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Core Insights - The overall sentiment of consumers during this year's Double Eleven shopping festival has shifted to a sense of fatigue, despite record sales figures from major e-commerce platforms like Tmall and JD.com, indicating a change in consumer mentality [1][3][11] Group 1: Consumer Behavior Changes - Many young consumers are abandoning complex shopping strategies and are opting for a more straightforward approach to shopping, reflecting a desire to regain control over their purchasing decisions [3][5] - The concept of "Cyber Emperor" has emerged, where consumers categorize apps based on their functions, allowing them to manage their shopping experience more effectively and avoid impulsive purchases [5][8] - There is a growing trend of "heavy decision-making" shopping, where consumers take more time to think through their purchases, contrasting with the fast-paced, impulsive buying often encouraged by e-commerce platforms [11][24] Group 2: Demand for In-Depth Content - Consumers are increasingly seeking detailed and comprehensive product information before making significant purchases, moving away from superficial marketing tactics [13][16] - Brands are recognizing the importance of providing in-depth content, as seen with Honor's collaboration with tech reviewers on Bilibili, which resulted in significant sales conversions and high new customer rates [22][26] - The demand for thorough product evaluations is evident, with consumers preferring long-form content that addresses their specific questions and concerns, leading to a shift in marketing strategies among brands [28]