2 1 Shi Ji Jing Ji Bao Dao·2025-09-29 06:50Core Insights - This year's "Double 11" shopping festival is starting earlier than in previous years, with JD.com launching sales on October 9, marking the earliest start in history [1][3][5] - The overall trend in the e-commerce sector is moving towards a "reduction revolution" in promotional strategies, simplifying the shopping experience for consumers [2][7][9] Group 1: Timeline Changes - JD.com is the first major platform to initiate "Double 11" sales right after the National Day holiday, a shift from the traditional November start [1][6] - The evolution of "Double 11" has seen its start date progressively move earlier, with significant changes noted since its inception in 2009 [5][6] - In 2024, both JD.com and Tmall will start their promotions on October 14, further pushing the timeline forward [5][6] Group 2: Promotional Strategy Simplification - The complexity of promotional rules has decreased, moving from intricate discount structures to simpler, more direct pricing strategies [7][9] - JD.com has introduced "official direct discounts" and "immediate sales," while Tmall and Douyin are adopting similar straightforward discount models [7][9] - The focus has shifted from maximizing transaction volume through complex rules to enhancing consumer experience and certainty in purchases [7][10] Group 3: Consumer Behavior and Market Dynamics - The early launch of "Double 11" aims to smooth out consumer demand over a longer period, reducing pressure on logistics and after-sales services [9][10] - E-commerce platforms are now competing not just on price but also on supply chain efficiency, user experience, and service quality [10] - Tmall has decided to reintroduce a pre-sale model for high-ticket items, reflecting different strategies based on consumer decision-making processes [8][10]