Core Points - JD.com announced that its 11.11 shopping festival will start on October 9 at 8 PM, offering significant discounts with prices reduced to as low as 10% of the original price [1][4] - The timing of the event is strategically placed right after the "Golden Week" holiday, allowing consumers ample time to shop and enjoy discounts without waiting for product availability [4] - The promotional strategy for this year's 11.11 is simplified, focusing on direct price reductions for individual items, making it easier for consumers to take advantage of the deals [4] Summary by Category Event Details - JD.com’s 11.11 shopping festival will commence on October 9 at 8 PM [1][3] - The event will feature direct discounts, with prices dropping to as low as 10% [1][4] Competitive Landscape - Douyin e-commerce announced its "Double 11" event will start on October 9 and run until November 11, with a total promotional period of 57 days [4] - Tmall will begin its pre-sale for "Double 11" on October 15, maintaining the same start date as last year [4] - Xiaohongshu will hold its "Double 11" market activities starting October 11 [4]

Investment Rating - The industry investment rating is "Recommended" for the media sector, indicating an expected performance greater than 10% compared to the benchmark index [8]. Core Insights - The beauty market is expected to perform strongly during the 2024 Double Eleven shopping festival, with an online GMV of 126.7 billion yuan, reflecting a year-on-year growth of 17.42%. Tmall's GMV accounted for 50.1% of the market, with a 29.3% increase, while Douyin and JD.com followed with 26.7% and 11.7% market shares, respectively [4][5]. - Major e-commerce platforms are actively preparing for the 2025 Double Eleven, implementing various promotional strategies, including Tmall's "pre-sale + stock" and Douyin's significant marketing subsidies [4][6]. - Some beauty brands have already initiated promotional activities for Double Eleven, with notable discounts and subsidies to attract consumers [5][6]. Summary by Sections Industry Performance - The media sector has shown strong relative performance over the past year, with a 59.1% increase compared to the Shanghai and Shenzhen 300 index's 22.9% [1][2]. E-commerce Strategies - Tmall, Taobao, Douyin, and other platforms are launching innovative promotional strategies, including cash subsidies and interactive games, to enhance consumer engagement and drive sales [4][6]. Brand Promotions - Brands like Vino and Natural Hall are leading the charge with significant discounts and cash subsidies, indicating a competitive landscape as Double Eleven approaches [5][6]. Company Focus and Earnings Forecast - Specific companies such as 毛戈平 and 哔哩哔哩 are rated as "Buy," with projected earnings per share (EPS) growth and favorable price-to-earnings (PE) ratios for the coming years [8].