谁杀死了双11

Core Insights - The article discusses the evolution of the Double 11 shopping festival, highlighting a shift from a focus on gross merchandise volume (GMV) to more sustainable metrics such as user growth and order volume [4][5][6] - It emphasizes that the traditional excitement and chaos of Double 11 have diminished, marking a transition to a more rational and mature consumer behavior [4][9] Group 1: Changes in Consumer Behavior - The 2023 Double 11 saw a significant change in consumer sentiment, with a move away from complex discount calculations to straightforward price reductions [7][9] - Consumers are now more focused on experience and efficiency rather than just low prices, reflecting a broader cultural shift in consumption [12][13] - The rise of rational consumption has led platforms to shift from price wars to value-driven strategies, emphasizing quality and user trust [12][13] Group 2: Platform Strategies - Major e-commerce platforms have adopted a "de-GMV" strategy, focusing on user engagement and sustainable growth metrics rather than just sales figures [5][6] - Promotional periods have been extended significantly, with Tmall offering 31 days and JD.com 37 days of sales, diluting the urgency traditionally associated with Double 11 [8][9] - Platforms are simplifying promotional strategies, moving towards direct price cuts and away from complex discount structures [7][9] Group 3: Technological Innovations - The integration of AI technology has transformed the shopping experience, making it more user-friendly and efficient [16][18] - AI is reshaping the underlying logic of e-commerce by enhancing product understanding and improving the connection between supply and demand [17][18] - Instant retail has emerged as a significant trend, with platforms like Taobao and JD.com offering rapid delivery options, fundamentally changing consumer purchasing behavior [19] Group 4: Conclusion - The article concludes that Double 11 has not "died" but has evolved into a more mature and rational shopping event, reflecting the broader growth of e-commerce in China [21][22][23] - The substantial growth in e-commerce transactions indicates that single-day sales events are no longer necessary to demonstrate market vitality [21][22]