欢迎来到“理性双11”

Core Insights - The article discusses the evolution of the "Double 11" shopping festival, highlighting a shift from impulsive buying to more rational consumer behavior as the event has transformed into a lengthy shopping season lasting nearly two months [5][6][13]. Group 1: Changes in Consumer Behavior - Consumers are becoming more rational, focusing on essential purchases rather than bulk buying to meet discount thresholds [13][14]. - The complexity of promotional rules has decreased, with platforms simplifying their offerings to enhance consumer participation [14][16]. Group 2: Platform Strategies - Major platforms like JD and Tmall have extended their promotional periods, with JD starting on October 9 and Tmall on October 15, leading to significant increases in user engagement and sales [7][9]. - New promotional strategies include "instant retail" and AI-driven shopping assistants, aiming to meet the demand for speed and convenience in purchasing [16][21]. Group 3: Technological Integration - AI technology is being integrated into various aspects of e-commerce, from customer service to inventory management, enhancing operational efficiency and consumer experience [22][24]. - Instant retail is emerging as a competitive edge, with platforms like Taobao and JD enhancing their delivery capabilities to meet immediate consumer needs [19][20]. Group 4: International Expansion - As domestic growth slows, platforms are increasingly focusing on international markets, with Alibaba launching initiatives in 20 countries to replicate the success of Double 11 [26][28]. - The strategies include significant marketing investments and simplified processes for merchants to facilitate overseas sales [28][31]. Group 5: Future of Double 11 - The Double 11 event is evolving from a mere sales competition to a platform for exploring new retail models, emphasizing customer understanding and timely delivery [33].