从躺平到拼命，头部主播又卷回来了

Core Insights - This year's Double 11 shopping festival shows a stark contrast between the major e-commerce platforms and top livestream hosts, with platforms simplifying their promotional strategies while hosts adopt more complex and proactive approaches [1][2][20]. Group 1: E-commerce Platforms - Major e-commerce platforms have extended the promotional period but have simplified their strategies, focusing on direct discounts and reducing the complexity of promotions to enhance efficiency [1][2]. - The platforms are positioning themselves as the main stage for sales, with clearer rules and a focus on reducing decision-making costs for consumers [8][20]. Group 2: Livestream Hosts - Top livestream hosts, such as Li Jiaqi and Zhang Xiaohui, are taking the initiative by starting promotions ahead of the official festival dates, employing strategies like pre-sales and exclusive content to engage consumers [3][5][7]. - These hosts are redefining the promotional landscape by creating their own timelines and promotional strategies, effectively becoming the architects of their own sales events [8][21]. - The trend of "complexification" among hosts is evident, as they implement intricate strategies involving content creation, community engagement, and exclusive offers to build consumer loyalty [10][20]. Group 3: Consumer Engagement - Hosts are focusing on capturing consumer attention early, establishing a psychological advantage by engaging users before the platforms distribute traffic widely [8][21]. - The shift from being mere participants in platform-led promotions to defining their own promotional schedules indicates a significant evolution in the role of livestream hosts within the e-commerce ecosystem [21][24]. Group 4: Market Dynamics - The transformation of hosts from relying on platform traffic to owning private traffic through membership systems and community engagement reflects a broader shift in the e-commerce landscape [21][23]. - The future of Double 11 may evolve into a diverse consumer festival, with various hosts and brands offering unique experiences tailored to different consumer segments, moving away from a singular promotional event [23][24].