Chinese consumers numb about ecommerce festivals, except 11.11

Nearly half of Chinese consumers (45%) feel their enthusiasm has sagged in the face of "too many" ecommerce sales events, according to a Nielsen China survey.

First-tier city residents as well as consumers with monthly income above RMB20,000 were the groups most tired of these ecommerce events.

"They just have a quick look at the advertisements and notifications of promotions, but hardly shop impulsively," said Tommy Hong, vice president of Nielsen China.

Still, the deluge of festivals in the domestic market has not shaken the position of 'Double 11', or 'Singles' Day', in consumers’ minds. Nielsen’s report shows only 7% of consumers deciding not to shop during this year's festival. Also, 83% of them believe that the 'Double 11' event will continue to be popular in the future.

In general this year, shopping habits are gradually moving from impulsive to rational consumption, and price is no longer the only decision factor, said Hong. This is a result of consumers getting better at recognising the sellers' strategies behind their frenzied promotions.