国泰海通｜化妆品：双11前瞻：补贴加大，品牌为先

Core Insights - The article emphasizes the extended duration of the Double 11 shopping festival and the simplification of activity rules across multiple platforms, which is expected to enhance consumer purchasing decisions and boost brand performance during the peak season [1][2]. Group 1: Event Overview - The 2025 Double 11 shopping festival starts earlier than in 2024, with platforms like Douyin and JD launching promotions on October 9, followed by Xiaohongshu and Tmall on October 14, maintaining last year's schedule [2]. - Platforms are shifting focus from "absolute low prices" to simplifying discount rules and providing direct consumer subsidies, thereby optimizing the shopping experience and accelerating purchase decision-making [2]. Group 2: Brand Collaboration and Product Launches - High-end foreign brands and leading domestic brands are increasing the number of SKUs launched during the event, with top brands like L'Oréal, Proya, and Estée Lauder maintaining similar product launch numbers compared to last year [3]. - Domestic brands, except for Proya, have increased their product launches, with new products being introduced, indicating a growing trend in domestic brand popularity driven by influencer marketing [3]. Group 3: Pricing Mechanisms - The overall gift mechanism has been simplified, with many brands adopting a "buy the main product, get the same product free" approach, which directly reduces the effective price for consumers [4]. - Some high-end foreign brands are raising prices and reducing discount offerings, reflecting a strategic shift to focus on long-term brand value after years of price reductions [4]. - In contrast, mass-market brands are increasing promotional efforts to capture market share amid intense competition, with simplified gift offerings to attract consumers [4].