BEIJING, Nov 12 (Xinhua) – The Double 11 shopping festival in China has sparked a fresh surge in consumer spending, reflecting a shift toward smarter, greener, and more emotionally driven purchases. Discounted sales ranging from AI-powered refrigerators to blind boxes are reshaping buying habits across the country.
Government stimulus supports consumer demand
China recently released the fourth and final tranche of this year’s 300 billion yuan (about 42.3 billion U.S. dollars) in ultra-long special treasury bonds. The funding is part of a national initiative to boost domestic demand by replacing outdated consumer goods and upgrading industrial equipment. The Double 11 shopping festival in China has benefited from these trade-in programs, helping to accelerate sales across online platforms.
E-commerce boom across major platforms
The annual shopping event, which lasts around a month and ends in mid-November, has again become a major engine of retail growth. On Alibaba’s Tmall, sales of consumer electronics such as AI glasses and household robots have surged, supported by new product launches and aggressive promotions.
Tmall reported that smart-glasses sales had risen 25 times year on year by Oct. 30, while robotics brands like DEEP Robotics and UBTECH Robotics recorded double-digit growth.
JD.com sees record growth in AI products
JD.com also reported strong sales of AI-enabled devices. As of Tuesday, sales of smart electronics had more than doubled compared with last year. Smart-glasses sales grew 346 percent, digital-camera sales increased 238 percent, and action-camera sales jumped 220 percent.
Changing consumer preferences
Zhu Keli, founding dean of the China Institute of New Economy, said Chinese consumers were increasingly choosing high-quality products. “Tech products such as smart-home systems and health-monitoring devices are becoming mainstream choices,” he said.
At the same time, emotional value and personal experience are shaping buying decisions. Tmall data shows that sales of gaming merchandise and blind boxes have more than doubled since the start of the Double 11 shopping festival in China, signaling a boom in “emotional consumption” among younger shoppers.
Emotional value drives sales
Yang Xiujie, e-commerce director of Shandong Yihao Customized Brand Management Co., said her company’s “ugly-cute” cushion pillows and humorous desk signs had become bestsellers. “Young consumers are buying them not only for function but also for emotional comfort and identity,” she explained.
Experts say this reflects broader demographic and cultural trends, from elderly consumers fueling the silver economy to Gen Z shoppers driving emotional and experience-based spending.
AI transforming retail experience
Artificial intelligence is not only boosting product sales but also reshaping how e-commerce operates. Midea Group’s livestreaming base in Wuhan now uses AI visualization tools that let customers preview how appliances fit into their homes, creating realistic online experiences.
Tmall has also adopted AI to improve marketing accuracy by matching discount coupons with potential buyers. The system covers sectors such as fashion, beauty, electronics, home appliances, food, pet supplies, and outdoor gear, and it has significantly improved conversion rates.
Policy focus on domestic consumption
Analysts believe China will continue strengthening policies that stimulate consumer demand as it works to expand domestic markets. The Communist Party of China Central Committee’s recommendations for the upcoming 15th Five-Year Plan (2026–2030) emphasize raising the GDP share of household consumption and promoting inclusive policies that directly benefit consumers.
Feng Lin of Golden Credit Rating said additional support funds may soon target non-durable consumer goods and more consumption vouchers could be issued nationwide.
This news was originally published by Xinhua.