"Among young people, it has become a new consumption fashion to shift their attention from material desires and shop on demand. At the same time, they are more inclined to simple and direct direct discounts." The "Double 11" in 2022 has ended. In the past 14 years, this shopping festival has created a consumption "miracle" belonging to China, and has also become an important new window to observe China's consumption trends every year. From pursuing economic benefits to improving product quality, from emphasizing turnover to emphasizing consumer experience, the "Double 11" has witnessed the upgrading of China's consumer market. In this year's "Double 11", sales promotion has become the norm, and the playing method has become easy to understand. While e-commerce competition is gradually differentiated, consumer behavior is also becoming rational. Hu Gang, deputy secretary-general of the Law Working Committee of the China Internet Association, pointed out that in the current environment of implementing the strategy of expanding domestic demand and enhancing the fundamental role of consumption in economic development, the "Double 11" consumption also presents the characteristics of rational consumption, healthy consumption and green consumption. After 14 years of "Double 11", what are the new development directions? Compared with the first "Double 11", rational consumption is becoming the main theme in recent years. "The shopping enthusiasm in the past two years has not been as strong as before, and I feel that my consumption outlook is more rational." Lu Si (a pseudonym), a 26 year old master's student, recalled that when he participated in the "Double 11" in his freshman and sophomore year, he said frankly that before, he felt that the whole school was permeated with the atmosphere of the shopping festival. When the grade meeting was held, people would joke and say, "Do you want to eat soil tomorrow?" Now, the "Double 11" is becoming dull, "I won't pay too much attention to this shopping festival." In this year's "Double 11", Ruth bought all the products he just needed. "I bought coffee, paper, and skin care lotion, because they were going to run out soon. Then I bought a headset for my friend as a gift. That's all." In her opinion, the current "Double 11" discount is not as good as before, and because she does not understand the various overlapping preferential rules, she will not buy some unnecessary things in order to make up for the full number of stores. There are still many consumers who like Lucie who advocate rational shopping. Hou Jiawen participated in the "Double 11" almost every year after 1995. She found that although she and her friends around would buy many things, they were mainly necessities such as autumn and winter clothing and skin care products. Xie Tianyang, who just started working, also said that there are fewer people around him participating in the "Double 11" activity According to the survey data of nearly 3000 consumers from different cities in China released by Bain Consulting, 34% of the respondents who participated in the "Double 11" last year and plan to continue to participate this year plan to reduce the total online and offline spending during the "Double 11" this year, while only 9% made the same decision last year; Compared with 51% of respondents who expected to increase the expenditure budget last year, only 24% of respondents said they would increase consumption expenditure this year. As a merchant participating in several "Double 11" events, Huawang, a commodity enterprise, has also noticed that consumers' irrational and impulsive consumption behavior has been large in recent years