【西街观察】双11竞争：各忙各的

Core Insights - The "Double 11" shopping festival has evolved into a month-long promotional event, with a shift from price-driven strategies to enhancing user experience and brand recognition [1][3] Group 1: Competitive Strategies - Different e-commerce platforms are adopting varied strategies for "Double 11," with pre-sale and immediate sale options reflecting their unique competitive approaches [1] - Platforms like JD and Douyin have started their sales 11 days earlier than Taobao and Tmall, emphasizing immediate consumer satisfaction [1] - The decision to offer pre-sales or immediate sales is influenced by the need to cater to diverse consumer and merchant demands [1] Group 2: Brand Recognition and Consumer Behavior - The essence of competition has shifted from price to brand recognition, with platforms and merchants using discounts to attract loyal customers willing to pay a premium for brand trust [2] - Tmall's focus on "three super" initiatives highlights the importance of brand loyalty and the need for platforms to differentiate themselves in a crowded market [2] - Instant retail, represented by initiatives like Taobao Flash Sale, is seen as both a challenge and an opportunity for traditional e-commerce [2] Group 3: Market Trends - The promotional nature of "Double 11" is transitioning from a one-day event to a more normalized shopping experience, with consumers no longer feeling the need to stockpile goods [3] - The competitive focus is now on enhancing user experience and comprehensive operational strategies rather than just price reductions [3]