为了“爽购”，今年双11大厂集体“延时”

Core Insights - The duration of the "Double 11" shopping festival has been extended, with major e-commerce platforms starting their promotions earlier and lasting longer than in previous years [2][4][11]. Group 1: E-commerce Platforms' Strategies - JD.com announced the start of its "Double 11" promotions on October 9, extending the event until November 14, marking an earlier and longer promotional period [2]. - Other platforms like Douyin and Kuaishou have also begun their "Double 11" promotions earlier, with Douyin starting on October 9 and Kuaishou on October 7 [3]. - Taobao and Tmall will officially kick off their "Double 11" promotions on October 15, indicating a trend among major e-commerce platforms to transform "Double 11" from a single-day event into a month-long promotional period [4]. Group 2: Changes in Consumer Behavior - Consumers have shifted their purchasing habits, no longer waiting for "Double 11" to buy discounted items, but rather looking for deals throughout the promotional period [5][6]. - Many consumers express a more relaxed attitude towards "Double 11," treating it as just another promotional event rather than a major shopping occasion [7][9]. Group 3: Market Dynamics - The competitive landscape among e-commerce platforms has led to a normalization of promotional events, diluting the significance of "Double 11" as a unique shopping festival [4][9]. - The frequency of promotional events throughout the year has increased, with various sales events now occurring regularly, which has reduced the urgency associated with "Double 11" [9][12]. Group 4: Simplification and Innovation in Promotions - This year's "Double 11" is characterized by a return to simpler, more direct discount strategies, with platforms like JD.com and Douyin focusing on straightforward price reductions [13][14]. - New promotional strategies have been introduced, such as JD.com's themed night markets and Douyin's content-driven promotional activities, aimed at enhancing consumer engagement [15][17]. Group 5: Instant Retail and Future Outlook - Instant retail is emerging as a significant battleground for "Double 11," with platforms like Taobao Flash Sale launching initiatives to attract consumers [19]. - The overall sentiment in the industry suggests that "Double 11" may not replicate its past digital success, but extending its duration and diversifying promotional strategies are seen as essential for maintaining its relevance [19].