新华网财经观察丨“双十一”为什么越来越早了？

Core Insights - The "Double Eleven" shopping festival is starting earlier each year, with platforms like JD.com and Tmall launching promotions significantly ahead of the traditional date, reflecting a shift in consumer behavior and marketing strategies [2][10][11] Consumer Behavior Changes - Consumers are increasingly viewing "Double Eleven" with a sense of normalcy, leading to a more distributed purchasing approach rather than concentrating demand on a single day [2][10] - Complicated promotional strategies and logistical challenges during the shopping festival have caused some consumers to opt out of participating [2][10] Platform Strategies - E-commerce platforms are extending the promotional period to stimulate consumption in phases and enhance consumer experience [2][10] - AI tools are being integrated into shopping experiences to simplify choices and improve sales conversion rates [3][5] Merchant Perspectives - Larger merchants benefit from the extended period by reducing inventory pressure and improving stock turnover rates, while smaller merchants face challenges due to rising customer acquisition costs and competition [7][9] - The effectiveness of the "Double Eleven" promotions is perceived to be diminishing for some merchants, as competition intensifies and consumer attention becomes fragmented [7][10] Logistics and Operational Efficiency - The extended shopping period alleviates logistics pressures, allowing for better distribution of orders and improved consumer experience [9][10] Market Dynamics - Despite the proliferation of various promotional events, "Double Eleven" remains a critical sales period for e-commerce platforms, with significant user engagement and transaction growth reported in previous years [10][11] - The competition among platforms is intensifying, with market shares becoming more differentiated, as evidenced by the sales figures from major players [10][11] Evolution of "Double Eleven" - The significance of "Double Eleven" is evolving from a mere sales event to a broader indicator of e-commerce innovation and operational efficiency [12]