3 6 Ke·2025-11-17 02:48Core Insights - The article discusses the evolution of the Double Eleven shopping festival, highlighting a shift from rapid growth and GMV obsession to a focus on quality and efficiency in the e-commerce industry [3][6][13] Group 1: GMV Competition and Industry Changes - The GMV (Gross Merchandise Volume) competition has reached a turning point, with platforms extending promotional periods to maintain growth amid market saturation [4][6] - Major platforms like Alibaba and JD.com have stopped emphasizing GMV figures, focusing instead on metrics like user growth and order volume [6][12] - The promotional periods for major platforms have significantly increased, with Douyin, Suning, JD.com, and Taobao/Tmall extending their sales periods to 57, 44, 37, and 31 days respectively [4][12] Group 2: New Market Dynamics - The competition has intensified in traditional categories like 3C, apparel, and beverages, prompting platforms to innovate through cross-industry collaborations and technology integration [7][10] - JD.com's "car ecosystem" initiative, including a partnership with GAC and CATL, exemplifies the shift towards creating comprehensive service offerings beyond mere sales [9][10] - Instant retail has seen explosive growth, with total sales reaching 67 billion yuan during Double Eleven, marking a 138.4% increase year-on-year [10] Group 3: Consumer Behavior and Market Sentiment - Consumers are shifting from impulsive buying to more rational and practical purchasing decisions, reflecting a broader change in shopping behavior [11][13] - The perception of Double Eleven as the lowest price shopping event has diminished, with consumers increasingly seeking value and comparing prices online [11][13] - The overall growth in package deliveries during the promotional period has slowed, indicating a weakening of the promotional pull [11][12]