“双十一”，京东、阿里新打法来了

Group 1 - The core theme of this year's "Double Eleven" shopping festival is the extended duration and simplified rules, transforming the event into a shopping season rather than a single day [1][2][4] - The event started earlier than last year, with a total duration exceeding one month, reflecting platforms' eagerness for promotions while potentially diminishing consumer urgency [4][5] - Major platforms are adopting straightforward discount strategies, such as "automatic discounts" and "direct price reductions," making it easier for consumers to understand offers [4][5] Group 2 - Instant retail has emerged as a key competitive area during this year's "Double Eleven," with platforms leveraging their delivery capabilities to attract consumers [6] - The market for instant retail is projected to exceed 2 trillion yuan by 2030, driven by collaboration among various stakeholders [6] - Platforms are incorporating instant retail into their promotions, with initiatives like Tmall's "nearby flash purchase" and JD's incentives for instant retail merchants [6] Group 3 - The "going global" strategy is becoming a new narrative among platforms, with Tmall investing 1 billion yuan in marketing subsidies for its first comprehensive overseas campaign [7] - Platforms like Lazada and Tmall are launching projects to facilitate international expansion for merchants, significantly lowering entry barriers for small businesses [9] - The competition among platforms is shifting towards ecosystem collaboration, technology-driven efficiency, and sustainable user value operations [9]