双11 战场再扩容，闪购首次参战，其他平台跟还是不跟？

Group 1 - The core focus of this year's Double 11 is the increased role of food delivery services, indicating a shift in e-commerce strategies to capture new growth opportunities [1] - Major e-commerce platforms like Kuaishou, Douyin, and JD have already initiated their Double 11 promotions, with Taobao's flash sales set to participate for the first time [2][1] - The integration of near-field retail and e-commerce is expected to enhance platform efficiency and drive traffic, with Taobao allowing users to choose between standard delivery and instant retail delivery [2][5] Group 2 - JD's performance during the 618 shopping festival showed significant growth in categories like 3C accessories (up 177%) and office supplies (up 219%), highlighting the potential for similar strategies during Double 11 [4] - The competition among platforms is intensifying, particularly in the instant retail sector, as brands like Tmall Supermarket focus on categories such as beverages and dairy products [4][5] - The integration of instant retail with e-commerce is still evolving, presenting challenges for platforms in terms of customer acquisition and operational efficiency [5][6] Group 3 - The merging of online and offline sales channels is expected to be a significant change for this year's Double 11, benefiting brands with physical stores and inventory [6] - The focus is shifting from sheer traffic generation to efficiency in operations, with platforms needing to optimize their supply chains and customer engagement strategies [6] - The competition will become more refined, requiring platforms to differentiate their offerings and manage costs effectively to avoid internal competition [5][6]