今年的双11不是遇冷，而是成熟了

Core Viewpoint - The Double 11 shopping festival this year reflects a shift from extravagant promotions to a focus on quality and service, indicating a maturation of the e-commerce industry [1][10]. Group 1: Industry Trends - Competition among platforms has evolved from "who is cheaper" to "who offers better quality," fostering a healthier competitive environment [3]. - Major platforms like Tmall and JD are simplifying rules and enhancing quality services, while smaller players like Vipshop are implementing rigorous product authentication processes [3]. - The trend of rational consumer behavior is evident, with shoppers prioritizing quality over low prices, as seen in the rising demand for smart appliances and health products [5]. Group 2: Consumer Behavior - Consumers are increasingly willing to spend on tangible quality and services, as evidenced by the sustained growth in logistics volume during the Double 11 period [5]. - The shopping experience this year is characterized by a longer time frame for purchases, allowing consumers to make more informed decisions [5]. - The overall sentiment is that the shopping festival has not cooled down but rather "cooled off," returning to the essence of shopping with a focus on service and quality [10].