Storyline: The latest online buying trends during China's annual "Double 11" shopping festival are reflective of a wider shift in consumer habits across the country, according to an expert from the National Development and Reform Commission (NDRC), who noted the quality-driven demand is indicative of China's economic pivot towards more stable, high-quality growth. First held back in 2009, the shopping festival quickly grew from a single day event held on Nov. 11 each year into a month-long frenzy that has become the world's largest e-commerce extravaganza. In the weeks leading up to the "Double 11 Day," which this year landed on Tuesday, Chinese retailers offer deep discounts and a range of special sales promotions, initiating an annual online shopping spree that is often seen as an indicator of the country's consumption. JD.com, one of China's major online retailers, said at an event on Tuesday that the demand for everyday goods took center stage over luxury brands on its platform during this year's shopping festival. The e-commerce giant notably reported strong sales of frozen foods, hotpot ingredients, and medical products requiring refrigerated transportation in the so-called "cold-chain" logistics sector. Zhao Jing, an associate researcher from the NDRC's Department of International Cooperation, said the retail data showed a shift towards more rational spending as the country's "dual circulation" model, which emphasizes stimulating domestic demand, gathers pace. Adopted in 2020, this new development pattern takes the domestic market as the mainstay while allowing domestic and foreign markets to reinforce each other amid the current global challenges. "This change mirrors the consumption side of China's high-quality economic growth. It follows global economic patterns while highlighting Chinese characteristics. It strengthens domestic demand and lays a solid foundation for the new dual-circulation growth model," she said. The changing demands of consumers were further evidenced as JD also reported a surge in service consumption, including in flight tickets and tourism deals, as well as in home repair services and health care offerings. "Such consumption stems from economic growth, social change, and technological progress. As living standards improve, consumers move beyond practicality, seeking emotional comfort and personal meaning. Spending has shifted from 'value for money' to 'value for meaning'," said Zhao. In addition, JD said this year's festival also boosted rural revitalization, with strong sales in products originating from northwest China's Xinjiang Uygur Autonomous Region and central China's Hunan Province helping to boost local incomes in these areas and highlighting the influence of the shopping spree as a driver of growth. Shotlist: Beijing, China - Nov 11, 2025: 1. Various of employee of Chinese e-commerce giant JD.com introducing data of "Double 11" online shopping festival FILE: China - Exact Location and Date Unknown: 2. Aerial shot of cold chain warehouse, trucks 3. Various of warehouse interior, employees transporting, packing goods 4. Various of frozen food in supermarket Beijing, China - Nov 11, 2025: 5. SOUNDBITE (Chinese, dubbed with English) Zhao Jing, associate researcher, Department of International Cooperation, National Development and Reform Commission (NDRC): "This change mirrors the consumption side of China's high-quality economic growth. It follows global economic patterns while highlighting Chinese characteristics. It strengthens domestic demand and lays a solid foundation for the new dual-circulation growth model." FILE: China - Exact Location and Date Unknown: 6. Various of workers providing home cleaning services 7. Various of tourists, train at rural tourist site Beijing, China - Nov 11, 2025: 8. SOUNDBITE (Chinese, dubbed with English) Zhao Jing, associate researcher, Department of International Cooperation, National Development and Reform Commission (NDRC) (starting with shot 7/ending with shots 9-10): "Such consumption stems from economic growth, social change, and technological progress. As living standards improve, consumers move beyond practicality, seeking emotional comfort and personal meaning. Spending has shifted from 'value for money' to 'value for meaning'." FILE: Dali Bai Autonomous Region, Yunnan Province, southwest China - Date Unknown: 9. Various of Erhai Lake, buildings 10. Aerial shot of music festival in progress [Restrictions: No access Chinese mainland]