Core Insights - The online travel industry is gearing up for a highly competitive Double Eleven shopping festival, with platforms like Fliggy and Ctrip leading the charge [1][4][5] - Fliggy has shown significant growth, with a 48% increase in GMV during the recent National Day holiday, raising expectations for its performance during Double Eleven [4][11] - The competition is intensifying, with various players including Meituan, Tongcheng, Douyin Life Services, and JD Travel also vying for market share [5][11] Group 1: Market Dynamics - The current market environment has led to a heightened sense of urgency among travel merchants, who view Double Eleven as a critical opportunity to boost sales after a lackluster summer season [8][10] - Many brands are adopting aggressive pricing strategies, with some referring to their prices as "lifesaving prices" rather than promotional prices [9][10] - The competition between Fliggy and Ctrip is particularly fierce, as both platforms aim to secure exclusive deals and attract high-value customers [5][11] Group 2: Consumer Behavior - Consumers are becoming more strategic in their purchasing decisions, often waiting for the best deals during major sales events like Double Eleven [14][22] - There is a notable trend of consumers being patient and waiting for discounts, indicating a shift in purchasing behavior towards more calculated spending [21][24] - The demand for travel products remains strong, with many consumers actively looking for deals, even if they do not have specific travel plans in mind [18][24] Group 3: Strategic Implications - The success of platforms during Double Eleven will depend on their ability to effectively manage supply chains and collaborate with merchants [5][12] - Companies are increasingly planning their product offerings well in advance of the sales event, indicating a shift towards more strategic marketing approaches [11][23] - The interplay between platforms and merchants is crucial, as both parties must align their strategies to maximize sales during the promotional period [22][24]