Core Insights - The online travel industry is gearing up for a highly competitive Double Eleven shopping festival, with major players like Fliggy and Ctrip intensifying their strategies to capture market share [1][7][13] - Fliggy is under significant pressure to perform well this year, especially after its integration with Taobao, and has already seen a 48% increase in GMV during the National Day holiday [2][3][13] - Ctrip is also taking a more aggressive approach this year, indicating a shift in its strategy compared to previous years, as it aims to capitalize on the Double Eleven event [3][4][13] Industry Dynamics - The competition among platforms has reached a new peak, with Fliggy and Ctrip as the main contenders, while other players like Meituan, Tongcheng, Douyin Life Services, and JD Travel are also vying for a share of the market [7][10] - For merchants, participating in Double Eleven is seen as a crucial opportunity to gain visibility and drive sales, akin to how physical stores prepare for the Christmas season [8][9] - The current market environment has created a necessity for platforms and merchants to engage in aggressive pricing strategies, with many brands referring to their pricing as "rescue prices" to recover from previous losses [12][13] Consumer Behavior - Despite concerns about consumer spending, there is evidence that demand remains strong, with many consumers waiting for the right moment to make purchases during the Double Eleven sales [17][21] - Consumers are increasingly making early decisions about their travel plans, with many already bookmarking deals in anticipation of the sales [21][22] - The emotional aspect of marketing plays a significant role, as consumers are accustomed to waiting for the best deals, indicating that the right product at the right price will still attract buyers [21][22]