双十一热度降至历史冰点？这是电商走向成熟的必经之路

Core Insights - The "Double Eleven" shopping festival has lost its previous excitement, with reports describing this year's event as "quiet" compared to past years [1][4] - Despite a decline in perceived excitement, data shows that JD's sales during the event reached a historical high, with order growth of nearly 60% and user growth of nearly 40% [2] - The shift from a concentrated shopping event to a prolonged promotional period has diluted the festival's significance, leading to a change in consumer behavior [5][6] Summary by Sections Decline in Festival Excitement - The traditional sense of urgency and excitement associated with "Double Eleven" has diminished, with consumers now more likely to make spontaneous purchases rather than waiting for the event [4][5] - The festival's "holiday feel" has been weakened due to extended promotional periods, leading to a more casual shopping experience [5] Changes in Promotional Strategies - The introduction of national subsidies and ongoing platform discounts has transformed the e-commerce landscape, making "Double Eleven" less unique as a low-price shopping opportunity [6][8] - National subsidy programs, which are available for several months, have shifted consumer spending away from the "Double Eleven" event [8][9] Emergence of New Consumption Trends - "Double Eleven" has evolved into a platform for consumers to explore new product categories, rather than just a clearance sale for existing inventory [10][12] - The event has facilitated the introduction of new categories like smart cleaning devices, with significant sales growth reported in these areas [12] E-commerce Market Evolution - The trend of spreading promotional activities throughout the year reflects a maturation of the e-commerce market, moving away from reliance on major sales events [9][13] - The shift towards instant gratification through fast delivery services indicates a change in consumer expectations and shopping habits [14] Future Outlook - The diminishing significance of "Double Eleven" and similar events is seen as a sign of e-commerce becoming an integral part of daily life, rather than a special occasion [15]