Hua Xia Shi Bao·2025-10-10 23:57Core Insights - The annual Double Eleven shopping festival is a critical test for the e-commerce industry, with platforms starting their promotions earlier than last year to attract consumer attention and boost sales [2][3][5]. Group 1: Promotion Timing - Douyin E-commerce and JD officially launched their Double Eleven promotions on October 9, starting 9 and 5 days earlier than last year, respectively [2][3]. - Su Ning's promotion began on September 30, coinciding with the National Day holiday, extending the event to 44 days [3]. - Tmall's pre-sale starts on October 15, one day later than last year, but the overall duration is 31 days, ending three days later than last year [4]. Group 2: Pricing Strategies - Low prices remain a key theme for this year's Double Eleven, with platforms offering various discounts and subsidies [6][7]. - JD is promoting "official direct discounts" with prices as low as 10% of the original, while Douyin E-commerce offers discounts of 15% or more [6]. - Su Ning is implementing a tiered subsidy strategy of 10%-20% to ensure competitive pricing [6]. Group 3: Market Dynamics - The competition among e-commerce platforms has evolved, with each platform adopting differentiated strategies based on their unique attributes and market positioning [6][7]. - The trend of price sensitivity among consumers is increasing, with a notable shift towards lower-priced products in the home appliance sector [7]. - Brands like Gree are entering the low-end market, with air conditioners priced at 1999 yuan, reflecting a broader trend of price reduction in the industry [7]. Group 4: Consumer Behavior - The extended promotional periods are designed to smooth out traffic peaks and alleviate logistics pressures [5]. - The introduction of national consumption subsidies totaling 69 billion yuan is expected to further drive down prices in the home appliance and 3C sectors [6][7].