Sou Hu Cai Jing·2025-11-18 13:15Core Insights - The "Double Eleven" shopping festival is experiencing declining interest in the domestic market but is gaining significant traction in overseas markets, with Alibaba's Taobao launching the event in 20 countries and regions for the first time [2][3] Group 1: Domestic Market Challenges - The domestic e-commerce market is still growing, but issues such as consumer rationalization, extended promotional periods, and doubts about data authenticity have diminished the "Double Eleven" myth [2] - The domestic market is facing saturation and intense competition, leading to a shift in focus towards international expansion [9][10] Group 2: Overseas Market Expansion - Taobao's overseas success is attributed to its transition from a "selling platform" to a "localized e-commerce platform," supported by the "Taobao Tmall Overseas Growth Plan" launched in 2024 [3] - The plan allows merchants to easily sync their products to overseas sites without needing separate stores, significantly lowering the entry barrier for small and medium-sized businesses [3][4] - Key markets such as Singapore, Malaysia, Australia, and Japan have shown strong growth, with daily order user numbers in nine key markets increasing by over 20% year-on-year during the Double Eleven period [2][6] Group 3: Infrastructure Improvements - Continuous optimization of logistics, payment, and after-sales services has significantly enhanced the shopping experience for overseas consumers [4][6] - Taobao has established an efficient cross-border logistics system in collaboration with international logistics companies, ensuring fast and accurate delivery [6] - The platform supports various international payment methods and offers comprehensive after-sales service, addressing previous pain points for overseas users [6][7] Group 4: Marketing and User Engagement - The overseas boom is also driven by atypical marketing strategies, with many consumers sharing their experiences on social media, leading to viral growth [7] - User-driven social media engagement has proven to be a cost-effective marketing strategy, enhancing Taobao's brand presence globally [7] Group 5: Competitive Landscape - The overseas expansion of Taobao reflects a broader trend among Chinese e-commerce giants seeking new growth avenues as the domestic market matures [9][10] - Competitors like JD.com and Pinduoduo are also accelerating their international efforts, with JD.com acquiring a German retail giant and Pinduoduo's Temu achieving significant global download numbers [9][10] Group 6: Challenges Ahead - Despite the successes, Taobao faces challenges such as cultural differences, legal regulations, and intense competition in overseas markets [10] - The need for continuous innovation and service quality improvement is critical for gaining trust and recognition among overseas consumers [10]