Sou Hu Cai Jing·2025-12-10 08:19Core Viewpoint - The "Double Twelve" shopping festival has sparked mixed reactions among consumers, with complaints about price manipulation and complex rules contrasting with a booming offline appliance market driven by trade-in programs and consumer enthusiasm for upgraded products [1][10][11]. Group 1: Consumer Sentiment - Many consumers express frustration over perceived price hikes during the promotional period, with some stating they refuse to buy due to inflated prices [5][11]. - The complexity of promotional rules has led to consumer fatigue, with individuals feeling overwhelmed by the need to navigate various discounts and offers [7][11]. - A minority of consumers report successful purchases at lower prices, highlighting the disparity in experiences based on membership status and promotional strategies [5][11]. Group 2: E-commerce Platforms' Strategies - Major platforms like JD.com and Taobao have shifted their promotional strategies, concentrating discounts within a shorter time frame and offering layered incentives to stimulate consumer spending [8][11]. - JD.com focuses on large appliances and electronics with significant government subsidies, while Taobao emphasizes flexibility in everyday consumer goods [8][11]. - The platforms are adapting to a changing market by prioritizing live-streaming sales and daily retail operations over traditional promotional events [11][12]. Group 3: Offline Market Trends - The offline appliance market has seen a significant resurgence, with a reported 112% increase in trade-in orders and over 80% growth in foot traffic in certain stores during the "Double Twelve" period [10][11]. - Consumers are gravitating towards tangible shopping experiences, favoring the reliability of physical stores over the complexities of online promotions [10][12]. Group 4: Industry Observations - The decline in enthusiasm for the "Double Twelve" event reflects a broader shift in consumer behavior, moving from a festival-driven shopping culture to a more rational, everyday purchasing mindset [11][12]. - The changing landscape indicates a transition from platform-led promotional events to consumer-driven shopping habits, suggesting a need for businesses to adapt to these evolving preferences [12].