【招银研究|行业点评】“双十一”消费观察：销售回暖，以旧换新政策助力

招商银行研究11-14

近日“双十一”大促落下帷幕。“双十一”是观察国内消费趋势的重要窗口，我们对今年数据简评如下。一、平台促销周期拉长，全网销售额增速反弹据星图数网统计，2024年“双十一”期间全网实现销售额1.44万亿元，相比去年增长26.6%。尽管有去年低基数的影响，我们认为这一销售表现仍能反映国内消费动能企稳回暖的迹象。一是用户的消费意愿迎来提升，例如天猫88VIP下单人数同比增长超50%，京东购物用户数同比增长...

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