不熬夜不抢券！双十一静悄悄成交额却暴涨，新品类销量翻倍太意外

Core Viewpoint - The "quiet" nature of this year's Double Eleven shopping festival does not indicate a decline in popularity, but rather a shift in the e-commerce industry's approach to sales events, with significant growth in sales figures for major platforms like JD and Tmall [1][3]. Group 1: Sales Performance - JD's orders increased by nearly 60%, while Tmall's transaction volume rose by 35% year-on-year [1]. - JD's Double Eleven event lasted 33 days, with a nearly 40% increase in the number of users placing orders, yet less than 20% of orders were concentrated on November 11 [8]. - Tmall's pre-sale accounted for 65% of total transaction volume, making the actual Double Eleven day more of a "wrap-up" day [8]. Group 2: Changing Consumer Behavior - The traditional excitement of waiting for midnight deals has diminished, with consumers now preferring to shop whenever they remember rather than waiting for specific sales events [5][6]. - The extended sales period has diluted the sense of urgency and excitement associated with the Double Eleven festival [8]. Group 3: Price Dynamics - The perception of low prices during Double Eleven has changed, as consumers now have access to year-round discounts through government subsidies and platform promotions [10][11]. - The ease of accessing subsidies, such as a direct price reduction on appliances, has made consumers less reliant on the Double Eleven event for bargains [11]. Group 4: Product Trends - The focus of purchases during Double Eleven has shifted from essential items to new categories that enhance quality of life, such as smart home devices and high-tech gadgets [15][17]. - Sales of AI products in the 3C digital category saw over 100% growth, with smart glasses increasing by 346% and action cameras by 220% [15]. - Tmall reported a 150% increase in sales of new smart home products, indicating a trend towards trying out innovative items during the festival [17]. Group 5: Evolution of E-commerce - The "quiet" nature of Double Eleven reflects the maturity of the e-commerce industry, transitioning from concentrated sales events to everyday consumption [19]. - Instant retail developments have made shopping more immediate, with 30% of orders during Double Eleven in 2025 coming from instant retail, doubling from the previous year [19].