艾睿铂：直播狂欢 — 直播电商将继续推动2021年“双十一”的销售增长（英文）.docxVIP

OCTOBER 2021 LIVE IT UP Live commerce set to become the driving force of Singles Day 2021 Signs point to an enthusiastic consumer in China ahead of Singles Day, the shopping event that continues to be one of the main barometers for the world to understand the trajectory of consumer behavior in the country. IN THE ALIXPARTNERS SURVEY, 85%  of consumers said they planned to spend the same or more compared to last year, with half of the total consumers intending to spend more than 3,000 yuan (or $470) at the event this year. Breaking it down further, 31% of consumers in Tier 3 and 4 cities plan to spend more than 3,000 yuan, while 23% of consumers in Tier 1 and New Tier 1 cities plan to spend more than 10,000 yuan (or $1,567). 29%GEN Z, A VITAL AUDIENCE FOR KEY OPINION LEADERS (KOL), CONTINUES TO SHOWCASE ITS GROWING SPENDING POWER 29% of the consumers in the age group said they plan to spend more than 3,000 yuan, a 12% increase over last year. MORE THAN 90%60%of total consumers plan to purchase for themselves this year. 90% 60% of the consumers between the ages of 32 and 51 plan to buy for their kids. While overall economic trends remain uneven in While overall economic trends remain uneven in the country, a large shopping event like Singles Day is a massive opportunity for retailers to capitalize on consumer purchase intent. The pandemic has permanently changed behavior around the globe – with consumers now more deliberate in what and how they buy and expressing increasing concern about the environment. But as brands and retailers begin to start Singles Day promotions earlier and earlier, the window of opportunity is open. Here are some of the key trends expected from this year’s Singles Day: SETTING THE STAGE FOR NEW PRODUCTS Consumers continue to be on the lookout for deals and promotions, but half of the respondents also said they were mainly participating in anticipation of product launches. This gives credence to the increasingly popular strategy by retaile