拼内力 “双11”才能焕发新活力

Core Insights - The "Double 11" shopping festival has evolved from a 24-hour event to a 57-day promotional period, marking the longest "Double 11" in history, which has become a key driver for the improvement of e-commerce infrastructure and the maturity of the digital business ecosystem [1][2] - The complexity of promotional strategies, such as intricate discount rules and extended sales periods, has transformed the shopping experience into a challenging task for consumers, diminishing the festival's original appeal [1][2] - Businesses are reassessing the cost-effectiveness of participating in "Double 11" due to rising platform commissions and traffic costs, leading to a decline in the effectiveness of traditional pre-sale mechanisms [1][2] Industry Recommendations - E-commerce platforms and merchants should shift their focus from merely pursuing Gross Merchandise Volume (GMV) to enhancing user experience, making shopping simpler, more transparent, and enjoyable [2][3] - Innovation is essential for industry growth; platforms and merchants should enhance supply chain efficiency through technology, improve consumer experience via content innovation, and build trust through upgraded services [2][3] - Collaboration across the industry chain is necessary for beneficial exploration and reform, including logistics cooperation, simplification of discount mechanisms, and enhancement of after-sales guarantees [2][3] Future Outlook - The "Double 11" festival should serve as a showcase for China's e-commerce innovation and service standards, prompting platforms to proactively adapt and rejuvenate the event to drive the industry towards high-quality development [3]