Xin Lang Cai Jing·2025-12-11 11:17Core Insights - The "Double Twelve" shopping festival has lost its previous momentum, with a noticeable decline in consumer engagement and marketing efforts from platforms like Taobao [1][14] - The shift in consumer behavior towards more rational spending and skepticism about promotional pricing has contributed to the festival's reduced appeal [3][21] Group 1: Consumer Behavior - Consumers are expressing frustration over rising prices during the "Double Twelve" event, with many feeling overwhelmed by complex promotional rules [3][16] - The Z generation shows a lack of enthusiasm for traditional shopping festivals, focusing more on quality and actual needs rather than discounts [8][21] Group 2: Industry Trends - Industry experts agree that the decline in "Double Twelve" participation is a result of promotional fatigue following "Double Eleven" and the proximity to other major shopping events like New Year and Spring Festival [8][21] - E-commerce platforms are transitioning from price-driven promotions to a focus on "scene-based services," emphasizing year-end clearance and lifestyle integration [9][22] Group 3: Competitive Landscape - The significance of "Double Twelve" as a standalone shopping event is diminishing, but it still holds value as a year-end marketing opportunity [13][26] - E-commerce competition is evolving, with a shift towards creating emotional value and enhancing the connection between consumers and products, rather than solely relying on price reductions [13][26]