnJЬnlNDon/]5}vC??;Rj?3?QC(??}{k=kO4Hn'@??kOO?n??O?n[???nD?v0/??3`?R?O?nc???n&?J?R?F n&?????1wnkO=?-f ?/??*?-V1won/]5P????;2023C?10Rb31P?-2023C?11Rb3P?O?L?9P?naE6CONTENTSSevenMajorConsumptionTrendsComparisonofCategoriesComparisonofPlatformsConclusionPartPart1Part2Part34Part1&k8?]??)??.77MajorConsumptionTrends>{kO'a1w7ާ˝=g??{(d??H-En?RO^/?J[I?&?C???k=J*]??),v;m??~??(?研oD?O^D??R?n????L?C?n4KJ?Eg7ޞ5???20%oQp?J>{??m?V?FAY?5??=?0???{?P?.'2f?Ly0 ?J.Em?C???'???^oI?&?Qp?J>{??'a1wm?]??)&?.oQp?JC?6HnkO./.??TqnQp?J??n8?v?H2?0ZZ?5???50%o'?C???/?11??O?(dI?}k??h?&v):?{2023C?10Rb31P?-11Rb3P?}?}^?*2?5155.6'?+??{0ZZ?7ާ?9.5%'?]??)B?5?R?n??{55}W]??)Om?}~0V]??)5?Q^R?.}H-nR?.^??{Y??{6 nl}H-??6??SR?R???onlND?K??.?-.??{??^o^w??s6 nl}H-??6?oP&g'?]??)OR?\??~(d??H-?{\??~y5r_(d??1$F|}v??0ZoP,#?-(J*8??X.I?&?P>Mo'?N?@5n_w_on???v?8?^?h???na?{-L,~]`n`?[?n]s??v]s&s?X.??na?{??[?&?F?.?n(d??H-m?C???'?&??o'H'???,#????&?&?? m?0PD?P6]??)&vP,#?po8?(*4Dv?iH? &vPE.??{P}yjn?*⼦nz?y?*?ynU?f???O?v*4D6]??)5?0PC??A?{m?'?~?务5?E.77ާ?o????zn}5??L?0 f?n?8/???m?nn$k0?Rn0=??zn/p?yeut??H2?7ާ˜?F/o?k?5?Q^&?'?/?D?(=-L>{C??{???k?>{C?.???m?0??.78?P?n??{-V[{R?n?N[{'?n.0?4P?J_B]??)??.7&t?{[???k=1w]??)`?.?s&gY??zO^oP?J_B+?kO?8?n????PG?dC?n????kO_Bn????M?*?8?H2?0ZZ?5???50%o?en????)?}Q]8??,#?p?{JҐ?~?(d0?h?C???.ʙ?.7?=[?'A3&?&t?{>{k=~`>?'ɝs,C???]??)O?}Ao+՗v'?n0???8?'?n? ,? -'?nk00'ɧH2?5???100%o+՗v'?I?&?R?Y???/?11??c?/A野1wo5?iS?F ,Z'a1w5,&g]f?m?5?i(.71$1wfe(.7?s,F/?0????Z?o8Іf,uS\n&r?v???n0?[g?g?T`n??HpV?nP????SS?H2?0ZZ?7ާ?5???100%oPart2C?05Z??ComparisonofPlatforms'i&?'i&????/?11??&???p?>A&???n?)>F?{?{n?'??^ >H8?g?F/J[J??Kh8?8?^ >H8?g??, }?RR(['?>A&???/?11??m?TME?naS?F/J[??r??(??务?zO^, C?RR8?(G?.C??{??k=J*H-0 ??9im?k0]?{03'?&v?%????JЬ2A6y0?sf/@1w'?TTnl??15%?pKh8?8???/w&s./w???{>RB?5?8?)&xm?'????$6?p?&s?8?0O^>=P0???$8.6%9.6%21.6%6.7%n/]5P?????55?;2023C?10Rb31P?-2023C?11Rb3P?35.4%淘天集团44%17.5%,&'?京东21.6%拼多多6.7%抖音9.6%其他17.5%Part3-x?Z??ComparisonofCategories???>h?>Hn(d??;&?k=1wn>{,(v?d&?7ޞ??F/7.6-n?'?R?n??{C?&?n?n&s]sB?n]D[?n??H2?LW0\-x&r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&?8.11wfeV?/@务?{5B?1wfe.?A?p?{TOP201wfe务5B'a1wfe/Q研11Co5B`?1wfe]s?7nh????n03撑~`??h?'mn??{0ZZ?5????B100%}?}^?*2?TOP1-101wfeLW0\1wfe0\sf1HAIER/]s?72APPLE/??SS3MIDEA/~`m?4PROYA/h????5L'OREAL/Y????6MI/?-x?7FILA/O?&?8LANCOME/,??9NIKE/c+?10ANTA/>?N}?}^?*2?TOP11-201wfeLW0\1wfe0\sf11HUAWEI//6&?12LITTLESWAN/?-8Զ?13TCL/TCL14LI-NING/R?> 15OLAY/hj,\X16ESTEELAUDER/?ȗ,??17SKINCEUTICALS/)]&?0318KEFUMEI/038?~`19SONY/z ?r20LENOVO/?G?TOP2ANTA/>?NTOP3NIKE/c+?TOP4LI-NING/R?> TOP5ADIDAS/?ڝ??*PTOP6SKECHERS/P,?8?TOP7NEWBALANCE/Pm

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