Tai Mei Ti A P P·2025-10-24 02:30Core Insights - The excitement surrounding the Double Eleven shopping festival is diminishing, leading to a phenomenon termed "shopping fatigue" among consumers [1] - E-commerce platforms are adapting to this maturity by extending promotional periods and seeking innovative ways to re-engage consumers [1] Group 1: Changes in Promotional Strategies - Major platforms are simplifying their promotional strategies, with Tmall adopting a transparent pricing model and JD.com focusing on direct discounts [2][3] - Despite these efforts, consumer feedback indicates confusion over complex discount structures, leading to dissatisfaction [2][3] - The introduction of AI technologies in promotions marks a shift towards enhancing user experience and operational efficiency [3] Group 2: Instant Retail and Market Competition - The extension of the Double Eleven period highlights the narrowing of traffic dividends, prompting platforms to explore instant retail as a growth avenue [4][5] - JD.com and Tmall are heavily investing in instant retail, with JD.com acquiring a local delivery subsidiary to enhance last-mile delivery capabilities [5][6] - The instant retail market is projected to exceed 2 trillion yuan by 2030, with a compound annual growth rate of over 25% [6] Group 3: Emergence of Content E-commerce - The rise of new players in the e-commerce space is leading to a multi-polar competitive landscape for Double Eleven [7][9] - Platforms like Xiaohongshu are leveraging a "buyer influencer" model to drive sales, achieving significant sales figures during the festival [9][10] - Live-streaming e-commerce is becoming a core growth driver for platforms like Douyin and Kuaishou, with substantial year-on-year sales increases reported [10] Group 4: E-commerce Evolution - The competition is shifting from traditional e-commerce models to content-driven approaches, where the focus is on creating consumption scenarios through content [10][11] - The duality of traditional and content e-commerce is reshaping consumer choices, indicating a new phase for the Double Eleven festival [11]