低价、流量与大主播 当“双11”没了老三样

Core Insights - The significance of "Double 11" has diminished, with platforms simplifying their strategies and focusing on straightforward price reductions rather than complex promotional rules [1][2] - The competitive landscape among platforms has intensified, leading to blurred boundaries in market segments and increased pressure on major influencers [1][2] - Consumer expectations have evolved, with a shift towards quality and brand experience, necessitating a redefinition of the relationship between platforms, brands, and users [3][4] Industry Trends - The traditional model of low prices, high traffic, and dominance of major influencers is facing challenges, as the "Double 11" shopping festival is no longer the main focus of market promotions [2][3] - There is a clear segmentation in consumer demand, with high-end consumers prioritizing quality and mid-tier consumers focusing on cost-effectiveness [2][3] - The industry must explore new strategies beyond extended timeframes, lower prices, and higher GMV, including leveraging technology and enhancing consumer experiences [4]