传媒：长周期、多渠道、多形式营销助力双十一

Investment Rating - The industry investment rating is "Leading the Market (Maintain)" indicating an expected performance that exceeds the market index by more than 10% over the next 6-12 months [1][2]. Core Insights - The report highlights that during this year's Double Eleven shopping festival, various e-commerce platforms have made early preparations, with live-streaming platforms like Douyin starting promotions on October 8 and Kuaishou on October 10. Comprehensive e-commerce platforms such as Tmall, JD.com, and Pinduoduo began their promotions on October 14 [1]. - Cumulative sales from comprehensive and live-streaming e-commerce platforms reached 1,441.8 billion yuan, representing a year-on-year increase of 26.6% [1]. - The extended promotional period enhances user experience and drives traffic, with the event lasting up to 35 days, creating the "longest Double Eleven" in history [1]. - Government subsidies and platform incentives, such as service fee reductions and rapid refunds, are being utilized to support merchants, particularly in provinces like Zhejiang, Guangdong, and Shandong [1]. - The shift from price wars to diversified marketing forms and technologies is noted, with live-streaming e-commerce gaining significant traction compared to traditional shelf-based e-commerce [1]. Summary by Sections Event Overview - The report discusses the early launch of promotional activities by various e-commerce platforms leading up to Double Eleven, with significant sales figures reported [1]. Sales Performance - The total sales during the promotional period reached 1,441.8 billion yuan, showing a substantial year-on-year growth of 26.6% [1]. Marketing Strategies - The report emphasizes the importance of multi-channel marketing and the integration of AI technologies to enhance marketing effectiveness and reduce costs [1]. Investment Recommendations - The report suggests focusing on companies that are adapting to the evolving marketing landscape, particularly those leveraging AI technologies for personalized marketing [1].