双11热度不在，天猫vs京东为什么还要做晚会？

Core Insights - The 2025 Double Eleven shopping festival has seen a shift in the role of the gala events, transitioning from a core sales driver to a platform for emotional connection as consumer behavior becomes more rational [1][15][16] Group 1: Event Design and Experience - Tmall's "Crazy Good Six Night" features an immersive 8-hour interactive entertainment experience, breaking traditional stage boundaries and creating a complete entertainment consumption scene [1][2] - JD's "11.11 Surprise Night" adopts a model of "one grand ceremony + two live streaming spaces," providing a full performance on the main stage while offering a backstage view to meet diverse audience needs [6][12] - The design differences between the two events reflect the content production capabilities and innovative thinking of their respective collaborating platforms [11][12] Group 2: Content and Engagement - Tmall's event incorporates a variety of engaging performances and interactive segments, creating a relaxed and enjoyable atmosphere for the audience [4][11] - JD's event, while featuring nostalgic themes and popular songs, lacks the same level of engagement and entertainment value, resulting in a less impactful experience [8][12] - Tmall's event achieved significant social media success, with over 200 million viewers and 813 trending topics on Weibo, while JD's event garnered 70 million views across platforms [11] Group 3: Market Trends and Implications - The effectiveness of gala events in driving direct consumer spending has diminished, as the shopping period has extended and consumer attention is fragmented across various entertainment options [15][16] - Both platforms are adapting their marketing strategies, with Tmall focusing on long-term content engagement and JD opting for quick, impactful campaigns [15][16] - The current gala events serve more as emotional outlets for consumers rather than direct sales drivers, indicating a shift in marketing strategies within the e-commerce industry [15][16]